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 2022 in Semester 1 and Semester 2 at Malaysia. It needs MKW2420 and MKW2460.
- Credit points
- 6
- Offered in 2022
- Semester 1, Semester 2
- Malaysia
- Assessment
- Exam 50%
- and 1 other task
- Workload
- 144 hours
- per semester
This is the 2022 handbook entry. See the 2027 entry.
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Requisites
Before MKW3301
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKW3301
No unit lists MKW3301 as a prerequisite in the 2022 handbook.
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 2022
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Within semester assessment50%
- 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 approachCase-based teaching
- Teaching approachActive learning
- Teaching approachIndustry-based learning
- Teaching approachProblem-based 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.
This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
This unit provides you with the opportunity to engage in industry-based learning to incorporate professional and industry experience into your studies.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
Where it fits
MKW3301 is part of 1 area of study in the 2022 handbook.
Contacts
- Chief Examiners
- Dr Juliana French
- Dr Racheal Louis Vincent
Common questions
When is MKW3301 offered?
In 2022, 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 50% of the final mark, alongside 1 other task.
Which majors and minors include MKW3301?
MKW3301 is part of Strategic marketing.