Services Marketing
MAR260
Overview
Level of study: What does Undergraduate Level 2 mean?
Undergraduate Level 2
EFTSL: What does EFTSL mean?
0.125
Delivery Method: What does delivery method mean?
Fully Online
Prerequisites: What are the prerequisites?
Duration:
13 weeks
Domestic student fee:
$1,178.00 (AUD)
HECS student fee:
$1,178.00 (AUD)
International student fee:
$1,403.00 (AUD)
Description
Services is the fastest growing business sector, nationally as well as globally. This unit explores the major differences between the marketing of services as distinct from marketing tangible products, and aims at providing students with the special skills required to develop and implement marketing strategies in service-based businesses. Customer relationship management (CRM) is more about culture, human resources and organisational issues than simply the use of information technology (IT) systems. This unit views the overall development of CRM systems for marketing use, and particularly their impact on services marketing and management.
Please note: Assessment values are indicative only; details will be advised at the start of the unit.
Prerequisites
Mandatory prerequisites
You must have successfully completed the following unit(s) before starting this unit:
- MAR110 — Marketing Concepts
If you have completed equivalent study at another university, please contact a Student Advisor for advice.
Assessment
- Assignment 1 — (15%-25%)
- Assignment 2 — (30%-40%)
- Invigilated Exam — (40%-50%)
Learning Outcomes
At the completion of this unit students will be able to
- understand the relationship between services marketing theory and practice, and be able to apply that theory to diverse business/marketing situations
- undertake further or extended research with a view to identifying CRM and service opportunities within the marketplace
- appreciate the internal and external factors that may contribute to success with innovations in service provision and CRM systems
- respect and analyse multiple and diverse points of view
- understand the need for ethical marketing behaviour in the services area
- understand the need for socially responsible Services Marketing and CRM practices
- analyse changes in the dynamic services market environments, and devise appropriate marketing strategies (including CRM strategies) to accommodate such changes
- understand the differing and dynamic macro and micro-environments in which a services organisation operates
- understand the overall business context within which service provision operates, and relate the role/place of services marketing to that larger context
- understand the particular business context within which the organisation operates, and relate the role/place of CRM to that context
- be aware of the cultural and social factors which can lead to more successful services provision, and which must be taken into account with CRM systems.
Topics
This unit addresses the following topics.
| Number | Topic |
|---|---|
| 1 | Distinctive aspects of service marketing |
| 2 | Market research in the services environment |
| 3 | Communications and CRM within the services environment |
| 4 | Demand management |
| 5 | Service quality, including CRM response standards |
| 6 | Managing the service culture |
| 7 | Implementing the service strategy, including CRM systems to support that strategy |
| 8 | International services and its future |
| 9 | CRM developments and their future impact on the organisation |
| 10 | Solving problems in CRM for customer acquisition, customer retention and cross selling |
| 11 | Analysis of the risk and compliance issues relating to managing customers |
| 12 | Channels of communication and value chain issues |
| 13 | The role of marketer in business teams developing strategic response to change |
| 14 | Developing a services marketing plan |
Study Resources
This unit is delivered using the following methods and materials:
Print based materials
- Welcome Letter
Online materials
- Printable format materials
Textbook information for this unit is currently being updated and will be available soon. Please check back regularly for updates. Alternatively, visit the Unibooks website and enter the unit details to search for available textbooks.
Relevant Courses
This unit is an approved elective in the following courses:
- Bachelor of Behavioural Studies (Psychology), Swinburne University of Tnlgy
- Bachelor of Behavioural Studies, Swinburne University of Tnlgy
- Bachelor of Business, Swinburne University of Tnlgy
- Bachelor of Technology (Information Systems), Swinburne University of Tnlgy
This unit may be eligible for credit towards other courses:
- Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
- In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Unibooks textbook list.
