Hobart, Launceston, Hong Kong Universal Ed
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|
|Faculty/School||College of Business & Economics
Tasmanian School of Business and Economics
Gauri Laud (Hobart, Distance, Hong Kong)
Kevin Swarts (Launceston)
|Available as student elective?||Yes|
|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|
- 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.
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|Study Period||Start date||Census date||WW date||End date|
|Accelerated Study Period 1||3/2/2020||21/2/2020||31/5/2020||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 2019.
|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.|
|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.
BMA151 OR BMA251 OR ZAA104 OR ZAA134
1 x 1 hour lecture, 1 x 1 hour tutorial per week. Please check the unit outline for details.
Workshop (30%), Case study (20%), Report (50%).
|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.
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:
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.
Booktopia textbook links
The University reserves the right to amend or remove courses and unit availabilities, as appropriate.