MKT335 Marketing of Services (8)


The global significance of the services sector has forced many organisations to re-think their business model. This subject examines the nature of services marketing in detail. Building on knowledge from MKT110, this subject explores how service organisations compete. Drawing on the services literature and industry best practice, this subject critically examines the distinct characteristics of services and how these characteristics shape marketing strategies that can deliver organisational outcomes. Central constructs such as customer satisfaction, service quality, and value are considered along with the role of technology and ethics in determining appropriate marketing strategies.

+ Subject Availability Modes and Location

Session 2
InternalCSU Study Centre Sydney
InternalNorthern Sydney Institute
DistanceBathurst Campus
Continuing students should consult the SAL for current offering details: MKT335
Where differences exist between the Handbook and the SAL, the SAL should be taken as containing the correct subject offering details.

Subject information

Duration Grading System School:
One sessionHD/FLSchool of Management and Marketing

Assumed Knowledge


Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to identify and describe the distinctive characteristics of services marketing;
  • be able to critically evaluate the importance of service quality and customer experiences in driving organisations outcomes;
  • be able to analyse and apply theoretical models of services development, delivery and recovery in order to recommend appropriate strategies and solve common service problems;
  • be able to communicate clearly and effectively in written and oral work;
  • be able to research and apply market information; and
  • be able to synthesise contemporary market issues including technology, ethics and international business and evaluate their impact on services marketing strategies.


The subject will cover the following topics:
  • Distinctive aspects of service marketing
  • Customers and services
  • Customer satisfaction
  • Forging customer relationships
  • Service positioning and target markets
  • Service product strategies
  • Service delivery
  • Costs and pricing
  • Capacity and demand
  • Communication and promotion
  • International services
  • Handling customer complaints and service recovery
  • Ethics, social issues and technology
  • Creating, delivering service value
  • Measuring service value and performance
  • Organisational preconditions of service value
  • Retaining competitive advantage in a service context


The information contained in the 2016 CSU Handbook was accurate at the date of publication: 06 September 2016. The University reserves the right to vary the information at any time without notice.