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MKTG 304

Services Marketing

Course overview

You’ll understand the difference between marketing services versus marketing physical goods, and develop strategies to promote organisations that are service focused.

Course information

Prerequisites and Restrictions You must satisfy the following requirement(s):
  • a minimum of 45 credit point(s) from the course(s) specified below
  • a minimum of 15 credit point(s) from the course(s) specified below
  • Consumer Behaviour , MKTG-205
or
  • a minimum of 15 credit point(s) from the course(s) specified below
  • Managing People , COMM-201
or
  • a minimum of 15 credit point(s) from the course(s) specified below
  • Principles of Marketing , MKTG-115
and
  • a minimum of 30 credit point(s) from the course(s) specified below
  • any level 200 course
  • any level 300 course

Available semesters Semester 2 2021
Credits 15
Domestic fees $741.00

What you will learn

After successfully completing this course, you’ll be able to:

  1. Apply the services marketing terminology and concepts to strategically market services.
  2. Delineate between marketing services and goods.
  3. Understand market-orientated management, relationship marketing and customer profitability.
  4. Comprehend service quality, customer satisfaction, engagement, image, perceived value, behavioural intentions and customer retention.
  5. Understand the methods used to measure the interrelationships among service quality, customer satisfaction, engagement, image, perceived value, behavioural intentions and customer retention.
  6. Strategically manage and market services by applying the methodology developed in lectures, in case study analysis, in critical incident analysis and in hierarchical modelling.
  7. Evaluate marketing-orientated-management and the impact of customer profitability on the orientation.
  8. Develop comprehensive hierarchical models for marketers to use in their strategic and tactical marketing initiatives.

Course examiners

Michael Clemes

Michael D Clemes

Senior Lecturer

Faculty of Agribusiness and Commerce

[email protected]