Services and Relationship Marketing Management
The importance of services and relationship marketing management for growth in developed economies has led business to characterise the creation and delivery of intangible value as a characteristic of service-dominant economies. The major course focus is upon the creation and provision of customer perceived value to a variety of audiences, consumers, businesses and employees through intangible experiences and managed long-term relationships. Services possess unique characteristics relative to tangible dominant views of the world which need to be fully understood. These characteristics justify consideration of whether traditional marketing management concepts and models need to be adapted to better account for service-dominant economies and for the successful management of business relationships.
The course addresses how to improve service quality, increase and maintain customer satisfaction levels, generates customer loyalty, and creates a healthy service culture within the firm, in interactions with customers and when marketing relationships are involved. Emphasis is upon both the extended services marketing mix, and the relationship marketing continuum, including personalisation aspects relevant to contemporary e-environments, and the importance of a thorough understanding of the importance of ethics and social responsibility issues in marketing.
|Faculty||Faculty of Business and Law|
|School||Newcastle Business School|
Trimester 1 - 2016
Trimester 2 - 2016 (Newcastle City Precinct)
Trimester 2 - 2016 (Sydney Elizabeth Street)
Trimester 3 - 2016 (WebLearn GradSchool)
On successful completion of this course, students will be able to:
The lecture topics for this course include:
|Assumed Knowledge||GSBS6005 Marketing Management and Planning|
|Timetable||2016 Course Timetables for GSBS6015|