Services Marketing

MKT20012, formerly LBM206 12.5 Credit Points Hawthorn, Online


  •   One semester

Contact hours

  • 36 contact hours over the semester, normally 3 hours per week


Aims and objectives

Services industry is the fastest growing business sector, nationally as well as globally. This unit explores the major differences between the marketing of services as distinct from marketing tangible products, and aims at providing students with the special skills required to develop and implement marketing strategies in service-based businesses.

On successful completion of this unit students will be able to:
1.     Understand differences between services marketing and marketing of tangible products
2.     Utilise conceptual models to facilitate understanding of services marketing
3.     Apply services marketing theories to solve practical issues in the service sector
4.     Demonstrate communication, analytical and systematic marketing skills to attract stakeholders


Courses with unit

Formerly known as LBM331 Services Marketing and Management Project / MAR301 Services Marketing and Management (Online)
Co-badged with MAR260 Services Marketing (Online)