BX3041 - Service Industries Marketing
|Student Contribution Band:
||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.
- 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
- devise a service marketing strategy (including target market, positioning & 7Ps) to
deliver value to customers and a sustainable competitive advantage to the service
- 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.
|TO2044 TO3044 MG2707 TO5044 MG3761
Study Period 51
|Census Date 20-Mar-2014
||Dr Janelle Rose
||<Person not found>.
- 24 hours lectures
- 12 hours tutorials
||end of semester exam (40%); quizzes or tests (10%); assignments (30%); case study (20%).
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