MMK251 - Services Marketing
Unit details
| Year: | 2024 unit information |
|---|---|
| Enrolment modes: | Trimester 1: Burwood (Melbourne), Online Trimester 2: Waterfront (Geelong), Online |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Previously coded as: | MMK351 |
| Unit Chair: | Trimester 1: Mony Sok Trimester 2: Mony Sok |
| Prerequisite: | MMK101 or MMK277 |
| Corequisite: | Nil |
| Incompatible with: | MMK351 |
| Typical study commitment: | Students will on average spend 150 hours over the teaching period undertaking the teaching, learning and assessment activities for this unit. This will include educator guided online learning activities within the unit site. |
| Educator-facilitated (scheduled) learning activities - on-campus unit enrolment: | 1 x 1.5 hour on-campus lecture (recordings provided) and 1 x 1.5 hour on-campus seminar each week
|
| Educator-facilitated (scheduled) learning activities - online unit enrolment: | 1 x 1.5 hour recorded lecture and 1 x 1.5 hour online seminar (recordings provided) each week. |
Content
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.
| ULO | These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: | Deakin Graduate Learning Outcomes |
|---|---|---|
| ULO1 | Critically evaluate the conceptual and theoretical foundations of frameworks and models within the services marketing arena. | GLO1: Discipline-specific knowledge and capabilities |
| ULO2 | Design marketing strategies that overcome the challenges associated with the generic differences between goods and services. | GLO1: Discipline-specific knowledge and capabilities |
| ULO3 | Evaluate various options for the marketing and management of 'real-world' service organisations using both theoretical and practical approaches. | GLO1: Discipline-specific knowledge and capabilities |
| ULO4 | Source information from academic journals, industry publications, market research and other material. | GLO5: Problem solving |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: (Individual) Report (Business) | 1000 words | 20% | Week 4 |
| Assessment 2: (Group of 4) Report (Business) | 3500 words | 40% | Week 9 |
| End-of-unit assessment task: Written | 2000 words | 40% | End-of-unit assessment period |
The assessment due weeks provided may change. The Unit Chair will clarify the exact assessment requirements, including the due date, at the start of the teaching period.
Hurdle requirement
Hurdle requirement: Achieve at least 50% of the marks available on the end-of-unit assessment to evidence a minimum proficiency in the aligned discipline learning outcomes included in this unit.
Learning Resource
The texts and reading list for the unit can be found on the University Library via the link below: MMK251 Note: Select the relevant trimester reading list. Please note that a future teaching period's reading list may not be available until a month prior to the start of that teaching period so you may wish to use the relevant trimester's prior year reading list as a guide only.
Unit Fee Information
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