Services Marketing unit (BMS258)

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	BMS258
Credit points	12.5
College/School	Tasmanian School of Business and Economics
Discipline	Marketing
Coordinator	Doctor Linda French
Available as an elective?	No
Delivered By	University of Tasmania and Third Party(ies): Shanghai Ocean University AEIN Institute
Level	Intermediate

Availability

Specific information on 2027 unit availability will be available in August

Learning Outcomes

• Explain the specific characteristics of service offerings and markets and discuss how marketing services differs from marketing goods.
• Critically analyse the extended marketing mix and its role in positioning a service firm in a target market.
• Communicate outputs from analyses of service marketing situations.

Fee Information

2027 fee information will be available in August.

Requisites

Mutual Exclusions

You cannot enrol in this unit as well as the following:

BMA258

Teaching

Assessment	AT2: Case Study Analysis (20%)|AT1: Workshop Activities (40%)|AT3: Service Audit (40%)
Timetable	View the lecture timetable | View the full unit timetable

Textbooks

Required

Wirtz, J 2022, Essentials of Services Marketing, 4th edn, Pearson Australia, NSW.

Recommended

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.

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