24306 Services Marketing Analysis and Strategy

Subject level: Undergraduate

Handbook description

The marketing of services poses some unique challenges. This subject provides an integrated managerial and strategic approach that places services issues within a broader general marketing management context and addresses the need for service marketers not only to understand customer needs and behaviors but also how to use these insights to develop strategies for competing effectively in the marketplace. Organised around a strategic marketing framework, this subject develops the knowledge and skills to develop and implement an effective services marketing strategy.

Subject objectives/outcomes

On successful completion of this subject students should be able to:

1. Implement practical solutions to complex services marketing problems.
2. Apply services marketing theories, frameworks and concepts to managerial decision contexts.
3. Apply analytical perspectives and decision tools, which underlie creative services marketing.
4. Work more effectively in teams to develop interpersonal, leadership and communication skills.
5. Present more effectively in an informal and formal manner the findings of the group work components.

Contribution to graduate profile

The marketing of services poses some unique challenges. This subject provides an integrated managerial and strategic approach that places services issues within a broader general marketing management context and addresses the need for service marketers not only to understand customer needs and behaviors, but also how to use these insights to develop strategies for competing effectively in the marketplace. Organised around a strategic marketing framework, this subject develops the knowledge and skills to develop and implement an effective services marketing strategy.

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of lectures and tutorials. The lectures involve critical debate and case deliberations; and the tutorials are built around in-class exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS web-based communication tool (UTSOnline Course Information) will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.

Content

The subject will address topics like the following:

• Understanding service encounters
• Building service models in marketing
• Managing the service customer interface
• Designing and implementing profitable service strategies
• Building customer loyalty & managing service recovery
• Improving service quality and productivity
• Providing services marketing leadership

Assessment

Assessment item 1: Mid-semester Exam (Individual)

Assessment item 2: Project Report (Group)

Assessment item 3: Final Examination (Individual)

Indicative references

Lovelock, Christopher H, Wirtz, Jochen, Chew, Patricia, 2008, Essentials of Services Marketing, First Edition, Pearson Education.

Guide to Writing Assignments, Faculty of Business, University of Technology, Sydney. This guide is available from www.business.uts.edu.au/resources/guide.html. Alternatively, you may purchase a hard copy from the Co-op Bookshop.

Services Marketing Journals including Journal of Services Marketing, Advances in Services Marketing, Journal of Professional Services Marketing, International Journal of Services Industry Management, and the Services Industries Journal (there are many more journals that are available to you via the UTS Library).

Note: It is expected that you source, read, and critique journal articles as part of your ongoing study programme.