Services Marketing
PostgraduateTAS-BMA6062023
Course information for 2023 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
- Week 1-Foundations to Services
- Week 2-Focus on the Customers
- Week 3-Understanding Customer Requirements
- Week 4-Aligning Service Design and Standards
- Week 5-Delivering and Performing Service
- Week 6-Managing Service Promises
- Week 7-Managing Service Promises
- Week 8-No lecture
- Week 9-Drop-in session for major project queries
- Week 10-Drop-in session for major project queries
- Week 11-No lecture
- Week 12-Solving Service Problem presentations
- Week 13-Solving Service Problem presentations to service provider
Services dominate the global economy. Australia is a service economy, with the fastest growth rates in job formation, are 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 they 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 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.
- 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:
Core
- TAS-MMK-MAS-2023 - Master of Marketing Management
- TAS-MKT-GDI-2023 - Graduate Diploma in Marketing
Elective
- TAS-FIN-MAS-2023 - Master of Finance
- OUA-PSU-GCE-2023 - Postgraduate Single Subjects
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
Master of Marketing Management
PostgraduateTAS-MMK-MAS
PostgraduateTAS-MKT-GDI
PostgraduateTAS-FIN-MAS
PostgraduateOUA-PSU-GCE