MRKTG306-20B (TGA)
Services Marketing
15 Points
Staff
Convenor(s)
Korey Rubenstein
korey.rubenstein@waikato.ac.nz
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Administrator(s)
Librarian(s)
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Paper Description
The service sector is the engine of economic growth in developed and developing countries. Around the world, services collectively account for a substantial number of jobs, both skilled and unskilled. Many of these services are undergoing transformation driven by advances in technology, globalization, and evolving consumer lifestyles and needs. In this environment, successful marketing of services depends on understanding key marketing theories and concepts, as well as knowing how to use them effectively in the real world. This paper takes a managerial approach to the marketing of services, with a strong emphasis on customers’ experiences of services and their implications for marketing services.
Paper Structure
An introduction to the marketing of services, this paper is designed to provide a sound base of theory and the opportunity to apply this knowledge to a range of cases. The paper combines a range of teaching/learning formats, including online content, in-person tutorials, and self-directed learning.
Important to note:
- Each week there are topics provided online for you to study independently. In many weeks there is also a workshop class.
- Participation (preferably face-to-face) in the workshop classes is very important to achieve the learning goals.
- Default to Moodle for up to date information and communication.
Learning Outcomes
Students who successfully complete the course should be able to:
Assessment
Assessment Components
The internal assessment/exam ratio (as stated in the University Calendar) is 100:0. There is no final exam.
Required and Recommended Readings
Required Readings
Lovelock, C. H., Patterson, P. G., & Wirtz, J. (2015). Services marketing: An Asia-Pacific and Australian perspective. Frenchs Forest NSW: Pearson Education.
Note: Ensure you use the 6th edition!
Copies of this textbook are on course reserve in the library.
Recommended Readings
Other Resources
Online Support
Workload
Linkages to Other Papers
Prerequisite(s)
Prerequisite papers: MKTG151 or MRKTG101
Restriction(s)
Restricted papers: MKTG354 and MKTG454