Course Title: Services Marketing

Part A: Course Overview

Course Title: Services Marketing

Credit Points: 12


Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance and Marketing


Sem 1 2006,
Sem 1 2007,
Sem 1 2008,
Sem 1 2009,
Sem 1 2010,
Sem 1 2011,
Sem 1 2012,
Sem 1 2013,
Sem 1 2014,
Sem 1 2015,
Sem 1 2016,
Sem 1 2017

Course Coordinator: Theresa Saldanha

Course Coordinator Phone: +61 3 9925 5973

Course Coordinator Email:

Course Coordinator Location: Building 80

Course Coordinator Availability: by appointment

Pre-requisite Courses and Assumed Knowledge and Capabilities

Required Prior Study
008994 - Marketing Management (MKTG1100/MKTG1295 or equivalent course code)
008995 - Consumer Behaviour (MKTG1101)
008996 - Marketing Communication Strategy (MKTG1103)
008997 - Marketing Research (MKTG1104)

Course Description

This course will equip you with the knowledge and skillsets necessary to work as an effective executive in the service economy. The course will examine the characteristics of service, recognise the unique challenges involved in service provision and strategies to manage, innovate, communicate and implement service solutions successfully that are appropriate to various stakeholders. Specifically, this course requires you to leverage on evidence-based information and research to critically analyse services issues and opportunities in order to design innovative service solutions.

Objectives/Learning Outcomes/Capability Development


On successful completion of this course you will be able to:

  1. Apply relevant service theories, models and frameworks to evaluate business situations
  2. Develop appropriate service strategies and tactics to improve business outcomes
  3. Demonstrate critical and innovative thinking to evaluate alternative service strategies and in doing so, find an effective solution that best benefit various stakeholders
  4. Draw on appropriate data sources through your research effort to justify your service solutions to a business strategy.
  5. Implement and manage service solutions that benefit various stakeholders
  6. Communicate your service solutions at a high standard, that is, within the conventions of academic standards at a masters’ degree level.

Overview of Learning Activities

In this course you are encouraged to be an active learner. Your learning is supported through various in-class and online activities comprising case studies, trade articles and reports, academic journal articles, interactive learning material, group discussions and individual and group work. Activities may also include quizzes; assignments; prescribed readings; sourcing, researching and analysing specific information; solving problems; conducting presentations; producing written work and collaborating with peers on set tasks or projects.

Your success in this course, as well as the depth of understanding you take away from it, is dependent upon your preparation for and participation in each seminar session. You will need to be fully prepared for class to discuss the prescribed learning material as well as broader reading that you have researched.

Overview of Learning Resources

Various learning resources are available online through myRMIT\Blackboard. In addition to topic notes; assessment details and a study schedule you may also be provided with links to relevant online information; readings; audio and video clips and communication tools to facilitate collaboration with your peers and to share information.
Resources are also available online through RMIT Library databases and other facilities. If you require assistance with the RMIT library facilities contact the Business Liaison Librarian for your school. Contact details for Business Liaison Librarians are located online on the RMIT Library website.
Additional resources and/or sources to assist your learning will be identified by your course coordinator will be made available to you as required during the teaching period.

Overview of Assessment

The assessment alignment list below shows the assessment tasks against the learning outcomes they develop.

Assessment Task 1: 20%
Linked CLOs: 1, 4, 5, 6
Assessment Task 2: 40%
Linked CLOs: 1, 2, 3, 4, 5, 6
Assessment Task 3: 40%
Linked CLOs: 1, 2, 3, 4, 5, 6

Feedback will be provided throughout the semester in class and/or in online forums through individual and group feedback on practical exercises and by individual consultation.