325-306 Services and Relationship Marketing

325-211 Principles of Marketing.

This subject focuses on managing buyer-seller relationships, for the purpose of improving service and sales behaviours and performance, in consumer and organisational markets. Topics include understanding the importance of service quality in product and service industries; creating a market and service-orientated organisation; leadership and organisational issues in service/market driven organisations; identifying and selecting market segments; developing service programs for different market segments; conceptualising, measuring and using customer satisfaction, customer value, and service quality; creating service and salesperson evaluation and reward systems; and managing customer dissatisfaction and engaging the art of customer recovery.

A 2-hour end-of-semester examination (60%) and assignment(s) totalling not more than 4000 words (40%).