Service and Relationship Marketing

Subject MKTG30003 (2010)

Note: This is an archived Handbook entry from 2010.

Credit Points: 12.50
Level: 3 (Undergraduate)
Dates & Locations:

This subject has the following teaching availabilities in 2010:

Semester 1, Parkville - Taught on campus.
Pre-teaching Period Start not applicable
Teaching Period not applicable
Assessment Period End not applicable
Last date to Self-Enrol not applicable
Census Date not applicable
Last date to Withdraw without fail not applicable


Timetable can be viewed here. For information about these dates, click here.
Time Commitment: Contact Hours: One two hour lecture and a 1-hour tutorial per week
Total Time Commitment: Not available
Prerequisites: 325-104 Principles of Marketing
Corequisites: None
Recommended Background Knowledge: Please refer to Prerequisites and Corequisites.
Non Allowed Subjects: None
Core Participation Requirements:

For the purposes of considering requests for Reasonable Adjustments under the Disability Standards for Education (Cwth 2005), and Students Experiencing Academic Disadvantage Policy, academic requirements for this subject are articulated in the Subject Description, Subject Objectives, Generic Skills and Assessment Requirements for this entry.

The University is dedicated to provide support to those with special requirements. Further details on the disability support scheme can be found at the Disability Liaison Unit website: http://www.services.unimelb.edu.au/disability/

Coordinator

Assoc Prof Liliana Bove

Contact

Commerce Student Centre
Upper Ground Floor
ICT Building
111 Barry Street
The University of Melbourne

Tel: +61 3 8344 5317
Toll Free: 1800 666 300
Fax: +61 3 9347 3986
Email: commerce-courseadvice@unimelb.edu.au

Subject Overview:

The marketing of service presents unique challenges and opportunities to enhance value creation by customers. This is because of the intangible, heterogeneous nature of the product and the critical role of service personnel in service delivery. Strategies to address these challenges and opportunities are presented. Topics include: buyer behaviour of services; managing effective servicescapes; the importance and measurement of service quality, customer satisfaction, perceived value and loyalty; relationship marketing philosophy and practice; managing supply and demand of perishable service; the role of service personnel and customers in value creation; minimising the role stress of service personnel; service failures, customer complaint behaviour and effective service recovery.

Objectives:
  • Describe and analyse the basic theories and models within integrated marketing communications
  • Analyse and critically evaluate integrated marketing communications campaigns and explain why some campaigns are more effective than others
  • Apply major theories and models to marketing communications problems discussed in tutorials and within students' assignments
Assessment:

A 2-hour examination (60%) and assignment(s) totalling not more than 4000 words (40%).

Prescribed Texts: You will be advised of prescribed texts by your lecturer.
Breadth Options:

This subject is not available as a breadth subject.

Fees Information: Subject EFTSL, Level, Discipline & Census Date
Generic Skills:
  • High level of development: written communication; collaborative learning; problem solving; team work; application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources; receptiveness to alternative ideas.

  • Moderate level of development: oral communication; use of computer software.

  • Some level of development: statistical reasoning.

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