MKT335 Marketing of Services (8)
CSU Discipline Area: Marketing (MARKT)
Duration: One session
Abstract:
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 examined in relation to service organisations.
+ Subject Availability Modes and Locations
| Session 1 | |
|---|---|
| Internal | Holmesglen | Session 2 |
| Internal | Albury-Wodonga |
| Internal | Bathurst |
| Internal | CSU Study Centre Melbourne |
| Internal | CSU Study Centre Sydney |
| Internal | Holmesglen |
| Distance | Bathurst |
Continuing students should consult the SAL for current offering details: MKT335
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.
Assumed Knowledge:
Objectives:
Upon successful completion of this subject, students should:
Be able to demonstrate understanding of core characteristics of services and the unique nature of various service types;
Be able to demonstrate understanding of how service characteristics demand different approaches to marketing;
Be able to understand and develop appropriate marketing strategies for service firm;
Be able to understand and discuss how contemporary issues in technology, ethics and international business may affect service firms;
Be able to demonstrate understanding of the impact of organisational factors on service value creation and delivery.
Syllabus:
The subject will cover the following topics:
Distinctive aspects of service marketing Customers and services Customer satisfaction Forging customer relationships Service positioning and target markets Service product strategies Service delivery Costs and pricing Capacity and demand Communication and promotion International services Handling customer complaints and service recovery Ethics, social issues and technology Creating, Delivering Service Value Measuring Service Value and Performance Organisational preconditions of service value Retaining Competitive Advantage in a service context
The information contained in the 2013 CSU Handbook was accurate at the date of publication: 24 April 2013. The University reserves the right to vary the information at any time without notice.