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
Eligibility and requirements
Prerequisites
None
Corequisites
None
Non-allowed subjects
None
Recommended background knowledge
Basic marketing
Inherent requirements (core participation requirements)
The University of Melbourne is committed to providing students with reasonable adjustments to assessment and participation under the Disability Standards for Education (2005), and the Assessment and Results Policy (MPF1326). Students are expected to meet the core participation requirements for their course. These can be viewed under Entry and Participation Requirements for the course outlines in the Handbook.
Further details on how to seek academic adjustments can be found on the Student Equity and Disability Support website: http://services.unimelb.edu.au/student-equity/home
Last updated: 9 April 2024
Assessment
| Description | Timing | Percentage |
|---|---|---|
Individual presentation
| Throughout the semester | 10% |
Mid-semester test
| Week 7 | 10% |
End of semester exam
| During the examination period | 50% |
Group written report (usually in groups of 4-5 students)
| Week 12 | 30% |
Last updated: 9 April 2024
Dates & times
- Semester 1
Principal coordinator Liliana Bove Mode of delivery On Campus (Parkville) Contact hours One 3-hour seminar per week Total time commitment 170 hours Teaching period 26 February 2018 to 27 May 2018 Last self-enrol date 9 March 2018 Census date 31 March 2018 Last date to withdraw without fail 4 May 2018 Assessment period ends 22 June 2018 Semester 1 contact information
Semester One contact information
Email: lbove@unimelb.edu.au
Time commitment details
Estimated total time commitment of 170 hours per semester
Last updated: 9 April 2024
Further information
- Texts
- Related Handbook entries
This subject contributes to the following:
Type Name Course Graduate Diploma in Veterinary Professional Leadership and Management Course Master of Management (Marketing) Course Master of Information Systems Course Master of Information Systems Course Master of Information Systems Informal specialisation 150 point Master of Marketing Communications Major MIS Research Specialisation Major MIS Professional Specialisation Major MIS Health Specialisation Informal specialisation 200 Point Master of Marketing Communications Informal specialisation 150 Point Master of Management (Marketing) - Available through the Community Access Program
About the Community Access Program (CAP)
This subject is available through the Community Access Program (also called Single Subject Studies) which allows you to enrol in single subjects offered by the University of Melbourne, without the commitment required to complete a whole degree.
Please note Single Subject Studies via Community Access Program is not available to student visa holders or applicants
Entry requirements including prerequisites may apply. Please refer to the CAP applications page for further information.
- Available to Study Abroad and/or Study Exchange Students
Last updated: 9 April 2024