MKW3301 Services marketing
Faculty of Business and Economics
MKW3301 Services marketing is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2020 in Semester 1 and Semester 2 at Malaysia. It has no prerequisites.
- Credit points
- 6
- Offered in 2020
- Semester 1, Semester 2
- Malaysia
- Assessment
- Exam 90%
- and 2 other tasks
- Workload
- 144 hours
- per semester
This is the 2020 handbook entry. See the 2027 entry.
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Requisites
Before MKW3301
Prohibitions
You can't enrol if you have passed any of these.
After MKW3301
No unit lists MKW3301 as a prerequisite in the 2020 handbook.
Enrolment rules
MKW2402 and two units (12 points) at level 1 or 2 from the Department of Marketing.
Equivalent units
The same content under another code. Only one of them counts.
Overview
An in-depth analysis of the marketing techniques that apply to service organisations and industries including service design and delivery, customer service, service quality measurement and internal marketing.
Offerings in 2020
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Within semester assessment60%
- Within semester assessment50%
- ExaminationThreshold hurdle40%
- Examination50%
Learning outcomes
When you finish this unit, you should be able to:
- 1
define and explain service and understand the implications of this on marketing, buyer behaviour, classification of services and internationalising services
- 2
design a service using blueprinting and the servuction model, including managing service encounters and building loyalty
- 3
develop and implement promotional, pricing, product, distribution strategies for a service giving consideration to the demand management and service positioning implications
- 4
explain the importance of the measurement of service quality, giving consideration to relationship marketing theory, complaint handling and service recovery.
Workload and teaching
- Teaching approachResearch activities
- Teaching approachActive learning
Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.
Learning resources
Required resources
Wirtz, J., Chew, P. , and Lovelock, C. (2012) Essentials of Services Marketing (3rd Ed), Pearson Education. (ISBN: 978-9810686185)
Where it fits
MKW3301 is part of 1 area of study in the 2020 handbook.
Contacts
- Chief Examiners
- Dr Juliana French
Common questions
What are the prerequisites for MKW3301?
MKW3301 has no prerequisites, but enrolment rules apply.
When is MKW3301 offered?
In 2020, MKW3301 runs in Semester 1 and Semester 2 at Malaysia.
How much work is MKW3301?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKW3301 have an exam?
Yes. The exam is worth 90% of the final mark, alongside 3 other tasks.
Which majors and minors include MKW3301?
MKW3301 is part of Strategic marketing.