The University of Newcastle, Australia
Available in 2020
Course code



10 units


3000 level

Course handbook


Service industries dominate advanced economies. Services Marketing examines the differences between the marketing of goods and services and extends the traditional strategic marketing mix to include additional elements appropriate to the distinct features of services. Other topics include internal marketing, managing evidence, relationship marketing, services and globalisation, quality service delivery and measurement and service customisation. Independently and collaboratively, students engage in Services Marketing inquiry and research developing valued problem solving and decision making attributes.

Availability2019 Course Timetables


  • Semester 1 - 2020

Newcastle City Precinct

  • Semester 1 - 2020

PSB Singapore

    Learning outcomes

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

    1. Demonstrate an extended understanding of the similarities and differences in service-based and physical product based marketing activities;

    2. Demonstrate a knowledge of the extended marketing mix for services;

    3. Develop and justify marketing planning and control systems appropriate to service-based activities;

    4. Specify, analyse and select markets for specific service products;

    5. Prepare, communicate and justify marketing mixes and information systems for service-based organisations;

    6. Demonstrate integrative knowledge of marketing issues associated with service productivity, perceived quality, customer satisfaction and loyalty

    7. Exhibit the capability to work effectively within a team environment.

    8. Apply relevant services marketing theory, research and analysis skills to contemporary case studies and communicate outcomes employing professional discourse and formats.

    9. Conduct an investigation of service delivery systems, collecting, analysing data, and synthesising information to provide valid conclusions.


    The topics in this course include the following:

    1. What is distinctive & the same about Services
    2. The Customer Experience
    3. Segmentation, Targeting and Positioning (STP) Analysis
    4. Strategic Issues: Managing Demand
    5. Creating & Delivering Services: Adding Value
    6. The Marketing Mix: Cost & Price Strategies
    7. The Marketing Mix: Communication & Promotion of services
    8. Service Quality and Service Productivity
    9. Communications Across Borders
    10. Managing Customer Services
    11. Implications for HRM
    12. Services and Globalisation

    Assumed knowledge

    MKTG2100 Principles of Marketing or MKTG1001 Foundations of Marketing

    Assessment items

    Quiz: Individual Online Quizzes

    Written Assignment: Case Study Analysis

    Written Assignment: Service Delivery System (SDS) & Customer Experience Analysis

    Formal Examination: Formal Exam

    Contact hours

    Ourimbah and Newcastle City Precinct

    Integrated Learning Session

    Face to Face On Campus 2 hour(s) per Week for Full Term

    Students are expected to complete 4 hours of guided learning via online preparation, lectures, interactive workshops, tutorials, discussion groups or self-directed learning and an additional 6 hours of independent study per week.