Services Marketing and Customer Management

MKT70020 12.5 Credit Points Hawthorn Available to incoming Study Abroad and Exchange students


  • One semester or equivalent

Contact hours

  • 36

On-campus unit delivery combines face-to-face and digital learning.

2023 teaching periods


Higher Ed. Semester 2

31 Jul 23 - 29 Oct 23

5 Dec 23

Last self enrolment:
13 Aug 23

31 Aug 23

Last withdraw without fail:
15 Sep 23

Aims and objectives

This unit combines an in-depth analysis of the marketing techniques that apply to service organisations and develops students' abilities to collect and synthesise marketing information about service firms, and to develop services marketing solutions based on insights into services marketing theories and best practice in the service sector.

Students who successfully complete this unit will be able to:

1. Apply coherent and advanced knowledge of developing and delivering quality services.

2. Apply problem-solving, design and decision making methodologies to integrate the strategies, tools and approaches for addressing the unique challenges associated with the marketing of services.

3. Critically analyse current research methods and challenges regarding services marketing and customer management.

4. Work effectively in a diverse team environment.