Course overview
The aim of the course is to enables learners to develop a deeper understanding of service marketing, and introduce the principles and concepts for the design, development, and effective delivery of services. By examining core service theories, such as the gaps model of service quality and the extended marketing mix, learners will develop the critical thinking and problem-solving skills required for designing and implementing service strategies that maximise customer value and sustain high-quality service outcomes. This course furthers learners’ understanding of contemporary marketing environments and exchanges, preparing graduates to excel in global economies that continue to grow increasingly reliant on service industries.
- Understanding Service Customers
- Managing Servicescapes
- The Future of Services
Course learning outcomes
- Identify and explain core services marketing theories and concepts, and apply them to analyse customer experience in services.
- Critically analyse the unique characteristics of services and evaluate their implications for marketing strategy across diverse service sectors
- Apply services marketing research and learnings to design and justify service marketing strategies that integrate service quality, customer experience, and relationship management to enhance long-term customer value
- Apply advanced frameworks and digital tools to develop innovative solutions for challenges in service design, delivery, and communication in global and technology-driven contexts
- Evaluate and communicate service marketing decisions using contemporary research and practice, demonstrating professional judgement, cross-cultural sensitivity, and ethical responsibility
Availability
Class details
Adelaide City Campus West
Group 1
Class number 25088
Section WS02
Size 30
Available 26
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