MKTG3006

MKTG3006: Services Marketing

Business and Law

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About this Unit

Explosive growth in service-focused business has propelled the importance of this sector for marketing professionals. The strategic frameworks designed for marketing of physical goods do not effectively transfer into the services marketing environment. The inherent relationship between service businesses and their customers places greater demands on these firms to manage complex processes. For example, service delivery, potential service failure, service recovery, staff culture and managing customer satisfaction pose distinct challenges to service marketers. An expanded services marketing mix addresses the pressure on service businesses to remain competitive in advancing their business outcomes. Moreover, the dramatic increase in E-commerce service-focused enterprise has accelerated the need for services marketing initiatives across online environments. Managing virtual relationships within an ever-changing online services landscape poses new challenges within the marketing profession.

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Unit Details

Credits25

Contact Hours2 Weekly

Result TypeGrade/Mark

AreaSchool of Management and Marketing (1276)

Field of Education080500 Sales and Marketing (Narrow Grouping)

Handbook View Official Handbook Page →

Tuition Pattern

Online Lecture1 x 1 hour weekly
Tutorial1 x 2 hours weekly

Prerequisites

PrerequisitesSelect One

%400 credits400 Credit Points in spk(s): %

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