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Services Marketing
UoS Code MKTG6103
Credit points 6
Offered Semester 2
Prerequisites MKTG5001
Corequisites
Prohibitions
Assumed Knowledge
Additional Information
Lectures 3 hrs per week
Assessment Individual assignment; Quiz; Group presentation; Final exam; Class discussion; Participation.
Description Today\\\'s economy is dominated by service industries. Service industries account for almost 80 per cent of Australia\\\'s GDP and will generate virtually all the growth in new jobs. It is acknowledged that there are significant differences between services marketing and goods marketing. Unfortunately, most traditional marketing texts primarily focus on the marketing of physical goods. While these texts obviously provide valuable learning and insight, they are inadequate in preparing students for the marketing skills required in today\\\'s dynamic and service-based economies. This unit is designed to prepare students for senior marketing roles in today\\\'s \"new\" economy. It explores the unique characteristics of services organisations and distinctive marketing approaches required for success.