Program Overview

Program Overview

The MKT561 Services Marketing program is designed to help students understand the distinct characteristics of services and their implications for developing and implementing marketing strategies in various service industries.

Subject Information

Grading System

The grading system for this program is HD/FL.

Duration

The program duration is one session.

School

The program is offered by the School of Management and Marketing.

Enrolment Restrictions

The program is restricted to postgraduate students only.

Assumed Knowledge

The assumed knowledge for this program is equivalent to that covered in MKT501 or MBA503.

Learning Outcomes

Upon successful completion of this program, students should be able to:

• identify the distinctive characteristics of services marketing and explain the expanded marketing mix
• conceptualise and explain the significance of satisfaction, value, and service quality in achieving competitive advantage, and devise approaches for measuring these elements
• formulate a service product strategy and explain the important considerations in the development of new services
• explain the importance of asset use and yield management and develop pricing objectives and strategies
• describe capacity management techniques and formulate demand management strategies
• discuss the implications of service characteristics on marketing communications, and develop appropriate marketing communications strategies
• design an effective customer service organisation, including implementation guidelines for a customer service program
• articulate the importance of customer retention, and develop retention strategies
• describe and develop an effective service recovery process

Syllabus

The program will cover the following topics:

• Service products, customers, and employees
  • introduction to services marketing
  • customer behaviour, service encounters, customer satisfaction, and service quality
  • service employees
• Service model
  • targeting and positioning
  • service product strategy
• Strategic issues
  • service delivery
  • costs and pricing
  • services promotion
• Management issues
  • customer relationship management
  • customer complaints and service recovery management
  • international services marketing

Availability

The program is available in Session 2, with 60 places available online and at the Bathurst Campus.