24306 Marketing of Services

Requisite(s): 24108 Marketing Foundations OR 241080 Marketing Foundations OR 24105 Marketing Principles OR 241050 Marketing Principles

These requisites may not apply to students in certain courses.

There are also course requisites for this subject. See access conditions.

This subject builds on existing marketing knowledge by increasing understanding and awareness of issues that are distinct to services. It examines marketing objectives and tasks for services and/or service divisions within companies, and critically assesses current marketing approaches by service sector operators.

Topics covered include: services marketing as a field of study; developing frameworks for services marketing; customer focus; the nature of service quality; creating and delivering new services; measurement of customer perceived quality; marketing to existing customers; marketing to your internal customer; managing the evidence; marketing communication and promotion of services; implementing a service marketing culture; and services marketing strategy.