Service Marketing

This subject has the following teaching availabilities in 2011:

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/

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 a 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.

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

• Describe the unique challenges involved in the marketing management of service firms;
• Identify and analyse the various components of the ‘service marketing mix' (people, process and physical evidence), as well as key issues required in measuring and managing service quality, customer satisfaction, loyalty and value perceptions;
• Analyse the role of employees and, increasingly, customers in service delivery, customer satisfaction, service recovery and value creation;
• Explain other key issues in service businesses such as managing supply and demand, the overlap in marketing/operations/human resource systems and the philosophy and implementation of relationship management.

• A 2-hour examination (50%) at the end of semester
• A mid-semester test (10%)
• A team-based assignment totalling not more than 4000 words (40%) in week 12 of semester

This subject is not available as a breadth subject.

On successful completion of this subject, students should have improved the following generic skills:

• Interpretative and analytical skills, through the application of the conceptual and theoretical frameworks presented in seminars to the 'real world' assignment;
• The ability to critically evaluate a service business based upon the theories and frameworks presented in seminars;
• The ability to synthesise and interpret data and other information sources to conduct an effective audit;
• The ability to work in a team through the group assignment;
• Oral and written communication skills, through seminar discussions, presentations and service audit report.