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Service Marketing & Management - MARK2055
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Campus: Kensington Campus
 
 
Career: Undergraduate
 
 
Units of Credit: 6
 
 
EFTSL: 0.12500 (more info)
 
 
Indicative Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite or corequisite: MARK1012.
 
 
Fee Band: 3 (more info)
 
 
Further Information: See Class Timetable
 
  

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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© The University of New South Wales (CRICOS Provider No.: 00098G), 2004-2011. The information contained in this Handbook is indicative only. While every effort is made to keep this information up-to-date, the University reserves the right to discontinue or vary arrangements, programs and courses at any time without notice and at its discretion. While the University will try to avoid or minimise any inconvenience, changes may also be made to programs, courses and staff after enrolment. The University may also set limits on the number of students in a course.