BK213 - Services Marketing

Credit Points: 15

Prerequisite: BB105 Marketing Principles

Co-requisite: N/A

Workload: 36 contact hours

Campus: Melbourne, Sydney

Aims & Objectives

This is a second-year core unit in the Bachelor of Business, major in Marketing and offered as an elective unit in the Bachelor of Business majors in Management and Accounting. In this increasingly competitive world of business it has never been more important to attain a greater understanding of services marketing. Indeed, service marketing now dominates the business landscape. Consequently, service marketing is not only a marketing tool for services organisations, but also a means of competitive advantage for those companies that market products on the tangible dominant side of the continuum. To facilitate a thorough understanding of services marketing, we will explore models and frameworks of services strategies including service product and delivery, managing the organisation’s physical evidence, employees, and customers, and measuring customer satisfaction and service quality. This course focuses on the difficulties of marketing service products and on the differences with marketing goods. A solid foundation of theory is laid on which practical applications can be addressed. The importance of, and integration with, customer service and relationship marketing are also addressed.

The unit topics include:

  1. Fundamental differences between goods and services
  2. Service Economy
  3. Services consumer behaviour
  4. The pricing of services
  5. Developing the service communication strategy
  6. Managing service employees and consumers
  7. Defining and Measuring customer satisfaction and service quality
  8. Complaint and service recovery management

Learning Outcomes

At the completion of this unit students should be able to:

  1. Examine the nature of services, and distinguish between products and services
  2. Identify the major elements needed to improve the marketing of services
  3. Develop an understanding of the roles of relationship marketing and customer service in adding value to the customer's perception of a service
  4. Appraise the nature and development of a services marketing strategy
  5. Recognise how services marketing principles can be used as a conceptual framework to help managers identify and solve marketing problems

Teaching Method

Lecture: 2 hours
Tutorial/Workshop: 1 hour
Face to Face


Assessment Task
Learning Outcomes Assessed
Contribution in classa-e*10%
Case Study Analysis (Individual)a-e*10%
Specialist Service Report (Group)a-e*20%
Specialist Service Report Presentation (Group)a-e*10%
Final Exam (3 hours)a-e*50%
Total 100%

*refer to learning outcomes above.


Hoffman, K., Bateson, J. (2016). Services Marketing ( 5th ed.). Boston, USA: Cengage Learning.

Reference Reading

  • Hoffman, D., Bateson, J., Elliot, G., Birch, D. (2010). Services Marketing: Concepts, Strategies and Cases. Australia: Cengage Learning.
  • Lovelock, C., Patterson, P., Wirtz, J., (2014). Services Marketing (6th ed.). Australia: Pearson.
  • Wirtz, J., Chew, P., Lovelock, C., (2012). Essentials of Services Marketing (2nd ed.). Australia: Pearson.

Adopted Reference Style: APA

MIT is committed to ensure the course is current, practical and relevant so that graduates are “work ready” and equipped for life-long learning. In order to accomplish this, the MIT Graduate Attributes identify the required knowledge, skills and attributes that prepare students for the industry.
The level to which Graduate Attributes covered in this unit are as follows:

Ability to communicateIndependent and Lifelong LearningEthicsAnalytical and Problem Solving Cultural and Global AwarenessTeam workSpecialist knowledge of a field of study


Colour coding    

Extent covered

                               The standard  is covered by theory and practice, and addressed by assessed activities in which the students always play an active role, e.g. workshops, lab submissions, assignments, demonstrations, tests, examinations
 The standard is covered by theory or practice, and addressed by assessed activities in which the students mostly play an active role, e.g. discussions, reading, intepreting documents, tests, examinations
 The standard is discussed in theory or practice; it is addressed by assessed activities in which the students may play an active role, e.g. lectures and discussions, reading, interpretation, workshops, presentations 
 The standard is presented as a side issue in theory or practice; it is not specifically assessed, but it is addressed by  activities such as lectures or tutorials
 The standard  is not considered, there is no theory or practice or activities associated with this standard