Marketing Services and Experiences

Unit code: BHO3439 | Study level: Undergraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
Footscray Park
Online Real Time
VU Sydney
Prerequisites
BHO1171 - Introduction to Marketing
(Or equivalent to be determined by unit coordinator)
Overview
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Overview

In this unit we examine 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.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. 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 participants’ role as co-creators of experiences, satisfaction and recovery using various communication skills; and

Assessment

For Melbourne campuses

Assessment type: Test
|
Grade: 20%
Online Test
Assessment type: Presentation
|
Grade: 20%
Pecha Kucha style presentation
Assessment type: Report
|
Grade: 30%
Service experience diary report
Assessment type: Test
|
Grade: 30%
Test

Required reading

Service marketing: An Asia-Pacific and Australian perspective
Lovelock, C.H., Patterson, P.G. & Wirtz, J. (2015).| Frenchs Forest: Pearson Australia.

As part of a course

This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

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