Services Marketing - 2016

Unit summary


  • Level of Study: Undergraduate Level 2
  • Study load: 0.125 EFTSL
  • Delivery method: Fully Online
  • Prerequisites: Yes
  • Duration: 13 weeks
  • Government loans available: FEE-HELP, HECS-HELP
  • Availability for 2016: SP2
  • Assessment: Assignment 1 - (10-30%) , Assignment 2 - Group (10-30%) - Learn more

Unit provided by

2016 Fees
Domestic 1,305.00
HECS 1,305.00
International 1,555.00

Services industry is the fastest growing business sector, nationally as well as globally. This unit explores the major differences between the marketing of services as distinct from marketing tangible products, and aims at providing students with the special skills required to develop and implement marketing strategies in service-based businesses.

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

  1. Understand differences between services marketing and marketing of tangible products
  2. Utilise conceptual models to facilitate understanding of services marketing
  3. Apply services marketing theories to solve practical issues in the service sector
  4. Demonstrate communication, analytical and systematic marketing skills to attract stakeholders
  • Assignment 1 — (10-30%)
  • Assignment 2 — Group (10-30%)
  • Assignment 3 — Group (30-50%)
  • Assignment 4 — Group (10-30%)

Equivalent units

You cannot enrol in this unit if you have successfully completed any of the following unit(s) because they are considered academically equivalent:

  • MAR260 — Services Marketing

Mandatory prerequisites

You must have successfully completed the following unit(s) before starting this unit:

If you have completed equivalent study at another university, please contact a Student Advisor for advice.

  • Broadband access

This unit addresses the following topics.

1Distinctive aspects of service marketing
2Market research in the services environment
4Demand management
5Service quality
6Managing the service culture
7Implementing the service strategy
8International services and its future
9Analysis of the risk and compliance issues relating to managing customers
10Channels of communication and value chain issues in relation to services, including retail, the Internet, & intermediary relationships
11Understanding how to work in the role of marketer in business teams developing strategic response to change
12Investigating a service industry of your choice (eg. financial services) and developing a realistic and appropriate Services Marketing Plan

This unit is delivered using the following methods and materials:

Print based materials

  • Welcome Letter

Online materials

  • Printable format materials

This unit is a core requirement in the following courses:

This unit is part of a major, minor, stream or specialisation in the following courses:

This unit may be eligible for credit towards other courses:

  1. Many undergraduate courses on offer through OUA include 'open elective' where any OUA unit can be credited to the course. You need to check the Award Requirements on the course page for the number of allowed open electives and any level limitations.
  2. In other cases, the content of this unit might be relevant to a course on offer through OUA or elsewhere. In order to receive credit for this unit in the course you will need to supply the provider institution with a copy of the Unit Profile in the approved format, which you can download here. Note that the Unit Profile is set at the start of the year, and if textbooks change this may not match the Co-Op textbook list.

Textbooks are subject to change within the academic year. Students are advised to purchase their books no earlier than one to two months before the start of a unit.

Click on the titles of the listed books below to find out more:

Required textbooks

  • Services Marketing: Integrating Customer Focus

    By:Zeithaml et al

    ISBN: 9780078112058


    Supplier:Go to The Co-op Bookshop

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