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: buyer behaviour of services; managing effective servicescapes; the importance and measurement of service quality, customer satisfaction, perceived value and loyalty; relationship marketing philosophy and practice; managing supply and demand of perishable service; the role of service personnel and customers in value creation; minimising the role stress of service personnel; service failures, customer complaint behaviour and effective service recovery.

• High level of development: written communication; collaborative learning; problem solving; team work; application of theory to practice; interpretation and analysis; critical thinking; synthesis of data and other information; evaluation of data and other information; accessing data and other information from a range of sources; receptiveness to alternative ideas.

• Moderate level of development: oral communication; use of computer software.

• Some level of development: statistical reasoning.

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