Services Marketing

Macquarie University

Course Description

  • Course Name

    Services Marketing

  • Host University

    Macquarie University

  • Location

    Sydney, Australia

  • Area of Study

    Marketing

  • Language Level

    Taught In English

  • Prerequisites

    MKTG101

  • Course Level Recommendations

    Upper

    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Credit Points

    3
  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview

    This unit has been developed in recognition of the size and growing importance of the services sector and of the distinctive characteristics of services (in contrast with tangible goods). This unit applies the principles of services marketing to organisations in the private, public and not-for-profit sectors. It will examine the characteristics and the unique problems caused by the differences between the marketing of tangible goods and the marketing of services. It will also endeavour to communicate the need for a detailed understanding of consumer behaviour as it applies to the purchase of services and to the interaction between customers and service providers. Finally, the unit will communicate the fact that the successful marketing of services and the successful delivery of customer service are critical elements in the development of customer satisfaction and the long term success of an organisation. In this regard, the concept of service quality and its measurement will be discussed, as will the link between service quality and customer satisfaction. In addition to formal lectures, the unit will employ case studies and group project work and will examine contemporary business examples and best practice.

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.