Course

Service Marketing and Management - MARK2055

Faculty: Australian School of Business

School: School of Marketing

Course Outline: MARK2055 Course outline

Campus: Sydney

Career: Undergraduate

Units of Credit: 6

EFTSL: 0.12500 (more info)

Indicative Contact Hours per Week: 3

Enrolment Requirements:

Prerequisite: MARK1012

CSS Contribution Charge: 3 (more info)

Tuition Fee: See Tuition Fee Schedule

Further Information: See Class Timetable

View course information for previous years.

Description

Service industries now account for 70% of GDP and around 85% of all new employment. Intangible service products including professional (eg engineering, accounting, management consulting services) and other services (eg tourism, hotels, telcos, theatre, sport) possess a set of unique characteristics that require a different approach to the development & execution of marketing strategy. The course builds upon key frameworks and theories in marketing management and adapts them to the service sector. Key themes include the service encounter, service failure and recovery, the notion of the servicescape or service factory, customer service issues, core and supplementary service elements, service quality and customer satisfaction, and customer relationship management, and yield management as a pricing tool.


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