| Effective Term: | 2024/05 |
| Institute / School : | Institute of Innovation, Science & Sustainability |
| Unit Title: | Services Marketing |
| Unit ID: | BUMKT2601 |
| Credit Points: | 15.00 |
| Prerequisite(s): | (BUMKT1501 or JM501) |
| Co-requisite(s): | Nil |
| Exclusion(s): | Nil |
| ASCED: | 080505 |
| Other Change: | |
| Brief description of the Unit |
This course aims to introduce students to the service industry and the application of marketing to services. Services now represent a dominant portion of advanced economies, and most new jobs are generated by services. Powerful forces are transforming service markets, and reshaping demand, supply, the competitive landscape, and consumers choice, including decision making. This course addresses the essential nature of services and the role of service quality, including a focus on the role of employees in service delivery. |
| Grade Scheme: | Graded (HD, D, C, P, MF, F, XF) |
| Work Experience Indicator: |
| No work experience |
| Placement Component: No |
| Supplementary Assessment:Yes |
| Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment |
| Course Level: |
| Level of Unit in Course | AQF Level(s) of Course | | 5 | 6 | 7 | 8 | 9 | 10 | | Introductory | | | | | | | | Intermediate | | |  | | | | | Advanced | | | | | | |
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| Learning Outcomes: |
| Knowledge: |
| K1. | Differentiate between the distinctive characteristics of services and identify their implications for marketing. |
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| K2. | Analyse elements of marketing strategies for services organisations. |
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| K3. | Examine key theoretical frameworks which can be applied to the marketing of services. |
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| K4. | Identify key factors that influence consumer behaviour in relation to services |
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| K5. | Determine the important elements of the marketing mix for services organisations |
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| Skills: |
| S1. | Identify important marketing aspects for service organisations through researching specific services topic areas |
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| S2. | Express ideas and perspectives on services marketing situations via written and/or oral communication |
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| S3. | Critically analyse the marketing of services organisations and exercise judgment in providing an appropriate solution |
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| S4. | Interpret the marketing environment in relation to services industries and consider how the environment can help improve both service quality and productivity |
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| Application of knowledge and skills: |
| A1. | Transfer and apply a services marketing approach to a services firm |
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| A2. | Create and implement elements of the marketing mix relevant to services firms in a range of environments |
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| A3. | Develop strategic ideas for the development or improvement of marketing plan for a service using initiative and judgement |
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| Unit Content: |
Topics may include: 1.The role and characteristics of marketing services 2.The marketing system, external environment and influencing variables for services 3.Consumer behaviour and market analysis in the service industry 4.Strategic issues for marketing services 5.The marketing mix and services: creating, delivering and distributing services; cost and pricing strategies; communicating and promoting services; the importance of people, operational processes and physical environment in the marketing of services 6.Distinctive aspects of marketing services in the 90s: improving service quality and productivity; managing supply and demand; adding value through customer service 7.Organising, utilising and controlling marketing resources in service organisations 8.Developing, implementing, controlling and evaluating marketing plans and campaigns for services |
| Graduate Attributes: |
| | Learning Outcomes Assessed | Assessment Tasks | Assessment Type | Weighting | | 1. | K1, K2, K5, S1, A1 | Demonstrate knowledge of the course material | Individual Test | 20-30% | | 2. | K1, K2, K3, K4, K5, S1, S2, S3, S4, A1, A2, A3 | Critically analyse and interpret a services marketing situation through a report and/or presentation | Group Task | 30-40% | | 3. | K1, K3, K4, K5, S1, S4, A3 | Demonstrate knowledge and skills gained in the course by applying them to different marketing situation | Written Exam | 30-50% |
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