Services Marketing

University of Newcastle

Course Description

  • Course Name

    Services Marketing

  • Host University

    University of Newcastle

  • Location

    Newcastle, Australia

  • Area of Study

    Business, International Business, International Economics, International Management, International Marketing, Marketing

  • Language Level

    Taught In English

  • Course Level Recommendations


    ISA offers course level recommendations in an effort to facilitate the determination of course levels by credential evaluators.We advice each institution to have their own credentials evaluator make the final decision regrading course levels.

    Hours & Credits

  • Host University Units

  • Recommended U.S. Semester Credits
    3 - 4
  • Recommended U.S. Quarter Units
    4 - 6
  • Overview


    Service industries dominate advanced economies. Services Marketing examines the differences between the marketing of goods and services and extends the traditional strategic marketing mix to include additional elements appropriate to the distinct features of services. Other topics include internal marketing, managing evidence, relationship marketing, services and globalisation, quality service delivery and measurement and service customisation. Independently and collaboratively, students engage in Services Marketing inquiry and research developing valued problem solving and decision making attributes.

    Learning Outcomes

    1. Demonstrate a extended understanding of the similarities and differences in service-based and physical product based marketing activities;

    2. Demonstrate a knowledge of the extended marketing mix for services;

    3. Develop and justify marketing planning and control systems appropriate to service-based activities;

    4. Specify, analyse and select markets for specific service products;

    5. Prepare, communicate and justify marketing mixes and information systems for service-based organisations;

    6. Demonstrate integrative knowledge of marketing issues associated with service productivity, perceived quality, customer satisfaction and loyalty

    7. Exhibit the capability to work effectively within a team environment.

    8. Apply relevant services marketing theory, research and analysis skills to contemporary case studies and communicate outcomes employing professional discourse and formats.

    9. Conduct an investigation of service delivery systems, collecting, analysing data, and synthesising information to provide valid conclusions.


    The topics in this course include the following:
    What is distinctive & the same about Services
    The Customer Experience
    Segmentation, Targeting and Positioning (STP) Analysis
    Strategic Issues:Managing Demand
    Creating & Delivering Services: Adding Value
    The Marketing Mix: Cost & Price Strategies
    The Marketing Mix: Communication & Promotion of services
    Service Quality and Service Productivity
    Communications Across Borders
    Managing Customer Services
    Implications for HRM
    Services and Globalisation

    Assessment Items

    Tutorial / Laboratory Exercises: Tutorial Exercises
    Quiz: In-class Quiz
    Presentation: Case Presentation
    Written Assignment: Service Delivery System Analysis
    Formal Examination: Formal Exam

Course Disclaimer

Courses and course hours of instruction are subject to change.

Credits earned vary according to the policies of the students' home institutions. According to ISA policy and possible visa requirements, students must maintain full-time enrollment status, as determined by their home institutions, for the duration of the program.