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Research School of Management · ANU College of Business and Economics
This course is designed to provide students with a comprehensive understanding of services marketing, focusing on the unique challenges and opportunities associated with marketing intangible products. The course covers key topics such as understanding customer behavior, developing service strategies, managing service delivery, measuring and improving service quality, and promoting services through various channels. Students will explore the key principles and techniques of services marketing, including service design, service innovation, pricing strategies, promotion, and service recovery. The course will also cover the role of technology and digital marketing in services marketing, as well as the challenges of managing global service businesses. Throughout the course, students will be encouraged to think critically and analytically about services marketing, applying theoretical concepts and frameworks to real-world marketing problems. By the end of the course, students will have developed the knowledge and skills necessary to design, implement, and evaluate effective services marketing strategies. This course will utilize a range of teaching methods, including lectures, case studies, group discussions, and projects.
Typical assessments may include but are not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentations, and other assessments deemed appropriate to show the attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary.
Learning outcomes 1, 2, 3, 4, 5, 6, 7
Students taking this course are expected to commit 130 hours to complete the work. For semester length offerings, this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work.
Information about the prescribed textbook (if any) will be made available via the Class Summary. Preliminary Reading Additional information about indicative readings (if any) will be made available via the Class Summary.