Services

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FACULTY OF BUSINESS

School of Business (Melbourne)

Melbourne Campus

SEMESTER 2, 2010

MKTG305 SERVICES MARKETING

UNIT OUTLINE

CREDIT POINTS 10

PREREQUISITES MKTG100 Marketing Principles

MKTG201 Consumer Behaviour

LECTURER-IN-CHARGE Deborah D’cruz

Office Location: 2.72

Email: Deborah.joandcruz@acu.edu.au

Telephone: 9953 3547 (School Office)

DESCRIPTION

Services Marketing highlights strategic and tactical marketing practice in a services context. The unit provides an insight into marketing practice in the services sector: how it differs from the marketing of tangible goods and the strategies employed by successful services businesses.

TEACHING TEAM

Dr. Elsie Chan and Deborah D’cruz

MODE AND DURATION

There will be combinations of lectures, tutorial discussions, case analysis and presentation and videos will be employed to gain an understanding of the principles of services marketing. 2 hours of Lecture and 1 hour Tutorial per week for 12 weeks or equivalent will be dedicated to this unit.

LEARNING OUTCOMES

On successful completion of this unit, you will be able to:

1. Investigate the context and nature of services marketing and discover the relevance of basic concepts and theories to decision making in services marketing;

2. Recognise the comprehensive perspective essential to service marketing management decision making by examining relationship between the company and its customers, and other organisational functions;

3. Critically evaluate theoretical perspectives in services marketing provided by the academic literature, and to develop their own perspectives;

4. Capture the new trends and development of services marketing theory and practice;

5. Demonstrate a range of skills in the student, including: the capacity for critical thought and the ability to apply theoretical concepts to...