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Unit (2020)

Information on this page, including unit offerings, is from the 2020 academic year.

Services Marketing (BUS296)

Organisational Unit Business
Credit Points 3
Description The learning objectives of this unit are based on 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
Timetabled Learning Activities Workshops: 2 hours per teaching week for South Street campus
Unit Learning Experiences The unit is delivered using blended learning design features with core unit materials provided in a digital format followed up by small class knowledge application and skills development. This is enhanced by self-directed learning to further develop skills and application of knowledge to practical and current issues.
Assessment Test 25%
Services Marketing Plan 35%
Final Examination 40%
Prerequisites BUS169 Principles of Marketing or BUS183 Foundations of Marketing
Exclusions Students who have successfully completed BUS268/BUS324 Services Marketing may not 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.


Unit Coordinator
Dr Cheryl Leo
Senior Lecturer

Murdoch Campus
t: 9360 6158
e: C.Leo@murdoch.edu.au
o: 512.2.007 - Murdoch Business School, Murdoch Campus
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