MG3761:03
Services Marketing
| Townsville, Cairns, Sydney, Melbourne | HECS Band 2 |
26 hours lectures, 12 hours tutorials. Semester 1.
This subject is designed to provide a comprehensive introduction to services marketing. Using a ‘customer’centric’ approach, it draws on contemporary business issues affecting the region in order to illustrate underlying concepts and principles. Specific topics include differences between goods and services; marketing implications; consumer decision processes for services; effective delivery of services; managing the servicescape; measuring customer satisfaction and service quality; service failures, customer complaints and recovery policies; the pricing of services; the role of promotions in service industries; consumer retention programs; managing demand, capacity and total yield.
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;
- encourage students to view service quality from the customer’s perspective;
- allow students to identify growth opportunities in the service sector in Townsville and Cairns;
- develop student’s general interpersonal communication skills as related to the effective delivery of services;
- familiarise students with technological innovations shaping various service industries.
Assessment to be advised.