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Service and Relationship Marketing (MKTG30003)
Undergraduate level 3Points: 12.5On Campus (Parkville)
About this subject
- Overview
- Eligibility and requirements
- Assessment
- Dates and times
- Further information
- Timetable(opens in new window)
Contact information
Semester 1
Ms Triparna Gandhi triparna.gandhi@unimelb.edu.au
Ms Hedieh Hatami hedieh.hatami@unimelb.edu.au
Overview
Availability | Semester 1 |
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Fees | Look up fees |
The marketing of service presents unique challenges and opportunities to enhance value creation by customers. This is because of the intangible, heterogeneous nature of the offering and the critical role of service personnel in service delivery. Strategies to address these challenges and opportunities are presented. 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.
Intended learning outcomes
On successful completion of this subject, students should be able to:
- Analyse the unique challenges involved in the provision of service.
- Apply the relevant service marketing theories, concepts and frameworks to solve service related problems and evaluate current business practices.
- Evaluate the process of value co-creation for enhanced customer experiences
- Critique commonly used service metrics such as perceived service quality, customer satisfaction and net promoter score.
- Appreciate front-line staff and apply practices to recognise and minimise role stress.
Generic skills
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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.
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Moderate level of development: oral communication; use of computer software.
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Some level of development: statistical reasoning.
Last updated: 11 April 2024
Eligibility and requirements
Prerequisites
Code | Name | Teaching period | Credit Points |
---|---|---|---|
MKTG10001 | Principles of Marketing |
Semester 2 (On Campus - Parkville)
Semester 1 (On Campus - Parkville)
|
12.5 |
Corequisites
None
Non-allowed subjects
None
Recommended background knowledge
Please refer to Prerequisites and Corequisites.
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: 11 April 2024
Assessment
Additional details
- 2 hour end of semester exam, during exam period 50%
- 50 minute mid semester test, week 7, 10%
- One team based written report totalling not more than 4000 words, week 11, 30%
- One team based oral presentation (10 minutes) due in an allocated week throughout semester, 5%
- Tutorial attendance, preparation and contribution, throughout semester, 5%
- To pass this subject students must pass the end of semester examination
Last updated: 11 April 2024
Dates & times
- Semester 1
Principal coordinators Hedieh Hatami and Triparna Gandhi Mode of delivery On Campus (Parkville) Contact hours One two hour lecture and a 1-hour tutorial per week Total time commitment 170 hours Teaching period 4 March 2019 to 2 June 2019 Last self-enrol date 15 March 2019 Census date 31 March 2019 Last date to withdraw without fail 10 May 2019 Assessment period ends 28 June 2019 Semester 1 contact information
Ms Triparna Gandhi triparna.gandhi@unimelb.edu.au
Ms Hedieh Hatami hedieh.hatami@unimelb.edu.au
Time commitment details
170 Hours
Last updated: 11 April 2024
Further information
- Texts
Prescribed texts
You will be advised of the prescribed text by your lecturer
- Related Handbook entries
This subject contributes to the following:
Type Name Breadth Track Product Management - Breadth options
This subject is available as breadth in the following courses:
- 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.
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
This subject is available to students studying at the University from eligible overseas institutions on exchange and study abroad. Students are required to satisfy any listed requirements, such as pre- and co-requisites, for enrolment in the subject.
Last updated: 11 April 2024