Courses & Units

Services Marketing BMA258

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

Gauri Laud (Hobart, Distance, Hong Kong)

Kevin Swarts (Launceston)

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


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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Key Dates

Study Period Start date Census date WW date End date
Semester 1 24/2/2020 23/3/2020 31/5/2020 31/5/2020
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).

About Census Dates

Learning Outcomes

LO1explain the specific characteristics of service offerings and markets and discuss how marketing services differs from goods.
LO2critically analyse service products and delivery to position a service firm in a target market.
LO3recommend different strategic options to improve customer performance in service firm.


Field of Education Commencing Student Contribution 1 Grandfathered Student Contribution 1 Approved Pathway Course Student Contribution 2 Domestic Full Fee
not applicable

1 Please refer here more information on student contribution amounts.
2 Information on eligibility and Approved Pathway courses can be found here
If you have any questions in relation to the fees, please contact UConnect or more information is available on StudyAssist.

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



BMA151 OR BMA251 OR ZAA104 OR ZAA134


Teaching Pattern

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%).

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.


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.

LinksBooktopia textbook finder

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