Services Marketing
PostgraduateTAS-BMA6062024
Course information for 2024 intake
Enrolments for this course are closed, but you may have other options to start studying now. Book a consultation to learn more.
- Study method
- 100% online
- Assessments
- 100% online
- Entry requirements
- Part of a degree
- Duration
- 14 weeks
- Loan available
- FEE-HELP available
Services Marketing
About this subject
Upon completion of this subject, the student should be able to:
- Explain theories and concepts related to the service sector and how to distinguish the unique characteristics of services.
- Apply specific marketing and management principles and practices to manage service firms
- Develop strategies to build and enhance the service brands
- Refer to MyLO for study topics.
Services dominate the global economy. Australia is a service economy, with the fastest growth rates in job formation, in service industries. Even in emerging economies services contribute to half of the GDP growth. As a service consumer, you use an array of services, e.g. talking on the phone, social media services, using a credit card or ATM, navigating through University services and more. Services have unique characteristics that are not as tangible as consumer products. Service marketers are required to sell experiences and value propositions to customers, which makes it difficult to ‘hook’ customers. Often, consumers do not know how to evaluate the value of a service or how it actually works to make their lives easier before buying and using it. This calls for better understanding of the uniqueness of the nature of services and development of service-oriented marketing strategies.
The focus of this subject is to provide an overview of key strategic concepts and distinctive issues in modern services management and marketing. The subject will help students to develop knowledge about a specific characteristic of services across various industries and how to manage and market them. The subject will help students to learn how to create and develop relationships with customers by providing meaningful service solutions and plan to recruit and retain qualified service professionals. Students will also acquire knowledge about contemporary service thinking both in scholarly research and practice (e.g. service innovation and design thinking) and its implications for managing new age service firms. Students will develop skills for resolving service-oriented issues faced by service providers.
- Service Problem Solving Project and Presentation (45%)
- Tutorial Participation/Other Participation (30%)
- Case Study Analysis (25%)
For textbook details check your university's handbook, website or learning management system (LMS).
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Entry requirements
Part of a degree
To enrol in this subject you must be accepted into one of the following degrees:
Elective
- TAS-FIN-MAS-2024 - Master of Finance
Prior study
To help set you up for success before you start this subject, we suggest completing or having equivalent knowledge in:
Additional requirements
No additional requirements
Study load
- 0.125 EFTSL
- This is in the range of 10 to 12 hours of study each week.
Equivalent full time study load (EFTSL) is one way to calculate your study load. One (1.0) EFTSL is equivalent to a full-time study load for one year.
Find out more information on Commonwealth Loans to understand what this means to your eligibility for financial support.
Related degrees
Once you’ve completed this subject it can be credited towards one of the following courses
PostgraduateTAS-FIN-MAS