Available in 2022
Course code



10 units


6000 level

Course handbook


The importance of services and relationship marketing management for growth in developed and emergent economies has led business to characterise the creation and delivery of intangible value as a characteristic of service-dominant products.

The major course focus is on the creation and provision of customer perceived value to a variety of audiences (consumers, businesses and employees) through intangible experiences and managed long-term relationships.

Services possess unique characteristics relative to tangible dominant views of the world which need to be fully understood. These characteristics justify consideration of whether traditional marketing management concepts and models need to be adapted to better account for service-dominant offerings and for the successful management of business relationships.

The course addresses how to improve service quality, increase and maintain customer satisfaction levels, generate customer loyalty, and create a healthy service culture within the firm, in interactions with customers and when marketing relationships are involved.

Emphasis is upon both the extended services marketing mix, and the relationship marketing continuum, including personalisation aspects relevant to contemporary e-environments, and the importance of a thorough understanding of the importance of ethics and social responsibility issues in marketing.

Availability2022 Course Timetables


  • Trimester 2 - 2022
  • Trimester 3 - 2022

Newcastle City Precinct

  • Trimester 2 - 2022

Learning outcomes

On successful completion of the course students will be able to:

1. Explain and demonstrate how service products differ from tangible goods, and how this impacts on marketing strategy design and execution.

2. Apply the extended services marketing mix to develop a product or marketing strategy for an organisation.

3. Recognise service quality and productivity issues and key success factors in the creation of service based competitive advantage;

4. Evaluate the implications of establishing long-term relationships with a variety of audiences

5. Reflect critically on services and relationship marketing from both the perspective of consumer, and marketer

6. Develop marketing strategies for delivering value to stakeholders with a view to fostering loyalty;

7. Assess and explain the role that information and communication technologies play in supporting services and relationship marketing;

8. Recognise the importance of ethics and socially responsible behaviour to services and relationship marketing practice.


The lecture topics for this course include:

  1. Service Frameworks and Blueprinting
  2. Consumer behaviour and the service environment
  3. STP analysis. Pricing and revenue management
  4. Managing capacity and demand; Communications strategies for services
  5. Service quality (the GAPS model), customer satisfaction and service productivity
  6. The customer service function; Complaints and service recovery.
  7. ICT, services internationalization and globalization;
  8. Loyalty issues and Relationship Marketing
  9. Relationship drivers; Relationship technologies; The relationship marketing plan
  10. Overview of relationship economics for relationship management
  11. Managing relationships and strategic issues; The strategy continuum
  12. Emerging issues in Services and Relationship Marketing


This course replaces GSBS6111. If you have successfully completed GSBS6111 you cannot enrol in this course.

Assumed knowledge

GSBS6005 Marketing Management and Planning

Assessment items

Written Assignment: Service Encounters / Website Analysis Report (20%)

Report: customer Relationship Management (CRM) Report (35%)

Formal Examination: Final Examination (45%)

Contact hours

Online and Newcastle City Precinct


Face to Face On Campus 3 hour(s) per Week for Full Term

The University of Newcastle acknowledges the traditional custodians of the lands within our footprint areas: Awabakal, Darkinjung, Biripai, Worimi, Wonnarua, and Eora Nations. We also pay respect to the wisdom of our Elders past and present.