James Cook University Subject Handbook - 2008

MG2707 - Services Marketing

Credit points: 03
Year: 2008
Student Contribution Band: Band 3
Administered by: School of Business

The theme of the subject is that service organisations (both commercial and not-for-profit) possess several unique characteristics that require a distinctive approach to marketing strategy - both in its development and execution. This is not to imply that the approach is unique, but rather distinctive. Therefore the subject builds upon and expands the marketing concepts and models, and then adapts them to the services sector. Services marketing principles are used to examine how to improve service quality, increase and maintain customer satisfaction levels, generate customer loyalty, and create a healthy service culture within the firm. In services marketing the discussion is based on the 7 Ps of the 'Services Marketing Mix' (the traditional 4 Ps plus people, processes, and physical evidence). Since many services have a strong people or employee component (the fifth "p" of the marketing mix), time is devoted to examining successful internal marketing and relationship management, in addition to the more traditional customer-focused external marketing.

Learning Outcomes

Graduate Qualities

Inadmissible
Subject
Combinations:
MG3761 and BX3041

Availabilities

Townsville, Block, Study Period 10
Census Date 19-Dec-2008
Face to face teaching 01-Dec-2008 to 12-Dec-2008 (10.00 to 2.00 Mon to Fri 1 - 12 Dec 2008)
Lecturer: Mrs Kylie Hoffensetz.
Contact hours:
  • 26 hours lectures
  • 12 hours tutorials
    Assessment:end of semester exam (40%); quizzes or tests (20%); assignments (40%).

    Cairns, Internal, Study Period 2
    Census Date 05-Sep-2008
    Coord/Lect: Dr Janelle Rose.
    Contact hours:
    • 26 hours lectures
    • 12 hours tutorials
      Assessment:end of semester exam (40%); quizzes or tests (20%); assignments (40%).

      JCU Brisbane, Internal, Study Period 21
      Census Date 18-Apr-2008
      Coordinator: Dr Janelle Rose
      Contact hours:
      • 26 hours lectures
      • 12 hours tutorials
        Assessment:end of semester exam (40%); quizzes or tests (20%); assignments (40%).

        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.