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Service Management (MKTG90007)
Graduate courseworkPoints: 12.5On Campus (Parkville)
About this subject
Contact information
Semester 1
Semester One contact information
Email: lbove@unimelb.edu.au
Overview
| Availability | Semester 1 |
|---|---|
| Fees | Look up fees |
This subject aims to equip potential leaders in organisations with current knowledge and tools to compete through the strategic use of service. Suitable industries include consulting, advertising, finance, healthcare, legal, retail, hospitality, transportation and public services to name a few. The management of a service organisation presents unique challenges and opportunities because of the intangible nature of the offering and the critical role of service personnel, customers and technology in service creation and delivery. This subject will focus on the enabling practices, theories and frameworks that help improve the customer/client or citizen experiences for enhanced brand loyalty and organisational success. Subject content includes: developing a service culture; sales training; building trusting relationships; metrics for customer service; blueprinting desirable customer experiences; managing supply and demand of a perishable service; enabling service personnel, IT and customers for superior value creation; designing effective servicescapes; recognising and managing role stress in service personnel; planning for feedback and effective service failure recovery.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Create a service culture - learn how to motivate employees to take a customer centric viewpoint and approach to day-to-day decision making and behaviours
- Be confident in selling their service
- Measure and manage service quality, customer satisfaction, loyalty and value perceptions
- Analyse the role of employees, customers and technology in service delivery
- Be attuned to service personnel role stress
- Blueprint a service process for enhanced customer experience
- Design a servicescape for desired effects on customer and employee behaviour
- Recover effectively from a service failure
- Consider both intended and unintended consequences to all stakeholders of decisions made in the management of a service organisation
Generic skills
On successful completion of this subject, students should have improved the following generic skills:
- Interpretative and analytical skills, through the application of the conceptual and theoretical frameworks presented in seminars to the 'real world' assignment;
- The ability to critically evaluate a service business based upon the theories and frameworks presented in seminars;
- The ability to synthesise and interpret data and other information sources to conduct an effective audit;
- The ability to work in a team through the group assignment; and
- Oral and written communication skills, through seminar discussions, presentations and service audit report.
Last updated: 9 April 2024