This unit focuses on the challenge of viewing customers strategically and the unique demands this makes on managers and leaders. Through the analysis of case studies, students will be exposed to pivotal content in how tomorrow's corporations structure around process rather than task, engage in one-to-one marketing, mass-customise their offerings and attempt to build strong relationships with their customers. The unique feature of this unit is the combination of the strategic view of the customer and a detailed understanding of issues associated with services marketing. -- Course Website
Prerequisites: 5282 (v.6)<br/> Marketing Management 555
