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MMK751 - Services Marketing

Year:

2021 unit information

Important Update:

Unit delivery will continue to be provided in line with the most current COVIDSafe health guidelines. This may include a mix of on-campus and online activities. To find out how you are impacted, please check your unit sites for announcements and updates. Unit sites open one week prior to the start of each Trimester/Semester.

Thank you for your flexibility and commitment to studying with Deakin in 2021.

Last updated: 4 June 2021

Enrolment modes:Trimester 1: Burwood (Melbourne), Online
Credit point(s):1
EFTSL value:0.125
Unit Chair:Trimester 1: Nichola Robertson
Prerequisite:

Nil

Corequisite:

MBA704/MBR704 or MBA720 or MPK732/MPT732

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.

Scheduled learning activities - campus:

11 x 3 hour class/seminar weekly (livestreamed synchronously with recordings provided)

Scheduled learning activities - cloud:

11 x 3 hour class/seminar weekly (livestreamed synchronously with recordings provided)

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

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)

Digital badges

Reflection

 

approx. 10 hours

500 words

 

15%

5%

 

TBC

Assessment 2: (Group of 4): Video recording 20 minutes 30% TBC
Assessment 3: 24 hour take-home open book online exam 2000 words 50% 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 time-based assignment

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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