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Unit of Study

Services Marketing
UoS Code MKTG3117
Credit points 6
Offered Semester 2
Prerequisites MKTG1001 or MKTG2001
Prohibitions MKTG3007
Assumed Knowledge
Additional Information
Lectures 1x 2hr lecture and 1x 1hr tutorial per week
Assessment class participation (18%), research component (2%), group project (20%), group presentation (20%), final exam (40%)
Description This unit provides an understanding of the concepts and processes specifically applicable to services marketing. Services are by nature different from products, and therefore lead to a set of different marketing challenges faced by service-based organisations such as those in tourism, hospitality, health care, aviation, banking, financial, accounting, medical and legal services industries. The unit focuses on those aspects of services that require differential understanding and execution than in a product-marketing environment. Customer care, relationship marketing, and how to use service as a competitive advantage are the other primary areas of interest covered by the unit.