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HE Unit Template
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Services Marketing
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BUMKT2601 - Services Marketing
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20240200
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1.1
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2026-09-10
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2026-09-10
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Business
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Institute of Innovation, Science & Sustainability
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Business
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Undergraduate
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15
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.125
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080505
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Marketing
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080505 - Marketing
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<a href="http://www.federation.edu.au/locate/unit/bumkt2601">View unit fees</a>
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Graded (e.g. HD, D, C, etc)
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7
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Bachelor Degree
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<p>This course aims to introduce students to the service industry and the application of marketing to services. Services now represent a dominant portion of advanced economies, and most new jobs are generated by services. Powerful forces are transforming service markets, and reshaping demand, supply, the competitive landscape, and consumers choice, including decision making. This course addresses the essential nature of services and the role of service quality, including a focus on the role of employees in service delivery. </p>
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<p>Topics may include:</p>
<p>1.The role and characteristics of marketing services</p>
<p>2.The marketing system, external environment and influencing variables for services</p>
<p>3.Consumer behaviour and market analysis in the service industry</p>
<p>4.Strategic issues for marketing services</p>
<p>5.The marketing mix and services: creating, delivering and distributing services; cost and pricing strategies; communicating and promoting services; the importance of people, operational processes and physical environment in the marketing of services</p>
<p>6.Distinctive aspects of marketing services in the 90s: improving service quality and productivity; managing supply and demand; adding value through customer service</p>
<p>7.Organising, utilising and controlling marketing resources in service organisations</p>
<p>8.Developing, implementing, controlling and evaluating marketing plans and campaigns for services</p>
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<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
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Year
Year
2027
Current Year
2026
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BUMKT2601 - Services Marketing
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BUMKT2601 - Services Marketing
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Semester
Semester 1
Semester 2
Summer Semester
Year
2027
2026
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Overview
Key information
Requisites
Learning outcomes
Assessment
FedTASK
Parent Region
Overview
Unit description
<p>This course aims to introduce students to the service industry and the application of marketing to services. Services now represent a dominant portion of advanced economies, and most new jobs are generated by services. Powerful forces are transforming service markets, and reshaping demand, supply, the competitive landscape, and consumers choice, including decision making. This course addresses the essential nature of services and the role of service quality, including a focus on the role of employees in service delivery. </p>
Unit content
<p>Topics may include:</p> <p>1.The role and characteristics of marketing services</p> <p>2.The marketing system, external environment and influencing variables for services</p> <p>3.Consumer behaviour and market analysis in the service industry</p> <p>4.Strategic issues for marketing services</p> <p>5.The marketing mix and services: creating, delivering and distributing services; cost and pricing strategies; communicating and promoting services; the importance of people, operational processes and physical environment in the marketing of services</p> <p>6.Distinctive aspects of marketing services in the 90s: improving service quality and productivity; managing supply and demand; adding value through customer service</p> <p>7.Organising, utilising and controlling marketing resources in service organisations</p> <p>8.Developing, implementing, controlling and evaluating marketing plans and campaigns for services</p>
Key information
Institute / school:
Institute of Innovation, Science & Sustainability
Discipline:
Business
Study level:
Undergraduate
Credit points:
15
EFTSL:
0.125
Field of education:
080505 - Marketing
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt2601">View unit fees</a>
Requisites
Prerequisite
<p> must have completed 1 of <a href="/ords/r/curriculum/catalogue/course?p6_code=BUMKT1501" target="_blank">BUMKT1501</a>, JM501</p>
Corequisite
None
Exclusion
None
Learning outcomes
Learning outcomes
<p>On successful completion of this unit, students are expected to gain the following [K]nowledge, [S]kills and [A]pplication of knowledge & skills</p>
Learning Outcomes
Ref
Outcome
K1
<p>Differentiate between the distinctive characteristics of services and identify their implications for marketing.</p>
K2
<p>Analyse elements of marketing strategies for services organisations.</p>
K3
<p>Examine key theoretical frameworks which can be applied to the marketing of services.</p>
K4
<p>Identify key factors that influence consumer behaviour in relation to services</p>
K5
<p>Determine the important elements of the marketing mix for services organisations</p>
S1
<p>Identify important marketing aspects for service organisations through researching specific services topic areas</p>
S2
<p>Express ideas and perspectives on services marketing situations via written and/or oral communication</p>
S3
<p>Critically analyse the marketing of services organisations and exercise judgment in providing an appropriate solution </p>
S4
<p>Interpret the marketing environment in relation to services industries and consider how the environment can help improve both service quality and productivity </p>
A1
<p>Transfer and apply a services marketing approach to a services firm</p>
A2
<p>Create and implement elements of the marketing mix relevant to services firms in a range of environments </p>
A3
<p>Develop strategic ideas for the development or improvement of marketing plan for a service using initiative and judgement </p>
Assessment
Learning Tasks and Assessment
Ref
Learning task
Assessment type
Weighting
Learning outcomes assessed
1
<p>Demonstrate knowledge of the course material</p>
<p>Individual Test</p>
<p>20-30%</p>
K1, K2, K5, S1, A1
2
<p>Critically analyse and interpret a services marketing situation through a report and/or presentation</p>
<p>Group Task</p>
<p>30-40%</p>
K1, K2, K3, K4, K5, S1, S2, S3, S4, A1, A2, A3
3
<p>Demonstrate knowledge and skills gained in the course by applying them to different marketing situation</p>
<p>Written Exam</p>
<p>30-50%</p>
K1, K3, K4, K5, S1, S4, A3
Supplementary assessment available:
Yes
Supplementary assessment information:
<p>Where supplementary assessment is available a student must have failed overall in the Unit but gained a final mark of 45 per cent or above, has completed all major assessment tasks (including all sub-components where a task has multiple parts) as specified in the Unit Description and is not eligible for any other form of supplementary assessment.</p>
FedTASK
FedTASK
Description of FedTASK outcome
Level
FedTASK 1: Interpersonal
The ability to effectively communicate, interact and work with others both individually and in groups.
FedTASK 2: Leadership
The ability to apply professional skills and behaviours in leading others.
FedTASK 3: Critical Thinking and Creativity
The ability to work in complexity and ambiguity using imagination to create new ideas.
FedTASK 4: Digital Literacy
The ability to work fluently across a range of tools and applications to achieve a range of skills.
FedTASK 5: Sustainable and Ethical Mindset
The ability to consider and assess the consequences and impact of ideas and actions in enacting ethical and sustainable decisions.
FedTASK
<p>Federation University recognises that students require key transferable employability skills to prepare them for their future workplace and society. FedTASKs (<strong>T</strong>ransferable <strong>A</strong>ttributes <strong>S</strong>kills and <strong>K</strong>nowledge) provide a targeted focus on five key, transferable Attributes, Skills, and Knowledge that are embedded within curriculum, developed gradually towards successful measures and interlinked with cross-discipline and co-operative learning opportunities.</p>
Key information
Institute / school:
Institute of Innovation, Science & Sustainability
Discipline:
Business
Study level:
Undergraduate
Credit points:
15
EFTSL:
0.125
Field of education:
080505 - Marketing
Grade scheme:
Graded (e.g. HD, D, C, etc)
Placement component:
No
Fee information:
<a href="http://www.federation.edu.au/locate/unit/bumkt2601">View unit fees</a>
Additional information
Add Info Static Text
Internal reference: BUMKT2601 - U1.1