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Unit (2019)

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

Services, Relationship and Retail Marketing (BUS225)

Organisational Unit Business
Credit Points 3
Availability MURDOCH: S1-internal, S1-external
Teaching Timetables Murdoch S1
Description The marketing of services and tangible goods differs, requiring different strategies to be employed in marketing service organisations. Students will analyse and critically examine services marketing together with relationship and retail marketing. They will be asked to reflect on the activities of the service strategy of organisations including retail, and the broader implications it presents in areas of the ethical conduct and varying customer expectations or situations.
Unit Learning Outcomes On successful completion of the unit students should be able to:
ULO1: Evaluate service and retail businesses using marketing theories, concepts and tools;
ULO2: Design and apply a Service Blueprint to evaluate customer touchpoints;
ULO3: Distinguish differences between product and services and apply appropriate theories and tools in developing solutions;
ULO4: Differentiate customer service experiences according to context, culture and situation;
ULO5: Explain and identify ethical pitfalls and traps and where consumer may need protection such as the context of loyalty programs in retail services.
Timetabled Learning Activities 2 Hour Workshop, one per week of semester
Unit Learning Experiences The learning and teaching approach informing the assessment and activity selection and design in this unit are student-centred, constructivist, and outcome-based (SOLO), featuring predominantly active learning strategies with tasks that are open-ended, authentic, and scaffolded. The unit uses blended learning which combines learning online with interactive workshops. Using this combination of online and face-to-face learning provides flexibility for all students to learn anytime (24/7), anywhere (with an Internet connection) at a pace that suits their learning style. In this unit students will explore concepts prior to workshops, through online materials.
Other Learning Experiences Nil
Assessment Assessment in this unit is authentic and relevant; assessments are constructive and sequential; requiring students to use and engage with progressively higher-order cognitive processes and assessments are aligned with the desired learning outcomes.
Assessment comprises the three assessments:
Mid Semester Test: 25%
Reflective Journal and Service Blueprint: 35%
Final Exam: 40%
Prerequisites BUS124 Global Marketing or BUS183 Foundations of Marketing or BUS169 Principles of Marketing
Exclusions Students who have completed BUS268 Services Marketing OR BUS296 Services Marketing OR BUS324 Services Marketing may not enrol in this unit for credit
Appears in these Courses/Majors:
see individual structures for context
Marketing (BBus)
Marketing (BCom) [New in 2018]
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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