Available in 2021
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.

Availability2021 Course Timetables

Newcastle City Precinct

  • Semester 1 - 2021


  • Semester 1 - 2021

PSB Singapore

  • Trimester 2 - 2021 (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

Written Assignment: Reflective Essay

Contact hours

Ourimbah, Newcastle City Precinct and PSB Singapore

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.

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.