MKTG5463 Marketing of Services
- 6 points
|Semester 1||UWA (Perth)||Face to face|
- Service is increasingly recognised as a source of competitive advantage and a means of creating customer value. Service organisations dominate Western economies such as Australia. However, service also represents the key to growth for manufacturing organisations such as GE and IBM. The unit focuses on the unique challenges of managing services to deliver quality service to customers. The attraction, retention and building of strong relationships with some customers is the focus of the unit. It is equally applicable to pure services (e.g. banking, professional services and telecoms) and to manufacturers (e.g. high technology equipment). Application of theory and practice using both traditional media and the Internet is addressed.
- Students are able to (1) explain the unique aspects of services marketing compared to traditional goods marketing and apply these in the business environment; (2) identify the various services model and theories and practice of such models and theories; (3) develop marketing strategy recommendations based on a given scenario; (4) critically evaluate and address services marketing challenges; and (5) develop more effective communication skills.
- Indicative assessments in this unit are as follows: (1) participation; (2) group project ; and (3) tests. Further information is available in the unit outline.
Supplementary assessment is not available in this unit.
- Unit Coordinator(s)
- Dr Sanjit Roy and Winthrop Professor Jill Sweeney
- Contact hours
- lectures/seminars/workshops: up to 3 hours per week
- Unit Outline
- Semester 1-2020 [SEM-1-2020]
- The availability of units in Semester 1, 2, etc. was correct at the time of publication but may be subject to change.
- All students are responsible for identifying when they need assistance to improve their academic learning, research, English language and numeracy skills; seeking out the services and resources available to help them; and applying what they learn. Students are encouraged to register for free online support through GETSmart; to help themselves to the extensive range of resources on UWA's STUDYSmarter website; and to participate in WRITESmart and (ma+hs)Smart drop-ins and workshops.
- Books and other material wherever listed may be subject to change. Book lists relating to 'Preliminary reading', 'Recommended reading' and 'Textbooks' are, in most cases, available via the Booktopia Textbook Finder, which has the functionality to search by course code, course, ISBN and title, and may also be posted or available at the appropriate school's administrative offices. Where texts are listed in the unit description above, an asterisk (*) indicates that the book is available in paperback.