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Unit (2019)

Information on this page, including unit offerings, is from the 2019 academic year.

Services Marketing (BUS268)

Organisational Unit Business
Credit Points 4
Description This unit explores major differences between the marketing of services as compared to marketing tangible goods, analysing the differences between services and tangible goods, and the marketing implications of those differences. The development of marketing strategies for service organisations will be critically examined and include conducting research projects of selected service organisations. The importance of services marketing, online and offline, in both service and manufacturing industries will be analysed together with customer service, relationship marketing and service quality concepts.
Unit Learning Outcomes Upon successful completion of this unit, students will be able to:
Identify contemporary trends affecting service industries
Outline and apply services marketing theories and concepts
Examine key service issues surrounding a service business
Evaluate a service business using services marketing tools and recommend a unique marketing mix
Work effectively in a team to achieve a shared objective.
Timetabled Learning Activities Lectures/workshops: 3 hours per week.
Unit Learning Experiences The approach to learning in this unit requires students to prepare for each session in advance, to participate in experiential learning exercises, discussions, and other activities during sessions.
External students will be required to participate online. Most sessions will include a recorded lecture component which will be available for downloading.

Assessment Quiz/Test 20%
Services Marketing Plan 30%
Services Marketing Presentation 10%
Final Examination 40%
Prerequisites BUS169 Principles of Marketing or BUS183 Foundations of Marketing
Exclusions Students who have successfully completed BUS324 Services Marketing or BUS296 cannot enrol in this unit for credit.
Internet Access RequirementsMurdoch units normally include an online component comprising materials, discussions, lecture recordings and assessment activities. All students, regardless of their location or mode of study, need to have access to and be able to use computing devices with browsing capability and a connection to the Internet via Broadband (Cable, ADSL or Mobile) or Wireless. The Internet connection should be readily available and allow large amounts of data to be streamed or downloaded (approximately 100MB per lecture recording). Students also need to be able to enter into online discussions and submit assignments online.


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