BIBM652 – Services Marketing Management
Services Marketing Management
Students will understand the roles, functions and application of services marketing management within contemporary New Zealand organisations. They will explore the key resources, skills, techniques, attitudes and ethics required to operate successfully in a range of service environments.
- Directed hours
- Self directed hours
- Total learning hours
- Learning Outcomes
- 1. Examine the concepts of services marketing management and evaluate their relationship to
organisations and their environments
2. Demonstrate an understanding of the importance of customer focused strategies for
delivering quality customer service within a range of organisations
3. Analyse how services marketing management concepts are applied in organisations and
identify and evaluate the quality measures and tools adopted by service organisations
4. Develop and present a contextualised service quality plan aimed at improving customer
satisfaction and establishing a sustainable competitive advantage
- - Nature of services and marketing consequences for organisations
- Services marketing management planning
- Relationship marketing
- Service quality, value and customer satisfaction
- Service brands and image
- Internal marketing and managing service culture
- Quality assessment tools and improvement strategies
- Service innovation
- Teaching and Learning Strategy
- Teaching will involve blended delivery methods incorporating the Moodle online delivery platform. Other delivery methods my involve theoretical and practical classes, face to face, lectures, tutorials, workshops, group activities, guest tutors, field trips, role-play, and video conferencing, as appropriate.
- Basic of Assessment
- Candidates must achieve a minimum result of 40% in Assessment 3 of this module. They must also achieve a C grade pass overall from all assessments to receive a passing grade for the module.
- Learning and Teaching Resource
- Required Text:
An extended reading list will be supplied by the tutor at commencement of the module. This will be updated annually.