• Offered by Research School of Management
  • ANU College ANU College of Business and Economics
  • Course subject Marketing
  • Areas of interest Marketing
  • Academic career PGRD
  • Mode of delivery In Person

This course is designed to provide students with a comprehensive understanding of services marketing, focusing on the unique challenges and opportunities associated with marketing intangible products. The course covers key topics such as understanding customer behavior, developing service strategies, managing service delivery, measuring and improving service quality, and promoting services through various channels. Students will explore the key principles and techniques of services marketing, including service design, service innovation, pricing strategies, promotion, and service recovery. The course will also cover the role of technology and digital marketing in services marketing, as well as the challenges of managing global service businesses.

Throughout the course, students will be encouraged to think critically and analytically about services marketing, applying theoretical concepts and frameworks to real-world marketing problems. By the end of the course, students will have developed the knowledge and skills necessary to design, implement, and evaluate effective

services marketing strategies. This course will utilize a range of teaching methods, including lectures, case studies, group discussions, and projects.


Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

  1. Identify how “service” can be a source of competitive advantage in organizations;
  2. Distinguish the unique challenges involved in marketing and managing services;
  3. Differentiate the role of customer experience in service marketing;
  4. Apply services marketing concepts underpinning the design, planning and implementation of services marketing plans and strategies;
  5. Critically evaluate case studies in a services marketing context;
  6. Design a Service Blueprint to provide a comprehensive understanding of the customer experience and service system; and
  7. Reflect on ways in which contemporary issues, emerging technologies, and social influences inform the practice of services marketing and management.

Indicative Assessment

  1. Typical assessments may include but are not restricted to: in-class exercises, written and oral assignments, quizzes, examinations, group project tasks, oral presentations, and other assessments deemed appropriate to show the attainment of the learning outcomes set for the course. Further details will be made available via the Class Summary. (100) [LO 1,2,3,4,5,6,7]

The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.


Students taking this course are expected to commit 130 hours to complete the work. For semester length offerings, this will typically include 3 hours per week in class and at least 7 hours a week on average (excluding non-teaching weeks) on course reading, research, writing and assessment work.

Inherent Requirements

This course has no inherent requirements.

Requisite and Incompatibility

To enrol in this course you must have previously completed MKTG2004 or MKTG7001 or MKTG7260. You are not able to enrol in this course if you have previously completed MKTG2023.

Prescribed Texts

Information about the prescribed textbook (if any) will be made available via the Class Summary.

Preliminary Reading

Additional information about indicative readings (if any) will be made available via the Class Summary.

Assumed Knowledge

Knowledge of basic research methods.


Tuition fees are for the academic year indicated at the top of the page.  

Commonwealth Support (CSP) Students
If you have been offered a Commonwealth supported place, your fees are set by the Australian Government for each course. At ANU 1 EFTSL is 48 units (normally 8 x 6-unit courses). More information about your student contribution amount for each course at Fees

Student Contribution Band:
Unit value:
6 units

If you are a domestic graduate coursework student with a Domestic Tuition Fee (DTF) place or international student you will be required to pay course tuition fees (see below). Course tuition fees are indexed annually. Further information for domestic and international students about tuition and other fees can be found at Fees.

Where there is a unit range displayed for this course, not all unit options below may be available.

6.00 0.12500
Note: Please note that fee information is for current year only.

Offerings, Dates and Class Summary Links

ANU utilises MyTimetable to enable students to view the timetable for their enrolled courses, browse, then self-allocate to small teaching activities / tutorials so they can better plan their time. Find out more on the Timetable webpage.

There are no current offerings for this course.

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