MKT561 Services Marketing (8)

Contemporary market economies are dominated by services. This subject helps students appreciate the distinct characteristics of services and the implications these have for developing and implementing marketing strategies in a wide range of service industries. Current issues in technology and ethics are also examined in relation to service organisations.

No offerings have been identified for this subject in 2021.

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

Enrolment Restrictions

Postgraduate students only

Assumed Knowledge

Assumed knowledge for this subject is equivalent to that covered in MKT501 or MBA503.

Learning Outcomes

Upon successful completion of this subject, students should:
  • be able to identify the distinctive characteristics of services marketing and explain the expanded marketing mix;
  • be able to conceptualise and explain the significance of satisfaction, value and service quality in achieving competitive advantage, and devise approaches for measuring these elements;
  • be able to formulate a service product strategy and explain the important considerations in the development of new services;
  • be able to explain the importance of asset use and yield management and develop pricing objectives and strategies;
  • be able to describe capacity management techniques and formulate demand management strategies;
  • be able to discuss the implications of service characteristics on marketing communications, and develop appropriate marketing communications strategies;
  • be able to design an effective customer service organisation, including implementation guidelines for a customer service program;
  • be able to articulate the importance of customer retention, and develop retention strategies; and
  • be able to describe and develop an effective service recovery process.


This subject will cover the following topics:

Service products, customers and employees
1. introduction to services marketing
2. customer behaviour, service encounters, customer satisfaction and service quality
3. service employees

Service model
1. targeting and positioning
2. service product strategy

Strategic issues
1. service delivery
2. costs and pricing
3. services promotion

Management issues
1. customer relationship management
2. customer complaints and service recovery management
3. international services marketing

Indicative Assessment

The following table summarises the assessment tasks for the online offering of MKT561 in Session 2 2020. Please note this is a guide only. Assessment tasks are regularly updated and can also differ to suit the mode of study (online or on campus).

Item Number
Value %
The service audit
The development of a service marketing strategy
The implementation of a service marketing strategy

The information contained in the CSU Handbook was accurate at the date of publication: May 2021. The University reserves the right to vary the information at any time without notice.