MKT8003 Services Marketing Management
Computer, e-mail and Internet access: Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. All material is loaded to StudyDesk. It is essential that you are familiar with how to use StudyDesk and how to access the material. You must have a working username and password. All students must also be familiar with EASE as the assignment submission system. Current details of computer requirements can be found at <http://www.usq.edu.au/ict/students/standards/default.htm>.
The course focuses on the unique challenges of managing services and delivering quality service to customers. The attraction, retention, and building of strong customer relationships through quality service (and services) are central to the course content. The course is equally applicable to organisations whose core product is service (e.g., banks, transportation companies, hotels, hospitals, professional services etc.) and to organisations that depend on service excellence for competitive advantage (e.g., high technology, manufacturers and industrial products, etc.). In this course you will learn critical skills and gain knowledge needed to implement quality service and service strategies for competitive advantage across industries. Also frameworks for customer-focused management, and how to increase customer satisfaction and retention through service strategies are discussed. Other topics that will be addressed include, service recovery, service mapping, linking customer management to performance measurement and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. This course provides pivotal content for tomorrow's businesses as they structure around process rather than task, and attempt to build strong relationships with their customers.