Course Outline

MKG211 Services Marketing

Course Coordinator:David Fleischman ( School:School of Business and Creative Industries

2022Semester 1

USC Sunshine Coast

USC Moreton Bay

Blended learning Most of your course is on campus but you may be able to do some components of this course online.


Online You can do this course without coming onto campus.

Please go to the USC website for up to date information on the
teaching sessions and campuses where this course is usually offered.

What is this course about?


Service industries dominate the economy of most nations. Indeed, more than three-quarters of all new employment around the world is in the service sector in areas such as tourism, sport, telecommunication, finance, social networking and charities. This course examines key concepts, tools and models that underpin service success. The topics covered in the course include the distinctive nature of services, the importance of building relationships with consumers, designing successful services, and managing services for sustainability.

How will this course be delivered?

Activity Hours Beginning Week Frequency
Blended learning
Learning materials – Pre-recorded concept videos and associated reflection activity as outlined in the weekly course topics 1hr Week 1 13 times
Tutorial/Workshop 1 – In-class tutorial. 2hrs Week 1 10 times
Information session – These are up to 2-hour long Zoom task information and professional development sessions in weeks 4, 8 and 13. 2hrs Week 4 3 times
Learning materials – Pre-recorded concept videos and associated reflection activity as outlined in the weekly course topics 1hr Week 1 12 times
Tutorial/Workshop 1 – Interactive zoom tutorial 2hrs Week 1 10 times
Information session – These are up to 2-hour long Zoom task information and professional development sessions in weeks 4, 8 and 13. 2hrs Week 4 3 times

Course Topics

  1. Course Overview + Introduction to services marketing 
  2. Developing service products and brands 
  3. Consumer behaviour in a services context + Positioning services in competitive markets 
  4. Content Summary, Review + Task 1 Preparation.
  5. Crafting the service environment 
  6. Designing service processes + Balancing demand and capacity
  7. Complaint handling and service recovery + Improving service quality and productivity
  8. Professional Development Task 2 Workshop 
  9. Distributing services through physical and electronic channels 
  10. Promoting services and educating customers 
  11. Managing relationships and building loyalty + Managing people for service advantage 
  12. Setting pricing and implementing revenue management 
  13. Professional Development Task 3 Service Re-design Workshop

What level is this course?

200 Level (Developing)

Building on and expanding the scope of introductory knowledge and skills, developing breadth or depth and applying knowledge and skills in a new context. May require pre-requisites where discipline specific introductory knowledge or skills is necessary. Normally, undertaken in the second or third full-time year of an undergraduate programs.

What is the unit value of this course?

12 units

How does this course contribute to my learning?

Course Learning Outcomes On successful completion of this course, you should be able to... Graduate Qualities Completing these tasks successfully will contribute to you becoming...
1 Demonstrate knowledge of the principles and concepts underlying services marketing. Knowledgeable
2 Demonstrate creative and strategic thinking so as to make optimal decisions regarding services marketing and communicate this in an engaging manner. Empowered
3 Use critical thinking to recognise, evaluate and solve services marketing problems Creative and critical thinker

Am I eligible to enrol in this course?

Refer to the USC Glossary of terms for definitions of “pre-requisites, co-requisites and anti-requisites”.




Not applicable


Not applicable

Specific assumed prior knowledge and skills (where applicable)

Not applicable

How am I going to be assessed?

Grading Scale

Standard Grading (GRD)

High Distinction (HD), Distinction (DN), Credit (CR), Pass (PS), Fail (FL).

Details of early feedback on progress

This course provides early feedback to students in three ways. First, it has an test in the first third of the semester, which provides students with an indication of their progress in the course. Second, students will be provided formative feedback via the tutorial workshops throughout the semester.
Third, students receive summative feedback through the marking of their assessment pieces.

