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
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 (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%

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 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

Fees and charges vary depending on the type of fee place you hold, your course, your commencement year, the units you choose to study and their study discipline, and your study load.

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.

Use the Fee estimator to see course and unit fees applicable to your course and type of place.

For further information regarding tuition fees, other fees and charges, invoice due dates, withdrawal dates, payment methods visit our Current Students website.