BU5116:03
*NOTE* Services Marketing
Cairns
Prerequisites: BU5004
40 lectures. Second semester.
Available
to MBA students.
Staff: Professor C Areni.
This subject is designed to provide a comprehensive introduction to services marketing. Using a “customer-centric” approach, it draws on economics, psychology, sociology and anthropology, as well as on contemporary business issues in order to illustrate key concepts and principles. Specific topics include: differences between goods and services: marketing implications; consumer decision processes for services; effective delivery of services; the pricing of services; managing the service communication mix; measuring customer satisfaction and service quality; service failures and recovery policies and tactics; consumer retention programs.
Learning Objectives:
- enable students to develop the skills necessary to develop and implement marketing initiatives and solve marketing-related problems in a variety of service industries;
- develop general people management and interpersonal communication skills as related to the effective delivery of services.
Assessment to be advised by first week of lectures.