Service Design and Marketing

Unit code: BHO3001 | Study level: Undergraduate
Credit points
12
(Generally, 1 credit = 10 hours of classes and independent study.)
Location
City Campus
India Online
Online Real Time
VU Brisbane
VU Online
VU Sydney
Prerequisites
BHO1000 - Marketing Theory and Practice
(Or equivalent to be determined by unit coordinator)
Overview
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Overview

Understand the services that play an increasingly critical role in the economies of most developed countries, with Service Design and Marketing.

This unit focuses on designing service experiences to provide customer value, by using the appropriate marketing mix of:

  • services
  • service encounters
  • people
  • processes
  • service quality
  • technology.

You will examine the role of service — its design and implementation — in the context of customer value creation.

Learning Outcomes

On successful completion of this unit, students will be able to:

  1. Assess and critique the unique challenges involved in marketing and managing services and experiences;
  2. Determine and investigate the various components of the services marketing mix;
  3. Articulate the key issues required when managing customer satisfaction and service quality; and,
  4. Clarify the participants’ role as co-creators of experiences, satisfaction and recovery using various communication skills.

Assessment

For Melbourne campuses

Assessment type: Test
|
Grade: 20%
In-class MCQs and scenario-based
Assessment type: Presentation
|
Grade: 20%
Presentation based on group report (Group)
Assessment type: Report
|
Grade: 30%
Research report (Group)
Assessment type: Assignment
|
Grade: 30%
Reflective assessment

Required reading

Readings are available on VU Collaborate.

As part of a course

This unit is not compulsory for any specific course. Depending on the course you study, this unit may be taken as an elective.

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