Overview

This unit combines an in-depth analysis of the marketing techniques that apply to service organisations and develops students' abilities to collect and synthesise marketing information about service firms, and to develop services marketing solutions based on insights into services marketing theories and best practice in the service sector.

Requisites

Teaching periods
Location
Start and end dates
Last self-enrolment date
Census date
Last withdraw without fail date
Results released date
Semester 1
Location
Hawthorn
Start and end dates
03-March-2025
01-June-2025
Last self-enrolment date
16-March-2025
Census date
31-March-2025
Last withdraw without fail date
24-April-2025
Results released date
08-July-2025

Learning outcomes

Students who successfully complete this unit will be able to:

  • Apply coherent and advanced knowledge of developing and delivering quality services
  • Apply problem-solving, design and decision making methodologies to integrate the strategies, tools and approaches for addressing the unique challenges associated with the marketing of services
  • Critically analyse current research methods and challenges regarding services marketing and customer management
  • Work effectively in a team environment

Teaching methods

Hawthorn

Type Hours per week Number of weeks Total (number of hours)
On-campus
Class		2.00 12 weeks 24
Online
Lecture		1.00 12 weeks 12
Unspecified Activities
Independent Learning		9.50 12 weeks 114
TOTAL150

Assessment

Type Task Weighting ULO's
AssignmentIndividual 50 - 60% 1,2,3 
AssignmentGroup 40 - 50% 1,2,3,4 

Content

  • Services marketing and the extended marketing mix
  • Critical elements of the mix
  • Product development and innovation
  • Pricing and demand/supply management
  • Physical setting or servicescape management
  • Management of service delivery processes and distribution strategy
  • Human resources and customer service management
  • Relationship management and service quality monitoring and management

Study resources

Reading materials

A list of reading materials and/or required textbooks will be available in the Unit Outline on Canvas.