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    Services 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 worldview? 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.

    About this paper

    Paper title Services Marketing
    Subject Marketing
    EFTS 0.15
    Points 18 points
    Teaching period Not offered in 2023 (On campus)
    Domestic Tuition Fees ( NZD ) $912.00
    International Tuition Fees Tuition Fees for international students are elsewhere on this website.
    Two of (MART 201, MART 202, MART 203) or two of (MART 201, MART 210, MART 211, MART 212)
    Schedule C

    Teaching staff

    To be confirmed when paper next offered.

    Teaching Arrangements
    Every week students must attend one 110-minute lecture.
    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
    Course outline
    View the course outline for MART 325
    Graduate Attributes Emphasised
    Interdisciplinary perspective, Communication, Critical thinking, Cultural understanding, Research, Self-motivation, Teamwork.
    View more information about Otago's graduate attributes.
    Learning Outcomes

    The purpose of the paper 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.

    Students who successfully complete this paper 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


    Not offered in 2023

    Teaching method
    This paper is taught On Campus
    Learning management system
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