24706 Strategic Services Marketing6cp
Requisite(s): 24734c Marketing Management AND ( 24710c Buyer Behaviour )
The lower case 'c' after the subject code indicates that the subject is a corequisite. See definitions for details.
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
The marketing of services poses some unique challenges. This subject provides an integrated managerial and strategic approach that places services issues within a broader general marketing management context and addresses the need for service marketers not only to understand customer needs and behaviours, but also how to use these insights to develop strategies for competing effectively in the marketplace. Organised around a strategic marketing framework, this subject develops advanced knowledge and practical competencies to develop and implement an effective services marketing strategy.
Autumn session, City campus
Detailed subject description.