2014 Unit of Study

The session(s) below are for 2014. For Summer School 2014 unit of study availability please visit the Summer School website (main Summer session January/February 2014).

The University of Sydney session calendar shows exact dates for sessions.

Services Marketing
UoS Code MKTG6103
Credit points 6
Offered Semester 2
Prerequisites MKTG5001
Assumed Knowledge
Additional Information
Lectures 1x 3hr seminar per week
Assessment Participation (20%), exam (30%), final assignment written project (30%), final assignment presentation (18%), and Research component (2%)
Description Today's economy is dominated by service industries. Service industries account for almost 80 per cent of Australia's GDP and will generate virtually all the growth in new jobs. It is likely that students will spend most of their career in organisations that create or deliver services. This unit is designed to prepare students for senior marketing roles in today's \"new\" economy. It explores the unique characteristics of service organisations and distinctive marketing approaches required for success. It is acknowledged that there are significant differences between services marketing and goods marketing. Services are by nature different from products, and therefore lead to a set of different marketing challenges faced by service-based organisations such as those in tourism, hospitality, health care, aviation, banking, financial, accounting, medical and legal services industries. Most traditional marketing texts primarily focus on the marketing of physical goods. While these texts obviously provide valuable learning and insight, they are inadequate in preparing students for the marketing skills required in today's dynamic and service-based economies. The unit focuses on those aspects of services that require differential understanding and execution than in a product-marketing environment. Customer care, quality dimension, complaint management, relationship marketing, pricing, and how to use service as a competitive advantage are the other primary areas of interest covered by the unit.