MMK751 - Services Marketing
Unit details
| Year | 2025 unit information |
|---|---|
| Enrolment modes: | Not offered in 2025 |
| Credit point(s): | 1 |
| EFTSL value: | 0.125 |
| Prerequisite: | Nil |
| Corequisite: | MBA704, MBR704, MBA720, MPK732, MPT732, MMK732 or MMT732 |
| Incompatible with: | Nil |
| 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. |
| 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. |
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.
Learning Outcomes
| ULO | These are the Unit Learning Outcomes (ULOs) for this unit. At the completion of this unit, successful students can: | Alignment to Deakin Graduate Learning Outcomes (GLOs) |
|---|---|---|
| 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 |
| ULO2 | Critically evaluate the conceptual and theoretical foundations of the services marketing discipline. | GLO1: Discipline-specific knowledge and capabilities |
| ULO3 | Evaluate different options for the marketing and management of real-world service organisations using theoretically grounded approaches. | GLO1: Discipline-specific knowledge and capabilities |
|
ULO4
| Articulate and justify service industry relevant skills. | GLO1: Discipline-specific knowledge and capabilities |
Assessment
| Assessment Description | Student output | Grading and weighting (% total mark for unit) | Indicative due week |
|---|---|---|---|
| Assessment 1: (Individual) Written Reflection (Self) | 2500 words | 50% | Week 7 |
| Assessment 2: (Group of 3) Part A: Report (Research) Part B: Seminar Presentation (Live) | Part A: 2000 words Part B: 15 minute | Part A: 30% | 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 MMK751 can be found via the University Library.
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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Tuition fees increase at the beginning of each calendar year and all fees quoted are in Australian dollars ($AUD). Tuition fees do not include textbooks, computer equipment or software, other equipment or costs such as mandatory checks, travel and stationery.
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