24706 Strategic Services Marketing

Subject level: Postgraduate

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 behaviours 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 advanced knowledge and practical competencies 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 advanced knowledge and practical competencies to develop and implement an effective services marketing strategy.

Teaching and learning strategies

The subject is based on dynamic and interactive lecture and workshop sessions. It is taught through a combination of lectures and workshops (ie, tutorials). The lectures involve critical debate and in-depth case deliberations; and the workshops 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 the following topics:

• understanding service encounters
• building service models in marketing
• managing the service customer interface
• designing and implementing profitable service strategies
• building customer loyalty and 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 Exam (Individual)

Required text(s)

Wilson, Alan, Zeithaml, Valarie, Bitner, Mary Jo, Gremler, Dwayne D, 2008, Services Marketing: Integrating Customer Focus Across the Firm, first European Edition, McGraw Hill, ISBN-13 9780077107956

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 from the UTS Library).

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