Assessment tasks

Delivery mode Task No. Assessment Product Individual or Group Weighting % What is the duration / length? When should I submit? Where should I submit it?
All 1 Examination - not Centrally Scheduled Individual 20%
1 hour
Week 4 Online Test (Quiz)
All 2 Artefact - Creative, and Written Piece Individual 35%
5-7 slides and 750 words.
Week 9 Online Assignment Submission with plagiarism check
All 3 Report Individual 45%
2,000 words
Week 13 Online Assignment Submission with plagiarism check
All - Assessment Task 1:Concepts Test
A concepts test will be conducted under exam conditions online in Week 4. The concepts test will examine your understanding of and capacity to apply services marketing concepts covered in the course to date.
Product: Examination - not Centrally Scheduled
This is an individual assessment task. You will have 1 hour to complete the test and submit online.
No. Learning Outcome assessed
Recall, explain and apply services marketing concepts.
All - Assessment Task 2:Service Audit Infographic and Summary
The purpose of this assessment is for you to conduct a service audit (analysis) of a service organisation of your choice. Typically, a service audit is a systematic analysis of a company’s current service offering and marketing activities. The service audit should identify areas of strengths but should identify problematic areas of the service as related to identified personas.
Product: Artefact - Creative, and Written Piece
Powerpoint and written communication to be submitted online.
No. Learning Outcome assessed
Background knowledge of selected service and target personas.
Interrogate the literature to identify, incorporate and apply relevant services marketing concepts and theories in the service audit.
Identify and articulate the strengths and weaknesses of the service.
Visual presentation and written communication skills.
All - Assessment Task 3:Service Re-design Report
Drawing from your Task 2 audit analysis, you will demonstrate a breadth and depth of understanding services marketing theories and concepts by critically engaging with and applying these to identify opportunities and formulate improvements for redesigning components of the service offering.
Product: Report
This is an individual assessment in the form of a  written report to be submitted online.
No. Learning Outcome assessed
Synthesis of opportunities for improving the service as supported by relevant theories and concepts.
1 3
Demonstrate command of relevant concepts and theories by formulating a suite of practical options for how to re-design components of the service.
1 2
Discuss and justify the most viable re-design option for the service.
Written communication and presentation skills.

Directed study hours

A 12-unit course will have total of 150 learning hours which will include directed study hours (including online if required), self-directed learning and completion of assessable tasks. Directed study hours may vary by location. Student workload is calculated at 12.5 learning hours per one unit.

What resources do I need to undertake this course?

Please note: Course information, including specific information of recommended readings, learning activities, resources, weekly readings, etc. are available on the course Canvas site– Please log in as soon as possible.

Prescribed text(s) or course reader

Please note that you need to have regular access to the resource(s) listed below. Resources may be required or recommended.

Required? Author Year Title Edition Publisher
Required Jochen Wirtz,Christopher H. Lovelock 2017 Essentials of Services Marketing 3rd ed. Pearson Higher Education

Specific requirements

Not applicable

How are risks managed in this course?

Health and safety risks for this course have been assessed as low. It is your responsibility to review course material, search online, discuss with lecturers and peers and understand the health and safety risks associated with your specific course of study and to familiarise yourself with the University’s general health and safety principles by reviewing the online induction training for students, and following the instructions of the University staff.

What administrative information is relevant to this course?

Assessment: Academic Integrity

Academic integrity is the ethical standard of university participation.  It ensures that students graduate as a result of proving they are competent in their discipline.  This is integral in maintaining the value of academic qualifications. Each industry has expectations and standards of the skills and knowledge within that discipline and these are reflected in assessment.

Academic integrity means that you do not engage in any activity that is considered to be academic fraud; including plagiarism, collusion or outsourcing any part of any assessment item to any other person.  You are expected to be honest and ethical by completing all work yourself and indicating in your work which ideas and information were developed by you and which were taken from others. You cannot provide your assessment work to others. You are also expected to provide evidence of wide and critical reading, usually by using appropriate academic references.

