MMK751 - Services Marketing

Unit details

Year:

2024 unit information

Enrolment modes:

Not offered in 2024.

Credit point(s):1
EFTSL value:0.125
Prerequisite:

Nil

Corequisite:

MBA704, MBR704, MBA720, MPK732, MPT732, MMK732 or MMT732

Incompatible with: Nil
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 3 hour on-campus (livestreamed) seminar (recordings provided) each week. 

 

Educator-facilitated (scheduled) learning activities - online unit enrolment:

1 x 3 hour recorded seminar each week.

Content

Services represent an important and growing contribution to most economies in the world. Moreover, it might surprise you that even historically goods-dominant organisations are increasingly morphing into service organisations. As service organisations currently employ around 80 per cent of all Australian workers, it is highly likely that you will work for a service organisation at some time during your career.

Service organisations differ in many important respects from goods-based organisations, requiring a distinctive approach to planning and implementing marketing strategy. As such, this unit builds on Marketing Management by providing an understanding of the challenges inherent in marketing and delivering service excellence and gives you theoretically grounded tools and strategies to practically address these challenges.

ULO These are the Learning Outcomes (ULO) for this unit. At the completion of this unit, successful students can: Deakin Graduate Learning Outcomes
ULO1

Design and present marketing strategies that overcome the challenges associated with the generic differences between goods and services.

GLO1: Discipline-specific knowledge and capabilities
GLO2:Communication
GLO4: Critical thinking

ULO2

Critically evaluate the conceptual and theoretical foundations of the services marketing discipline.

GLO1: Discipline-specific knowledge and capabilities
GLO2: Communication
GLO4: Critical thinking

ULO3

Evaluate different options for the marketing and management of real-world service organisations using theoretically grounded approaches.

GLO1: Discipline-specific knowledge and capabilities
GLO2: Communication
GLO4: Critical thinking

 

ULO4

 

Articulate and justify service industry relevant skills.

GLO1: Discipline-specific knowledge and capabilities
GLO3: Digital Literacy

Assessment

Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week

Assessment 1: (Individual) Written reflection  

2500 words

50%

Week 7

Assessment 2: 

Part A: (Group of 3) Report (Research)

Part B: (Group of 3) Seminar Presentation (Live)

 

Part A: 2000 words 

Part B: 15 minute

 

Part A: 30%

Part B: 20%

 

Week 10

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.

Learning Resource

The texts and reading list for the unit can be found on the University Library via the link below: MMK751 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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