MG2707 - Services Marketing

Credit points:	03
Year:	2009
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

• analyse the differences between services and goods marketing and explain how these differences impact on service strategy development (7 Ps) and implementation;
• explain what service quality means in service delivery and explain how perceptions of service quality are developed by customers;
• understand how customers determine value in a service exchange and explain how this translates into a satisfied customer base;
• discuss and analyse service failure and complaint behaviour and outline appropriate service recovery strategies;
• understand and evaluate the important role of employees and customers in service organisations and to demonstrate effective communication skills and the ability to work with others in a professional manner.

Graduate Qualities

• The ability to think critically, to analyse and evaluate claims, evidence and arguments, and to reason and deploy evidence clearly and logically;
• The ability to find and access information using appropriate media and technologies;
• The ability to speak and write clearly, coherently and creatively;
• The ability to generate, calculate, interpret and communicate numerical information in ways appropriate to a given discipline or discourse;
• The ability to communicate effectively with a range of audiences.

Inadmissible Subject Combinations:

MG3761 and BX3041

Availabilities
SIMA S'pore, Block, Study Period 72
Census Date 27-Feb-2009
Face to face teaching 16-Feb-2009 to 19-Apr-2009 (Taught in Mandarin - in teach out mode - exam date 17/04/09)
Coordinator:	Dr Janelle Rose
Contact hours:	26 hours lectures 12 hours tutorials
Assessment:	end of semester exam (40%); quizzes or tests (20%); assignments (40%).
SIMA S'pore, Block, Study Period 75
Census Date 24-Jul-2009
Face to face teaching 29-Jun-2009 to 21-Aug-2009 (Taught in Mandarin - in teach out mode)
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.