Availabilities:

2021 unit offering information will be available in November 2020

Unit description

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
Topic 11: Integrated Marketing Communications (IMC) in Services
Topic 12: Pricing of Services

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.

GA1: Intellectual rigour, GA2: Creativity, GA3: Ethical practice, GA4: Knowledge of a discipline, GA5: Lifelong learning, GA6: Communication and social skills, GA7: Cultural competence
On completion of this unit, students should be able to:GA1GA2GA3GA4GA5GA6GA7
1critically discuss the unique nature and characteristics of services and the active role of the customer within the service system and value creation processesIntellectual rigourKnowledge of a discipline
2apply an understanding of the key issues and elements that play into the measurement and management of service quality and customer satisfactionIntellectual rigourKnowledge of a disciplineLifelong learning
3apply mapping techniques for analysing and developing a well-sequenced, holistic serviceIntellectual rigourKnowledge of a discipline
4critically discuss what it takes to build a customer-focused organization and to successfully manage customer relationshipsIntellectual rigourKnowledge of a discipline
5research, critically analyse and communicate a critical opinion on a contemporary services marketing issue.Lifelong learningCommunication and social skills

On completion of this unit, students should be able to:

  1. critically discuss the unique nature and characteristics of services and the active role of the customer within the service system and value creation processes
    • GA1: Intellectual rigour
    • GA4: Knowledge of a discipline
  2. apply an understanding of the key issues and elements that play into the measurement and management of service quality and customer satisfaction
    • GA1: Intellectual rigour
    • GA4: Knowledge of a discipline
    • GA5: Lifelong learning
  3. apply mapping techniques for analysing and developing a well-sequenced, holistic service
    • GA1: Intellectual rigour
    • GA4: Knowledge of a discipline
  4. critically discuss what it takes to build a customer-focused organization and to successfully manage customer relationships
    • GA1: Intellectual rigour
    • GA4: Knowledge of a discipline
  5. research, critically analyse and communicate a critical opinion on a contemporary services marketing issue.
    • GA5: Lifelong learning
    • GA6: Communication and social skills

Teaching and assessment

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 2021 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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