BU5116 - Services Marketing
| Credit points: | 03 |
| Year: | 2007 |
| Student Contribution Band: | Band 2 |
| Administered by: | Discipline of Management |
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 | |
| HolmesMelb, Internal, Study Period 2 | |
| Census Date 31-Aug-2007 | |
| Contact hours: |
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| Assessment: | (%). |
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.