Services Marketing - MKTG207
This unit expands students’ understanding of marketing within the service sector. Students will be introduced to principles of services marketing and will examine the characteristics and problems unique to the marketing of intangible goods. In particular, the unit will examine the concept of consumer behaviour as it applies to the purchase of services and to the interaction between customers and service providers and also explore the link between service quality and customer satisfaction. On completion of this unit, students will be able to understand that the successful marketing of services and delivery of customer service are critical elements in the development of customer satisfaction and the long term success of a service sector organisation. In addition to lectures, the unit will use case studies and team project work to examine contemporary business examples and best practice.
| Credit Points: | 3 |
| When Offered: | S1 Day - Session 1, North Ryde, Day |
| Staff Contact(s): | Dr Jana Bowden-Everson |
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| Assessed As: | Graded |
| Offered By: | Department of Marketing and Management Faculty of Business and Economics |
Course structures, including unit offerings, are subject to change.
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