24706 Strategic Services Marketing

6cp
Requisite(s): (24734c Marketing Management OR 24834c Marketing Decision Making) AND 24710c Buyer Behaviour AND (18 credit points of completed study in 18Credit Points spk(s): STM91699 c 24cp Core Subjects (MMarketing) OR 18 credit points of completed study in 18Credit Points spk(s): STM91700 c 18cp Core Subjects (GDMarketing))
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.
Postgraduate

Description

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.

Typical availability

Autumn session, City campus

Detailed subject description.

Access conditions

Note: The requisite information presented in this subject description covers only academic requisites. Full details of all enforced rules, covering both academic and admission requisites, are available at access conditions and My Student Admin.