Offering Information
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Course Team
Ranga Chimhundu
Summary
The role of service design and implementation in the context of customer value creation is the focus of this course. A knowledgeof these concepts is essential for marketers to establish and sustain service excellence and to provide customer value and contribute to lasting customer relationships.
SynopsisIn this course you will explore the key elements required by marketers to establish and sustain service excellence, provide customer value and forge lasting customer relationships. The course will focus on the marketing mix for services and how human, technological and operational factors influence how this is applied. The course explores these factors beyond the realm of traditional service industries.
Requisites
Course Anti-requisite
Offerings
Trimester 2
OL-TWMBA-TR2
ON-TWMBA-TR2
Learning Outcomes
Upon completion of this course, graduates will be able to:
1.
apply the theory and principles of ethical and sustainable value creation through service design to respond to marketing challenges and opportunities;
2.
apply an evidence-based approach to inform the implementation of service excellence principles in the context of business;
3.
apply knowledge of human factors, technology and digitisation in the development of strategies to capture and deliver high quality customer service and relationships;
4.
reflect on the challenges for organisations in sustaining high quality service delivery for both supplementary and core service offerings in the digital age;
5.
apply professional and strategic communication skills in the development of strategies for optimising service delivery and satisfactions that deliver value for organisations.
Topics
Marketing in the service economy
Customer relationships, satisfaction, and service quality
Service design and the the elements of the extended marketing mix for services (7Ps)
The role of people and technology for service creation and delivery
Ethical considerations for sustainable service delivery
Assessments
Assessment due dates (as listed in Week Due) are indicative until finalised by the end of Week 1 for each Study Period (Offering). After Week 1, Assessment due dates may change with the approval of the Dean (Academic) or Delegate in limited circumstances. All Assessment due date changes approved after Week 1 will be communicated to students accordingly via Handbook and StudyDesk.