Services Marketing (MKTG6103)

UNIT OF STUDY

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.

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Further unit of study information

Classes

1x 3hr seminar per week

Assessment

Participation (20%), exam (30%), final assignment written project (30%), final assignment presentation (18%), and Research component (2%)

Faculty/department permission required?

No

Unit of study rules

Prerequisites and assumed knowledge

MKTG5001

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Cross-institutional study

If you are from another Australian tertiary institution you may be permitted to underake cross-institutional study in one or more units of study at the University of Sydney.

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