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BX3041 - Service Industries Marketing

Credit points: 3
Year: 2014
Student Contribution Band: Band 3
Administered by: School of Business (pre 2015)

The theme of the subject is that services (hospitality, tourism, financial, telecommunication, professional services, and not-for-profit services etc) possess several unique characteristics that require a distinctive approach to the marketing planning process - both in its development and execution. Understanding consumer behaviour in the services context is critical before examining approaches to improve service quality, increase and maintain customer satisfaction levels, generate customer loyalty, and creating a healthy service culture within the firm. Defining the target market and service positioning strategy underlies the development of the 'Services Marketing Mix' (the traditional 4 Ps plus people, processes, and physical evidence). With service industries having a strong people and employee component (the fifth "p" of the marketing mix), time is devoted to examining successful internal marketing and relationship management approaches, in addition to the more traditional customer-focused external marketing. Handling customer complaints and managing service recovery is central to services marketing. Through engaging in the subject, students will develop skills and knowledge to enable them to analyse and evaluate an array of real-world service case studies and develop a services marketing plan.

Learning Outcomes

  • analyse and evaluate the differences between services and goods marketing and the impact on service marketing strategy development (7Ps) and implementation;
  • analyse and evaluate an array of factors that influence consumer behaviour and the impact on customer perception of service quality and satisfaction in the services context;
  • devise a service marketing strategy (including target market, positioning & 7Ps) to deliver value to customers and a sustainable competitive advantage to the service firm;
  • analyse and evaluate causes of service failure and complaint behaviour and devise appropriate service recovery strategies;
  • prepare students to deal with the crucial role of service encounters and managing customer relationships in high and low contact service industries.
Inadmissible
Subject
Combinations:
TO2044 TO3044 MG2707 TO5044 MG3761

Availabilities

JCU Singapore, Internal, Study Period 51
Census Date 20-Mar-2014
Coordinator: Dr Janelle Rose
Lecturer: <Person not found>.
Workload expectations:
  • 24 hours lectures
  • 12 hours tutorials
Assessment: end of semester exam (40%); quizzes or tests (10%); assignments (30%); case study (20%).

Note: Minor variations might occur due to the continuous Subject quality improvement process, and in case of minor variation(s) in assessment details, the Subject Outline represents the latest official information.