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MMK251 - Services Marketing

Year:

2020 unit information

Important Update:

Classes and seminars in Trimester 2, 2020 will be online.

Last updated: 2 June 2020

Enrolment modes:

Trimester 1: Burwood (Melbourne), Waterfront (Geelong)*, Cloud (online)
Trimester 2: Burwood (Melbourne)*, Waterfront (Geelong), Cloud (online)

Credit point(s):1
Previously coded as:MMK351
EFTSL value:0.125
Unit Chair:Trimester 1: Cuc Nguyen
Trimester 2: Lisa McQuilken
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.

Scheduled learning activities - campus:

1 x 2 hour class and 1 x 1 hour seminar per week

*1 x 2 hour class (recordings provided) and 1 x 1 hour seminar per week

Scheduled learning activities - cloud:

1 x 2 hour class (recordings provided) and 1 hour online seminar (livestreamed with recordings provided) per 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.

 

These are the Learning Outcomes (ULOs) 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
GLO4: Critical thinking
GLO5: Problem solving

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
GLO4: Critical thinking
GLO5: Problem solving

ULO4

Source information from academic journals, industry publications, market research and other material.

GLO5: Problem solving

 

These Unit Learning Outcomes are applicable for all teaching periods throughout the year

Assessment

:
Assessment Description Student output Grading and weighting
(% total mark for unit)
Indicative due week 
Assessment 1(individual): - Report (Business) 1000 words 20% Week 5
Assessment 2 (Group of 4 students): - Report (Business) 3500 words 40% Week 9
Examination (closed book) 2 hours 40% Exam 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 examination

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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