The service sector is one of the largest and most substantial contributors to Australia's GDP. This unit aims to challenge traditional perspectives of marketing since the provision of services and the way in which these are designed and offered to the marketplace fundamentally differs from the more traditional 'product or goods marketing' perspective. The unit will examine marketing theory and practice as it applies in sectors which deal primarily in the provision of services. It will however recognise that service is an inherent aspect of many organisations which must be strategically managed. The unit is an applied unit; a range of important conceptual and practical issues concerned... -- Course Website
Instructor: Dr Jana Bowden-Everson
Prerequisites: MKTG696 or admission to MCom or MIntBus or MEc or MActPrac prior to 2011
