MKT205 Services Marketing
Unit Code
MKT205
Level
Undergraduate
Campus
Brisbane | Sydney
Prerequisites
MKT201
Credit Points
10
Overview
Services are, by their nature, different from products, and therefore lead to a different set of marketing challenges faced by service-based organisations such as those in tourism, hospitality, health care, financial, and legal industries. Services Marketing provides you with an understanding of the unique characteristics of the services environment. It focuses on adapting marketing management concepts to services by identifying and analysing the various components and extending the services marketing mix. This subject will deal with key issues concerning the management and measurement of service quality and customer satisfaction. Furthermore, the subject develops your understanding of the critical role of service personnel and their customers with respect to service delivery, service failure and service recovery.
Associated Degrees
Duration | AQF Level
One Semester | Level 7
Core or elective Subject
☒ core subject for BBM
☐ elective subject
☐ other (please specify below):
Study Modes
√ Face to face on site
√ Full-time
√ Part-time
Learning Outcomes
- Understand and describe frameworks and tools (i.e. services categories, blueprinting, service escape, service quality gap model, extended marketing mix evidence) to analyse services and develop competitive strategies
- Source and manage relevant information to develop and present services marketing strategies for local and international service organisations
- Compile and discuss a list of strategies, technologies and service environments to enhance employee–customer interactions in service encounters
- Appraise relationship marketing and service recovery strategies to retain customers and build loyalty
- Apply analytical perspectives and decision tools, which underlie creative services marketing, in a variety of domestic and international contexts
Assessment
AIIHE uses a variety of assessment tools to guide and assess each student’s achievement of their learning outcomes. In this subject there will be in–class activities intended to support you to engage in and reflect on your learning journey and understanding of the subject. You will also undertake assessment tasks related to your skills development, your effective engagement in group work and delivery of collaborative outcomes, including a written report and an oral presentation.
Summary of Assessment
- Students must attempt all assessment tasks, and at least a mark of 50% in total, to pass this subject.
- Assessment in this subject is consistent with and informed by the AIIHE Assessment Policy and Procedure.
| Assessment Task | Due Date | Weighting |
|---|---|---|
| Assessment 1: In-class Tutorial Seminar Discussion (1 - 10) |  Week 3 - 12 | 15% |
| Assessment 2: Services Diary Report (Individual) | Week 7 | 25% |
| Assessment 3: Individual Presentation | Week 9 | 20% |
| Assessment 4: Final Examination | Week 13 | 40% |
Learning Resources
AIIHE will update the topic coverage of the subject and the available relevant learning resources at the time of subject delivery. In the interim, AIIHE provides the following indicative list of relevant reference material. AIIHE also subscribes to eLearning Resources through the Canvas portal, and where relevant material is available, AIIHE will seek to source reference material from this system for staff and student access.
Prescribed text
- Chaffey, D., Ellis-Chadwick, F. and Abed-Rabbo, M., 2026. Digital Marketing. 9th ed. London: Pearson.
Texts and References
- Hoffman, K.D. & Bateson, J.E.G., 2024. Services Marketing: Concepts, Strategies, & Cases. 6th ed. Boston: Cengage.
Recommended Reading
- Wirtz, J., 2024. Essentials of Services Marketing. 4th ed. London: Pearson.
- Zeithaml, V.A., Bitner, M.J., Gremler, D.D. and Mende, M., 2024. Services Marketing: Integrating Customer Focus Across the Firm. 8th ed. New York: McGraw-Hill.