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MKTG305 Services Marketing

10 cp
Prerequisites MKTG100 Principles of Marketing and MKTG201 Consumer Behaviour
Teaching Organisation 3 hours per week for twelve weeks or equivalent.

Services marketing highlights strategic and tactical marketing practice in a services context. This unit explores the special characteristics of services that distinguish the marketing of services from goods. Topics include: the distinctive aspects of consumer decision-making relative to services and the implications for marketing strategy formation; the management of demand and supply; customer services and their influence on service satisfaction; service quality management and measurement; internationalisation of the service sector and distribution modes for services that reflect the significant impacts of new technologies on service delivery.

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