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.


Session 1 (30)
On Campus
Albury-Wodonga Campus
CSU Study Centre Sydney
Port Macquarie Campus
Bathurst 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

Grading System



One session


School of Management and Marketing

Assumed Knowledge

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to identify the distinctive characteristics of services marketing and describe the components of the expanded marketing mix;
  • be able to analyse the significance of satisfaction, value and service quality and explain its role in achieving organisational service goals;
  • be able to create a service strategy for the development of new services including planning for variations in pricing, demand and capacity;
  • be able to design guidelines for a customer service program; and
  • be able to describe and develop an effective service recovery process.


This 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 CSU Handbook was accurate at the date of publication: January 2020. The University reserves the right to vary the information at any time without notice.