BU5116 - Services Marketing

Credit points:	03
Year:	2005
Student Contribution Band:	Band 2
Administered by:

Available to MBA students.

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 Outcomes

• develop general people management and interpersonal communication skills as related to the effective delivery of services;
• enable students to develop the skills necessary to develop and implement marketing initiatives and solve marketing-related problems in a variety of service industries.

Prerequisites:

BU5004

Availabilities
, , Study Period 7
Census Date 22-Jul-2005
Contact hours:	40 hours
Assessment:	(50%); (20%); (30%).

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.