Program Overview

Macquarie University Program: MKTG3002 Services Marketing

Overview

The MKTG3002 Services Marketing program at Macquarie University is designed to develop students' knowledge of the specific characteristics of service offerings and service markets. The program focuses on competitive service markets, where offering consistent quality and satisfying services are key challenges.

General Information

• Unit convenor and teaching staff: Prof Dr Chris Baumann
• Credit points: 10
• Prerequisites: 130 cp at 1000 level or above including MKTG1003
• Corequisites: None
• Co-badged status: None
• Unit description: In competitive service markets, offering consistent quality and satisfying services are key challenges. These challenges drive intangibility, heterogeneity, credence qualities, and high similarity among competing service offerings. Because of the nature of services, service marketers have to adopt strategies to market their service offerings, which are different from tangible goods.

Learning Outcomes

On successful completion of this unit, students will be able to:

• Evaluate service marketing theories to solve services problems and communicate their solutions.
• Analyse and justify different strategic options to improve collaboration, service quality, customer satisfaction, and firm performance.
• Critique and explain the specific characteristics of service offerings and service markets.

Assessment Tasks

• Professional Practice: Evaluation of Service Performance (40%): The purpose of this assessment is for students to create a service audit that analyses a selected service organisation.
• Professional Practice: Service Opportunities and Challenges (40%): The purpose of this assessment is for students to identify opportunities facing a service organisation by applying their knowledge of services marketing.
• Skills Development: Reflecting on Services Marketing (20%): The purpose of this assessment is for students to self-reflect, connect, and apply theoretical knowledge across a range of services marketing topics.

Delivery and Resources

This unit is delivered in a combination of weekly lectures (pre-recorded), lectorials (on campus), and tutorials (on campus or zoom). Students are expected to be active and engaged learners, contributing to lectorials, tutorial activities, and discussions.

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central. Students should be aware of the following policies in particular with regard to Learning and Teaching:

• Academic Appeals Policy
• Academic Integrity Policy
• Academic Progression Policy
• Assessment Policy
• Fitness to Practice Procedure
• Assessment Procedure
• Complaints Resolution Procedure for Students and Members of the Public
• Special Consideration Policy

Student Support

Macquarie University provides a range of support services for students, including:

• Academic Success
• The Library
• IT Support
• Accessibility and disability support with study
• Mental health support
• Safety support to respond to bullying, harassment, sexual harassment, and sexual assault
• Social support including information about finances, tenancy, and legal issues
• Student Advocacy provides independent advice on MQ policies, procedures, and processes

Changes from Previous Offering

No major changes.