Services Marketing and Customer Management
Duration
- One semester or equivalent
Contact hours
- 36
On-campus unit delivery combines face-to-face and digital learning.
2024 teaching periods
| Hawthorn Higher Ed. Semester 1 |
Hawthorn Higher Ed. Semester 2 | |
|---|---|---|
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Dates: Results: Last self enrolment: Census: Last withdraw without fail: |
Aims and objectives
Students who successfully complete this unit will be able to:
1. Apply coherent and advanced knowledge of developing and delivering quality services.
2. Apply problem-solving, design and decision making methodologies to integrate the strategies, tools and approaches for addressing the unique challenges associated with the marketing of services.
3. Critically analyse current research methods and challenges regarding services marketing and customer management.
4. Work effectively in a diverse team environment.
Unit information in detail
- Teaching methods, assessment, general skills outcomes and content.
Teaching methods
Face to Face:
Lectures/workshop (12 x 3 hours)
Students are expected to engage with online content and discussions.
For all teaching and learning structures (both face to face and online), students are expected to spend an average of 150 hours per unit in total over the duration of the study period
This includes all:
• Scheduled teaching and learning events and activities (contact hours timetabled in a face-to-face teaching space) and scheduled online learning events (contact hours scheduled in an online teaching space), and
• Read all prescribed materials and/or view videos in preparation for each class
• Attend and engage in all scheduled classes (face to face or online)
• Start assessment tasks well ahead of the due date, and submit assessments promptly
• Read / listen to all feedback carefully, and consider it for future assessment
• Engage with fellow students and teaching staff (don’t hesitate to ask questions)
Assessment
General skills outcomes
During this unit students will receive feedback on the following key generic skills:
- problem solving skills
- teamwork skills
- analysis skills
- communication skills
- ability to tackle unfamiliar problems, and
- ability to work independently
Content
- Services marketing and the extended marketing mix
- Critical elements of the mix
- Product development and innovation
- Pricing and demand/supply management
- Physical setting or servicescape management
- Management of service delivery processes and distribution strategy
- Human resources and customer service management
- Relationship management and service quality monitoring and management
Study resources
- Reading materials.