Services Marketing
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Bachelor of Business (Marketing)
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This subject is available under ICMS undergraduate degrees, please click the button below to find an undergraduate course for you.
Subject Code:
MKT203B
Prerequisites:
MKT101A/MKT101B
Subject Rationale:
In a service-driven economy, knowing how to market intangible, variable, and perishable offerings is essential across industries such as finance, hospitality, healthcare, and digital platforms and differs from marketing of physical products. Services Marketing is the study of how businesses create value for customers through experiences, interactions, and relationships.
This subject explores the distinct challenges of services marketing, including managing customer expectations, ensuring quality, and maintaining trust in customer-involved processes. Students will examine the extended marketing mix (7 Ps) and explore areas like service design, customer experience, and quality management.
Students will also learn how to develop pricing, communication, and delivery strategies that foster loyalty and long-term relationships. Case studies bring theory to life – from digital banks enhancing user experience to service recovery strategies in hospitality.
A strong focus is placed on real-world application and emerging trends. Students will analyse how digital transformation, artificial intelligence (AI), and data-driven personalisation are changing service delivery, and how sustainability and ethics are shaping consumer expectations.
Whether the future lies in marketing, operations, or management, this subject will build critical thinking, creativity, and customer-centric mindset, equipping students to innovate and lead in today’s experience-driven marketplace.
Learning Outcomes:
a) Explain key concepts in services marketing and how they differ from goods marketing.
b) Apply services marketing frameworks and tools to analyse real-world service encounters.
c) Evaluate service quality and identify areas for improvement using theoretical models.
d) Develop strategic recommendations that address contemporary challenges in services marketing.
Student Assessment:
| No | Type | Weighting | Learning Outcomes |
| 1 | Service Investigation Report | 25% | a, b |
| 2 | Service Analysis Essay | 40% | a, b, c, d |
| 3 | Consultant Elevator Pitch Deck (G) | 35% | c, d |
Note: (G) = Group assessment