SERVICES MARKETING

MKT2SMA

2015

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

Readings

Resource TypeTitleResource RequirementAuthor and YearPublisher
ReadingsBe: Services marketing: An Asia Pacific and Australian PerspectivePrescribedLovelock, C.H., Patterson, P.G. & Wirtz J., 20075TH EDN., PEARSON EDUCATION AUSTRALIA, 2011
ReadingsServices marketingRecommendedHoffman, 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

Subject options

Select to view your study options…

Start date between: and    Key dates

Bendigo, 2015, Semester 2, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorMarthin Nanere

Class requirements

Lecture Week: 31 - 43
One 1.0 hours lecture other recurrence on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Tutorial Week: 31 - 43
One 1.0 hours tutorial other recurrence on weekdays during the day from week 31 to week 43 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
one 1-hour multiple choice test15 01, 02, 03, 04, 05
one 2-hour final examination60 01, 02, 03, 04, 05
one team research project2,000-words per student25 01, 02, 03, 04, 05

Melbourne, 2015, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorAndrew Gilmore

Class requirements

Lecture Week: 10 - 22
One 2.0 hours lecture other recurrence on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Tutorial Week: 10 - 22
One 1.0 hours tutorial other recurrence on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
one 1-hour multiple choice test15 01, 02, 03, 04, 05
one 2-hour final examination60 01, 02, 03, 04, 05
one team research project2,000-words per student25 01, 02, 03, 04, 05

Sydney, 2015, ACN Semester 2, Day

Overview

Online enrolmentNo

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorAndrew Gilmore

Class requirements

Lecture Week: 28 - 39
One 3.0 hours lecture other recurrence on weekdays during the day from week 28 to week 39 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
one 1-hour multiple choice test15 01, 02, 03, 04, 05
one 2-hour final examination60 01, 02, 03, 04, 05
one team research project2,000-words per student25 01, 02, 03, 04, 05

Vietnam, 2015, Semester 1, Day

Overview

Online enrolmentYes

Maximum enrolment sizeN/A

Enrolment information

Subject Instance Co-ordinatorAndrew Gilmore

Class requirements

Lecture Week: 10 - 22
One 2.0 hours lecture other recurrence on weekdays during the day from week 10 to week 22 and delivered via face-to-face.

Assessments

Assessment elementComments% ILO*
one 1-hour multiple choice test15 01, 02, 03, 04, 05
one 2-hour final examination60 01, 02, 03, 04, 05
one team research project2,000-words per student25 01, 02, 03, 04, 05