Services Marketing (6366.7)

Availability

Unit Outlines

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• Semester 2, 2018, ON-CAMPUS, BRUCE (179584) - View
• HKBU Trimester 1, 2018, ON-CAMPUS, HKBU (182789) - View
• Semester 2, 2017, ON-CAMPUS, BRUCE (167222) - View
• UC Term 3, 2017, ON-CAMPUS, HKBU (173460) - View
• UC Term 4, 2016, INTENSIVE, HKBU (156861) - View
• Semester 2, 2016, ON-CAMPUS, BRUCE (156859) - View
• UC Term 2, 2016, INTENSIVE, HKBU (156865) - View
• UC Term 3, 2015, INTENSIVE, HKBU (143591) - View
• Semester 2, 2015, ON-CAMPUS, BRUCE (140727) - View

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Syllabus

This unit aims to provide students with a review of current theory and practice in services marketing. The distinctive needs of service industries for marketing planning and strategy will be explored, as will customer relationship management. Challenges such as maintaining service quality and handling customer complaints will be considered, as well as the impact on services of information technology and globalisation. The unit will have a current Australian focus and will make use of actual examples of service industries in our region.

Learning Outcomes

DESCRIPTION:

1. On completion of this unit participants will be able to understand the special marketing needs of service industries.

2. understand customer behaviour and relationship management in the service sector; develop marketing strategies for service industries, analyse the impact of recent environmental changes on service industries.

3. analyse case studies in the field of services marketing and solve problems related to the marketing of services.

Assessment Items

Contact Hours

Normally thirty nine hours per semester.

Prerequisites

6357 Introduction to Marketing OR 9521 Foundations of Marketing.

Incompatible Units

9532 Marketing and Promotion