Marketing of Services (9950.3)

In this unit students will develop a thorough understanding of the nuances of marketing business services. Through gaining an understanding of the various levels and components of services, students will develop their ability to design marketing strategies specific to services with the goal of maximising value.

This unit is delivered self-paced online, requiring students to self-manage their work load, developing many skills required of outstanding graduate students.

Learning outcomes

On successful completion of this unit, students will:
1. Effectively communicate and evaluate the various levels of a service product and the factors that differentiate a service from a good;
2. Create marketing plans to clearly identify the unique challenges and opportunities in marketing a service;
3. Modify and design marketing strategies to more efficiently cater to services;
4. Evaluate and communicate the key differences in the marketing mix for services; and
5. Use evidence to recommend marketing mix changes position services within a market.

Graduate attributes

1. UC graduates are professional - communicate effectively
1. UC graduates are professional - display initiative and drive, and use their organisation skills to plan and manage their workload
1. UC graduates are professional - employ up-to-date and relevant knowledge and skills
1. UC graduates are professional - take pride in their professional and personal integrity
1. UC graduates are professional - use creativity, critical thinking, analysis and research skills to solve theoretical and real-world problems
2. UC graduates are global citizens - adopt an informed and balanced approach across professional and international boundaries
2. UC graduates are global citizens - make creative use of technology in their learning and professional lives
2. UC graduates are global citizens - understand issues in their profession from the perspective of other cultures
3. UC graduates are lifelong learners - adapt to complexity, ambiguity and change by being flexible and keen to engage with new ideas
3. UC graduates are lifelong learners - be self-aware
3. UC graduates are lifelong learners - reflect on their own practice, updating and adapting their knowledge and skills for continual professional and academic development

Prerequisites

Must have passed 9958 Fundamentals of Marketing AND
36 credit points

Corequisites

Enrolment in one of:
Bachelor of Applied Entrepreneurship, 334JA;
Bachelor of Applied Entrepreneurship (Social Entrepreneurship), 335JA;
Bachelor of Applied Business (Management), 332JA;
Bachelor of Applied Business (Marketing), 333JA

Incompatible units

None.

Equivalent units

None.

Assumed knowledge

Sound understanding of various components of marketing strategy, market concepts and customer behaviours