The global significance of the services sector has forced many organisations to re-think their business model. This subject examines the nature of services marketing in detail. Building on knowledge from MKT110, this subject explores how service organisations compete. Drawing on the services literature and industry best practice, this subject critically examines the distinct characteristics of services and how these characteristics shape marketing strategies that can deliver organisational outcomes. Central constructs such as customer satisfaction, service quality, and value are considered along with the role of technology and ethics in determining appropriate marketing strategies.
School of Management and Marketing
The following table summarises the assessment tasks for the online offering of MKT335 in Session 1 2020. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).
The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.