Courses & Units

Services Marketing BMA258

Hobart, Launceston, Hong Kong Universal Ed

Note:

Introduction

The service industry is increasingly identified as contributing to worldwide business growth and is seen as a critical source of employment. Furthermore, the provision of services is playing an increasingly important role in the marketing strategies of goods manufacturing companies, because B2B manufacturers seek to differentiate their offerings by including significant value-adding service components. However, services possess unique characteristics, justifying the consideration of whether traditional marketing management concepts and models need to be adapted to better account for service-dominant economies, and for the successful marketing of services.

This unit focuses on developing your knowledge of the specific characteristics of services, and how to manage and market them. This unit will help you to create and manage relationships with customers to deliver superior services. It will focus on the processes underpinning the creation and delivery of high-quality services, the extended services marketing mix, and managing internal marketing within service firms. This unit also examines the service environment, and managing capacity and demand to develop the necessary knowledge and skills to market service firms. This unit will integrate the necessary knowledge and skills to market service firms.

Summary

Unit name Services Marketing
Unit code BMA258
Credit points 12.5
Faculty/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Management
Coordinator

Gauri Laud

Teaching staff

Level Intermediate
Available as student elective? Yes
Breadth Unit? No

Availability

Location Study period Attendance options Available to
Hobart Semester 1 On-Campus Off-Campus International International Domestic Domestic
Launceston Accelerated Study Period 1 On-Campus International Domestic
Hong Kong Universal Ed Semester 1 On-Campus International

Key

On-campus
Off-Campus
International students
Domestic students
Note

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Key Dates

Study Period Start date Census date WW date End date
Semester 1 24/2/2020 23/3/2020 13/4/2020 31/5/2020
Accelerated Study Period 1 3/2/2020 21/2/2020 19/3/2020 2/5/2020

* The Final WW Date is the final date from which you can withdraw from the unit without academic penalty, however you will still incur a financial liability (see withdrawal dates explained for more information).

Unit census dates currently displaying for 2020 are indicative and subject to change. Finalised census dates for 2020 will be available from the 1st October 2020.

About Census Dates

Learning Outcomes

  • LO1: Explain the specific characteristics of service offerings and markets and discuss how marketing services differs from goods.
  • LO2: Critically analyse service products and delivery to position a service firm in a target market.
  • LO3: Recommend different strategic options to improve customer performance in service firm.

Fees

Domestic

Band CSP Student Contribution Full Fee Paying (domestic) Field of Education
1 2020: $835.00 2020: $2,108.00 090799

Fees for next year will be published in October. The fees above only apply for the year shown.

Please note: international students should refer to this page to get an indicative course cost.

Requisites

Prerequisites

BMA151 or BMA251

Teaching

Teaching Pattern

1 x 1 hour lecture, 1 x 1 hour tutorial per week. Please check the unit outline for details.

Assessment

Workshop (30%), Case study (20%), Report (50%).

TimetableView the lecture timetable | View the full unit timetable

Textbooks

Required

Lovelock, CL, Patterson, PG, & Walker, R 2014, Services marketing: an Asia-Pacific and Australian perspective, 6th edn, Pearson Australia, NSW.

Recommended

In addition to the texts/software recommended above, you are also expected to be familiar with the key academic journals in the discipline from which useful insights may be derived. In particular, you are encouraged to review regularly the relevant papers that are published in:

  • Journal of Services Research
  • Journal of Services Marketing
  • Journal of Service Management
  • Journal of Retailing & Consumer Services
  • Service Industries Journal
  • Services Marketing Quarterly
  • International Journal of Service Industry Management
  • Australasian Marketing journal
  • European Journal of Marketing
  • Journal of the Academy of Marketing Science
  • Journal of the Market Research Society
  • Journal of Marketing
  • Journal of Retailing
  • Journal of Business Research

It is also advised that you read publications such as Marketing Magazine, B&T, AdNews, and Business Review Weekly (BRW), or subscribe to their electronic newsletters and email updates.

Co-op Bookshop links

The University reserves the right to amend or remove courses and unit availabilities, as appropriate.