The aim of this advanced unit in marketing is to examine the special requirements for successfully understanding the marketing of services and experiences. The various activities in the services marketing mix are investigated with particular reference to product development, pricing, promotion, place decisions, process design, people, performance and physical evidence. In addition, the role and importance of the service sector within the context of the Australian economy is examined.
Unit details
Prerequisites
BHO1171 - Introduction to Marketing
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Learning Outcomes
| 1. | Differentiate and critique the unique challenges involved in marketing and managing services and experiences; | ||
| 2. | Identify and examine the various components of the services marketing mix; | ||
| 3. | Distinguish the key issues required when managing customer satisfaction and service quality; | ||
| 4. | Articulate the assessment of participants' role as co-creators of experiences, satisfaction and recovery using various communication skills; and | ||
| 5. | Analyse key issues that could impact upon service businesses. |
Assessment
| Assessment type | Description | Grade |
|---|---|---|
| Test | Multiple-choice test | 20% |
| Presentation | Pecha Kucha style presentation | 20% |
| Report | Service experience diary and report | 20% |
| Examination | Final Exam | 40% |
Required reading
Service marketing: An Asia-Pacific and Australian perspective (6th ed.).
Lovelock, C.H., Patterson, P.G. & Wirtz, J. (2015).
Frenchs Forest: Pearson Australia.
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