mkt2sma services marketing
SERVICES MARKETING
MKT2SMA
2016
Credit points: 15
Subject outline
Service industries are rapidly emerging as the most dominant force in most world economies, including in Australia. In developed economies up to 75% of the labour force, 75% of the GNP and 45% of an average family's budget are accounted for by services. Services (both commercial and not-for-profit) possess several unique characteristics that require a distinctive approach to marketing strategy - both in its development and execution. In this subject students will explore a range of topics including improving service quality, increasing and maintaining customer satisfaction levels, generating customer loyalty, and creating a healthy service culture within firms.
SchoolLa Trobe Business School
Credit points15
Subject Co-ordinatorAndrew Gilmore
Available to Study Abroad StudentsYes
Subject year levelYear Level 2 - UG
Exchange StudentsYes
Subject particulars
Subject rules
PrerequisitesN/A
Co-requisitesN/A
Incompatible subjectsN/A
Equivalent subjectsN/A
Special conditionsN/A
Learning resources
Readings
| Resource Type | Title | Resource Requirement | Author and Year | Publisher |
|---|---|---|---|---|
| Readings | Be: Services marketing: An Asia Pacific and Australian Perspective | Prescribed | Lovelock, C.H., Patterson, P.G. & Wirtz J., 2007 | 5TH EDN., PEARSON EDUCATION AUSTRALIA, 2011 |
| Readings | Services marketing | Recommended | Hoffman, K., Bateson, J.E., Elliott, G., Birch, D. | CENGAGE LEARNING, 2010 |
Graduate capabilities & intended learning outcomes
01. Discuss the specific challenges involved in marketing and managing services in written and oral form
- Activities:
- Tutorial discussion, individual test, assignment and examination
02. Identify the different marketing approaches in and manufacturing organisations and demonstrate an understanding of how 'service' can provide a competitive advantage in manufacturing organisations
- Activities:
- Tutorial discussion, individual test, assignment and examination
03. Identify and analyse the various components of the Services Marketing Mix (three additional Ps), as well as the key issues in measuring and managing service quality and consumer satisfaction
- Activities:
- Tutorial discussion, individual test, assignment and examination
04. Describe the role of employees and customers in service delivery, customer satisfaction and service recovery
- Activities:
- Tutorial discussion, individual test, assignment and examination
05. Identify other key issues in service businesses such as managing supply and demand, the overlap in marketing/operations/human resource systems and relationship management
- Activities:
- Tutorial discussion, individual test, assignment and examination
06. Critically analyse key ideas in this subject in written and oral form
- Activities:
- Tutorial discussion, individual test, assignment and examination
- Related graduate capabilities and elements:
- Literacies and Communication Skills(Writing,Speaking,Quantitative Literacy,Cultural Literacy)
Subject options
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Sydney, 2016, Study Period 1, Day
Overview
Online enrolmentYes
Maximum enrolment sizeN/A
Enrolment information
Subject Instance Co-ordinatorAndrew Gilmore
Class requirements
LectureWeek: 10 - 22
One 3.0 hours lecture per week on weekdays during the day from week 10 to week 22 and delivered via face-to-face.
Assessments
| Assessment element | Comments | % | ILO* |
|---|---|---|---|
| one 1-hour multiple choice test | 15 | 01, 02, 03, 04, 05 | |
| one 2-hour final examination | 60 | 01, 02, 03, 04, 05 | |
| one team research project | 2,000-words per student | 25 | 01, 02, 03, 04, 05, 06 |