Program Overview

Program Overview

MKT561 Services Marketing is a postgraduate subject that focuses on the distinct characteristics of services and their implications for developing and implementing marketing strategies in various service industries.

Subject Description

Contemporary market economies are dominated by services. This subject helps students appreciate the distinct characteristics of services and the implications these have for developing and implementing marketing strategies in a wide range of service industries. Current issues in technology and ethics are also examined in relation to service organisations.

Availability

The subject is available in Session 2, with 60 students enrolled. It is offered online and at the Bathurst Campus.

Subject Information

Grading System

The grading system for this subject is HD/FL.

Duration

The subject is one session in duration.

School

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

Enrolment Restrictions

The subject is restricted to postgraduate students only.

Assumed Knowledge

Assumed knowledge for this subject is equivalent to that covered in MKT501 or MBA503.

Learning Outcomes

Upon successful completion of this subject, students should:

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

Syllabus

This subject 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