University of Otago
Dunedin, New Zealand
Area of Study
Taught In English
Two of (MART 201, MART 202, MART 203) or two of (MART 201, MART 210, MART 211, MART 212)
Course Level Recommendations
ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.
Recommended U.S. Semester Credits3 - 4
Recommended U.S. Quarter Units4 - 6
Hours & Credits
OverviewServices marketing and service management between firms and their customers. This paper is vital to any understanding of contemporary marketing, including relationship marketing and the co-creation of value.Consider this: 70% of business activity today relates to service. How does this change our marketing world view? This year we will study the service logic appropriate for a variety of modern business settings, with emphasis on distinctive features of service management and marketing not covered in other marketing papers. Aspects of relationship marketing and the new service-dominant logic of marketing will also be covered.
The purpose of the course is to provide you with an overview of key strategic concepts and distinctive management issues in modern service(s) management and marketing. This topic area is changing fast due to new ideas and new digital technologies. Course material is broadly based on the recommended text, but we will also use case material from our own research and selected readings from key international scholars. Upon completion of this paper you should be able to:
-Differentiate between product and service characteristics and know how these differentiators can be used to establish competitive advantage for a firm
-Understand why the application of the marketing mix in a service environment has to be built up from interaction episodes between customers and their suppliers
-Develop an understanding of the interactive links between the service providers (people), the procedures (processes) and the physical evidence of the service offering
-Develop skills in service delivery design and problem diagnosis
-Understand the importance of customer retention, service recovery, relationship development and the role of internal marketing
-Consider the impact that modern technology has (Internet, social media) on service(s) marketing innovation
-Consider what new ways of relationship marketing thinking are needed in service dominant (post)modern economies
There is no compulsory text. Instead, you have a choice of recommended texts:
The Asia-Pacific version Hoffman, Bateson, Elliot and Birch (2010), Services Marketing: Concepts, Strategies and Cases, Cengage Learning
Hoffman, K.D. and Bateson, J.E.G., Services Marketing: Concepts, Strategies, and Cases, 4th or 3rd Editions, Cengage/Thomson Publishers. This is an International edition
The European edition (2009) with the same title but with authors Hoffman, Bateson, Wood and Kenyon
Courses and course hours of instruction are subject to change.
Eligibility for courses may be subject to a placement exam and/or pre-requisites.
Some courses may require additional fees.
Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.
Please reference fall and spring course lists as not all courses are taught during both semesters.
Availability of courses is based on enrollment numbers. All students should seek pre-approval for alternate courses in the event of last minute class cancellations
Please note that some courses with locals have recommended prerequisite courses. It is the student's responsibility to consult any recommended prerequisites prior to enrolling in their course.