Graduate School Of Business (Sgsm)Services Marketing ManagementWestern Sydney University Unit Code: 51016.1
Discipline: MARKETING
Student Contribution Band: 3
Level: 7
Credit Points: 10
Prerequisite
51001 Quantitative Analysis in Marketing
About this Unit
From 2010, this unit replaced by 200735 Marketing in Context. Students develop an understanding of the basic building blocks underlying services marketing (viz the consumer and the worker) and they sharpen skills in developing appropriate marketing management strategies for service operations. Candidates study environment and employees, formulating communication and pricing strategies, reasoning carefully about strategic options, and making marketing-mix decisions. Candidates learn implementation issues in services marketing -- customer retention, service recovery, service quality, and building a customer-focused service organisation.