MMK251 - Services Marketing

Year: 2019 unit information
Enrolment modes: Trimester 1: Burwood (Melbourne), Cloud (online)
Trimester 2: Waterfront (Geelong), Cloud (online)
Credit point(s): 1
Previously coded as: MMK351
EFTSL value: 0.125
Unit chair:

Lisa McQuilken


MMK101 or MMK277

Corequisite: Nil
Incompatible with: MMK351
Contact hours:

Campus: 1 x 2 hour class, 1 x 1 hour seminar per week

Cloud (Online): 1 x 2 hour class (recordings provided) + 1 hour online seminar (livestreamed with recordings provided) per week


Services dominate the economies of developed countries, and services are playing an increasingly important role in developing South-East Asian countries. Service industries currently employ over 80% of the Australian workforce, and it is anticipated that 90% of all new jobs created in Australia during this decade will be in the service sector.


The central theme of this unit is that services organisations differ from manufacturing firms in many important ways, and as a result, require a distinctive approach to marketing strategy. In this unit students will explore the conceptual and theoretical foundations of various frameworks and models within the services marketing arena. This is a highly practical unit that allows students the opportunity to apply theory to real-life situations on an on-going basis.


Assessment 1 - Written assignment (500 words) - 15%

Assessment 2 - Written assignment (2000 words) - 45%

Examination (2 hours) - 40%

Hurdle requirement: achieve at least 50% of the marks available on the examination

Unit Fee Information

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