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|
|College/School||College of Business & Economics
Tasmanian School of Business and Economics
|Coordinator||Doctor Kevin Swarts|
|Available as student elective?||Yes|
|Delivered By||University of Tasmania and Third Party (Shanghai Ocean University AEIN Institute and Universal College of Higher Education Hong Kong)|
|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||Off-Campus||International International||Domestic Domestic|
|Hong Kong Universal Ed||Semester 1||On-Campus||International|
- International students
- Domestic students
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Units are offered in attending mode unless otherwise indicated (that is attendance is required at the campus identified). A unit identified as offered by distance, that is there is no requirement for attendance, is identified with a nominal enrolment campus. A unit offered to both attending students and by distance from the same campus is identified as having both modes of study.
|Study Period||Start date||Census date||WW date||End date|
|Shanghai Semester 2||21/2/2022||22/3/2022||1/1/1970||27/5/2022|
|Accelerated Study Period 1||31/1/2022||23/2/2022||17/3/2022||1/5/2022|
* 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 (refer to How do I withdraw from a unit? 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. Note census date cutoff is 11.59pm AEST (AEDT during October to March).
- 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|
1 Please refer to more information on student contribution amounts.
2 Please refer to more information on eligibility and Approved Pathway courses.
3 Please refer to more information on eligibility for HECS-HELP.
4 Please refer to more information on eligibility for FEE-HELP.
Please note: international students should refer to What is an indicative Fee? to get an indicative course cost.
PrerequisitesBMA151 OR BMA251 OR ZAA104 OR ZAA134
|Assessment||Report (50%)|Workshop (30%)|Case Study (20%)|
|Timetable||View 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.
|Links||Booktopia textbook finder|
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