Services Marketing Management
This course addresses the distinct needs and problems of service organisations, both in relation to consumer and business markets, in the domestic, international and global perspectives. Main areas covered include the nature of services and consumer involvement is service processes, relationships and consumer behaviour, STP analysis, the marketing mix and strategy and planning (including loyalty, customer service, customer complaints and service recovery. There is an emphasis on the case method complemented by readings and weekly group debates of current events in services marketing.
|Faculty||Faculty of Business and Law|
|School||Newcastle Business School|
On successful completion of this subject, students will be able to:
The theme of the course is that services (both commercial and not-for-profit) possess several unique characteristics that require a distinctive approach to marketing strategy - both in its development and execution. This distinctiveness is recognised by building upon and expanding core marketing concepts and models, adapting them to the services sector. Central to discussion will be service quality improvement, how to ensure sustained customer satisfaction levels, generate customer loyalty, and create a healthy service culture within the firm. Because people (both customers and employees) are central to services theory and practice, attention is given to the examination of internal marketing and relationship management, in addition to the more traditional customer-focused external marketing.
|Assumed Knowledge||GSBS6010 - Foundation of Marketing Theory|
|Modes of Delivery||External Mode
|Compulsory Components||None listed|
|Course Materials||None listed|
|Timetable||2014 Course Timetables for GSBS6111|