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BK213 - Services Marketing
Credit Points: 15
Prerequisite: BB105 Marketing Principles
Workload: 36 contact hours
Campus: Melbourne, Sydney
Aims & Objectives
This is a second-year core unit in the Bachelor of Business, major in Marketing and offered as an elective unit in the Bachelor of Business majors in Management and Accounting. In this increasingly competitive world of business it has never been more important to attain a greater understanding of services marketing. Indeed, service marketing now dominates the business landscape. Consequently, service marketing is not only a marketing tool for services organisations, but also a means of competitive advantage for those companies that market products on the tangible dominant side of the continuum. To facilitate a thorough understanding of services marketing, we will explore models and frameworks of services strategies including service product and delivery, managing the organisation’s physical evidence, employees, and customers, and measuring customer satisfaction and service quality. This course focuses on the difficulties of marketing service products and on the differences with marketing goods. A solid foundation of theory is laid on which practical applications can be addressed. The importance of, and integration with, customer service and relationship marketing are also addressed.
The unit topics include:
- Fundamental differences between goods and services
- Service Economy
- Services consumer behaviour
- The pricing of services
- Developing the service communication strategy
- Managing service employees and consumers
- Defining and Measuring customer satisfaction and service quality
- Complaint and service recovery management
At the completion of this unit students should be able to:
- Examine the nature of services, and distinguish between products and services
- Identify the major elements needed to improve the marketing of services
- Develop an understanding of the roles of relationship marketing and customer service in adding value to the customer's perception of a service
- Appraise the nature and development of a services marketing strategy
- Recognise how services marketing principles can be used as a conceptual framework to help managers identify and solve marketing problems
Lecture: 2 hours
Tutorial/Workshop: 1 hour
Tutorial/Workshop: 1 hour
Face to Face
Learning Outcomes Assessed
|Contribution in class||a-e*||10%|
|Case Study Analysis (Individual)||a-e*||10%|
|Specialist Service Report (Group)||a-e*||20%|
|Specialist Service Report Presentation (Group)||a-e*||10%|
|Final Exam (3 hours)||a-e*||50%|
*refer to learning outcomes above.
Hoffman, K., Bateson, J. (2016). Services Marketing ( 5th ed.). Boston, USA: Cengage Learning.
- Hoffman, D., Bateson, J., Elliot, G., Birch, D. (2010). Services Marketing: Concepts, Strategies and Cases. Australia: Cengage Learning.
- Lovelock, C., Patterson, P., Wirtz, J., (2014). Services Marketing (6th ed.). Australia: Pearson.
- Wirtz, J., Chew, P., Lovelock, C., (2012). Essentials of Services Marketing (2nd ed.). Australia: Pearson.
Adopted Reference Style: APA
MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:
|Ability to communicate||Independent and Lifelong Learning||Ethics||Analytical and Problem Solving||Cultural and Global Awareness||Team work||Specialist knowledge of a field of study|
|The standard is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations|
|The standard is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations|
|The standard is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations|
|The standard is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by activities such as lectures or tutorials|
|The standard is not considered, there is no theory or practice or activities associated with this standard|