Services Marketing and Customer Management
36 hours
One Semester or equivalent
Hawthorn
Available to incoming Study Abroad and Exchange students
Overview
This unit combines an in-depth analysis of the marketing techniques that apply to service organisations and develops students' abilities to collect and synthesise marketing information about service firms, and to develop services marketing solutions based on insights into services marketing theories and best practice in the service sector.
Requisites
Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 2
Location
Hawthorn
Start and end dates
29-July-2024
27-October-2024
27-October-2024
Last self-enrolment date
11-August-2024
Census date
31-August-2024
Last withdraw without fail date
13-September-2024
Results released date
03-December-2024
Semester 1
Location
Hawthorn
Start and end dates
03-March-2025
01-June-2025
01-June-2025
Last self-enrolment date
16-March-2025
Census date
31-March-2025
Last withdraw without fail date
24-April-2025
Results released date
08-July-2025
Learning outcomes
Students who successfully complete this unit will be able to:
- Apply coherent and advanced knowledge of developing and delivering quality services
- Apply problem-solving, design and decision making methodologies to integrate the strategies, tools and approaches for addressing the unique challenges associated with the marketing of services
- Critically analyse current research methods and challenges regarding services marketing and customer management
- Work effectively in a team environment
Teaching methods
Hawthorn
| Type | Hours per week | Number of weeks | Total (number of hours) |
|---|---|---|---|
| On-campus Class | 2.00 | 12 weeks | 24 |
| Online Lecture | 1.00 | 12 weeks | 12 |
| Unspecified Activities Independent Learning | 9.50 | 12 weeks | 114 |
| TOTAL | 150 |
Assessment
| Type | Task | Weighting | ULO's |
|---|---|---|---|
| Assignment | Individual | 50 - 60% | 1,2,3 |
| Assignment | Group | 40 - 50% | 1,2,3,4 |
Content
- Services marketing and the extended marketing mix
- Critical elements of the mix
- Product development and innovation
- Pricing and demand/supply management
- Physical setting or servicescape management
- Management of service delivery processes and distribution strategy
- Human resources and customer service management
- Relationship management and service quality monitoring and management
Study resources
Reading materials
A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.