units

MKF3301

Faculty of Business and Economics

Skip to content | Change text size
 

print version

Monash University Handbook 2010 Undergraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

LevelUndergraduate
FacultyFaculty of Business and Economics
OfferedCaulfield Summer semester A 2010 (On-campus block of classes)
Caulfield Summer semester A 2010 (Day)
Coordinator(s)Dr Yelena Tsarenko

Synopsis

An in-depth analysis of the marketing techniques that apply to service organisations and industries including service design and delivery, customer service, service quality measurement and internal marketing.

Objectives

The learning goals associated with this unit are to:

  • define a service and understand the implications of this on marketing research, buyer behaviour, classification of services and internationalising services
  • design a service using blueprinting and the servuction model
  • develop and implement promotional, pricing, product, distribution strategies for a service giving consideration to the demand management implications
  • explain the importance of the measurement of service quality, giving consideration to relationship marketing theory.

Assessment

Within semester assessment: 50%
Examination (2 hours): 50%

Contact hours

3 hours class contact or equivalent per week

Prerequisites

MKF1120 or MKW1120 and 7 other first-year units

Prohibitions

MKC2300, MKW3301