Unit aim

Introduces students to concepts and practices of service-logic in marketing, the role of the customers within the service system and effective management of customer relationships. Approaches and tools for analysing, improving and developing complex services will be explained and applied, along with concepts of service quality, service recovery and the determinants of customer satisfaction and dissatisfaction.

Unit content

Topic 1: Services Marketing and its central frameworks
Topic 2: Taking a customer focus and its consequences
Topic 3: Customer perceptions of a service
Topic 4: Quality management in services
Topic 5: New service development and service design
Topic 6: The service environment and servicescape
Topic 7: Performing service - the actors and their roles in service
Topic 8: Managing demand and capacity
Topic 9: Managing customer relationships
Topic 10: Building a customer-focused organisation

Learning outcomes

Unit Learning Outcomes express learning achievement in terms of what a student should know, understand and be able to do on completion of a unit. These outcomes are aligned with the graduate attributes. The unit learning outcomes and graduate attributes are also the basis of evaluating prior learning.

Learning outcomes and graduate attributes

Prescribed texts

Session 2

  • Wilson A, Zeithaml, VA, Bitner, MJ & Gremler, DD, 2012, Services Marketing: Integrating Customer Focus Across the Firm, 2nd European edn, McGraw Hill, Maidenhead, Berkshire. ISBN: 9780077131715.

Session 3

  • Wilson A, Zeithaml, VA, Bitner, MJ & Gremler, DD, 2012, Services Marketing: Integrating Customer Focus Across the Firm, 2nd European edn, McGraw Hill, Maidenhead, Berkshire. ISBN: 9780077131715.
Prescribed texts may change in future study periods.

Teaching and assessment

Gold Coast

Teaching method
Lecture online 1 hour (10 weeks)
Tutorial on-site 2 hours (10 weeks)
Assessment
Report25%
Service audit and design50%
Presentation25%

Lismore

Teaching method
Lecture online 1 hour (10 weeks)
Tutorial on-site 2 hours (10 weeks)
Assessment
Report25%
Service audit and design50%
Presentation25%

Online

Teaching method
Lecture online 1 hour (10 weeks)
Assessment
Report25%
Service audit and design50%
Presentation25%

Singapore - MDIS

Teaching method
Structured online learning
Assessment
Report25%
Service audit and design50%
Presentation25%
Notice

Intensive offerings may or may not be scheduled in every session. Please refer to the timetable for further details.

Southern Cross University employs different teaching methods within units to provide students with the flexibility to choose the mode of learning that best suits them. SCU academics strive to use the latest approaches and, as a result, the learning modes and materials may change. The most current information regarding a unit will be provided to enrolled students at the beginning of the study session.

Fee information

Domestic

Commonwealth Supported courses
For information regarding Student Contribution Amounts please visit the Student Contribution Amounts.
Commencing 2015 Commonwealth Supported only. Student contribution band: 3

Fee paying courses
For POSTGRADUATE or UNDERGRADUATE full fee paying courses please check Domestic Postgraduate Fees OR Domestic Undergraduate Fees

International

Please check the international course and fee list to determine the relevant fees.

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