Courses & Units

Services Marketing BMA258

Launceston, Hong Kong Universal Ed, Hobart


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.


Unit name Services Marketing
Unit code BMA258
Credit points 12.5
College/School College of Business & Economics
Tasmanian School of Business and Economics
Discipline Marketing
Coordinator Doctor Kevin Swarts
Available as student elective? Yes
Level Intermediate


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


International students
Domestic students

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Key Dates

Study Period Start date Census date WW date End date
Accelerated Study Period 1 31/1/2022 23/2/2022 17/3/2022 1/5/2022
Semester 1 21/2/2022 22/3/2022 11/4/2022 29/5/2022

* 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 2022 are indicative and subject to change. Finalised census dates for 2022 will be available from the 1st October 2021.

About Census Dates

Learning Outcomes

  • Explain the specific characteristics of service offerings and markets and discuss how marketing services differs from goods.
  • Critically analyse the extended marketing mix to manage to position a service firm in a target market.
  • Suggest different strategic options collaboratively to improve customer performance in service firms.
Field of Education Commencing Student Contribution 1 Grandfathered Student Contribution 1 Approved Pathway Course Student Contribution 2 Domestic Full Fee
090799 $1,828.00 $858.00 993$993.00

1 Please refer here more information on student contribution amounts.
2 Information on eligibility and Approved Pathway courses can be found here
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Please note: international students should refer to this page to get an indicative course cost.



BMA151 OR BMA251 OR ZAA104 OR ZAA134


AssessmentReport (50%)|Workshop (30%)|Case Study (20%)
TimetableView the lecture timetable | View the full unit timetable



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


Egan, J 2008, Relationship marketing: exploring relational strategies in marketing, 3rd edn, Pearson Education, Harlow, England.

Fisk, RP, Grove, S J & John, J 2012, Services marketing self-portraits: introspections, reflections, and glimpses from the experts, Marketing Classics Press, USA.

Peck, H, Christopher, M, Clark, M & Payne, A 2013, Relationship marketing, Routledge, London, UK.

Wilson, A, Zeithaml, VA, Bitner, MJ & Gremler, DD 2012, Services marketing: integrating customer focus across the firm, 2nd European edn, McGraw Hill, Maidenhead, UK.

LinksBooktopia textbook finder

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