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 Service Marketing & Management - MARK2055
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Campus: Kensington Campus
 
 
Career: Undergraduate
 
 
Units of Credit: 6
 
 
EFTSL: 0.125 (more info)
 
 
Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite or corequisite: MARK1012.
 
 
Session Offered: See Class Timetable
 
 
Fee Band: 2 (more info)
 
  

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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