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Services Marketing Management - MARK6005
 Marketing 1

   
   
   
 
Campus: Kensington Campus
 
 
Career: Postgraduate
 
 
Units of Credit: 3
 
 
EFTSL: 0.06250 (more info)
 
 
Indicative Contact Hours per Week: 3
 
 
Enrolment Requirements:
 
 
Prerequisite: enrolment in program 8414 or permission of the Program Director
 
 
Fee Band: 3 (more info)
 
 
Further Information: See Class Timetable
 
  

Description

Services (both commercial and not-for-profit) possess a set of unique characteristics that require a distinctive approach to marketing strategy - both in their development and execution. This is particularly true of professional services (banking, legal, accounting services). The course builds on and expands key marketing management concepts and models and adapts them to the services sector. Themes include: analysing a service portfolio, service concept development and testing, service product-market analysis, customisation of services and range extensions, pricing and bundling new services, user analysis and usage management, planning for service platform evolution. Customer-focused external marketing is of importance (measuring and improving service quality, maintaining and increasing customer satisfaction, the use of CRM and eCRM), but so too is internal marketing because many services have a strong people or employee component.


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© The University of New South Wales (CRICOS Provider No.: 00098G), 2004-2011. The information contained in this Handbook is indicative only. While every effort is made to keep this information up-to-date, the University reserves the right to discontinue or vary arrangements, programs and courses at any time without notice and at its discretion. While the University will try to avoid or minimise any inconvenience, changes may also be made to programs, courses and staff after enrolment. The University may also set limits on the number of students in a course.