In order to minimise incidents of academic fraud, this course may require that some of its assessment tasks, when submitted to Canvas, are electronically checked through Turnitin.  This software allows for text comparisons to be made between your submitted assessment item and all other work to which Turnitin has access.

Assessment: Additional Requirements

Eligibility for Supplementary Assessment

Your eligibility for supplementary assessment in a course is dependent of the following conditions applying:

The final mark is in the percentage range 47% to 49.4%
The course is graded using the Standard Grading scale
You have not failed an assessment task in the course due to academic misconduct

Assessment: Submission penalties

Late submission of assessment tasks may be penalised at the following maximum rate: 
- 5% (of the assessment task's identified value) per day for the first two days from the date identified as the due date for the assessment task. 
- 10% (of the assessment task's identified value) for the third day - 20% (of the assessment task's identified value) for the fourth day and subsequent days up to and including seven days from the date identified as the due date for the assessment task. 
- A result of zero is awarded for an assessment task submitted after seven days from the date identified as the due date for the assessment task. Weekdays and weekends are included in the calculation of days late. To request an extension you must contact your course coordinator to negotiate an outcome.


USC is committed to a culture of respect and providing a safe and supportive environment for all members of our community. For immediate assistance on campus contact SafeUSC by phone: 07 5430 1168 or using the SafeZone app. For general enquires contact the SafeUSC team by phone 07 5456 3864 or email

The SafeUSC Specialist Service is a Student Wellbeing service that provides free and confidential support to students who may have experienced or observed behaviour that could cause fear, offence or trauma. To contact the service call 07 5430 1226 or email

Study help

For help with course-specific advice, for example what information to include in your assessment, you should first contact your tutor, then your course coordinator, if needed.

If you require additional assistance, the Learning Advisers are trained professionals who are ready to help you develop a wide range of academic skills. Visit the Learning Advisers web page for more information, or contact Student Central for further assistance: +61 7 5430 2890 or

Wellbeing Services

Student Wellbeing provide free and confidential counselling on a wide range of personal, academic, social and psychological matters, to foster positive mental health and wellbeing for your academic success.

To book a confidential appointment go to Student Hub, email or call 07 5430 1226.

AccessAbility Services

Ability Advisers ensure equal access to all aspects of university life. If your studies are affected by a disability, learning disorder mental health issue, injury or illness, or you are a primary carer for someone with a disability or who is considered frail and aged, AccessAbility Services can provide access to appropriate reasonable adjustments and practical advice about the support and facilities available to you throughout the University.

To book a confidential appointment go to Student Hub, email or call 07 5430 2890.

Links to relevant University policy and procedures

For more information on Academic Learning & Teaching categories including:

  • Assessment: Courses and Coursework Programs
  • Review of Assessment and Final Grades
  • Supplementary Assessment
  • Administration of Central Examinations
  • Deferred Examinations
  • Student Academic Misconduct
  • Students with a Disability

Visit the USC website:

Student Charter

USC is committed to excellence in teaching, research and engagement in an environment that is inclusive, inspiring, safe and respectful. The Student Charter sets out what students can expect from the University, and what in turn is expected of students, to achieve these outcomes.

General Enquiries

  • In person:
    • USC Sunshine Coast - Student Central, Ground Floor, Building C, 90 Sippy Downs Drive, Sippy Downs
    • USC Moreton Bay - Service Centre, Ground Floor, Foundation Building, Gympie Road, Petrie
    • USC SouthBank - Student Central, Building A4 (SW1), 52 Merivale Street, South Brisbane
    • USC Gympie - Student Central, 71 Cartwright Road, Gympie
    • USC Fraser Coast - Student Central, Student Central, Building A, 161 Old Maryborough Rd, Hervey Bay
    • USC Caboolture - Student Central, Level 1 Building J, Cnr Manley and Tallon Street, Caboolture
  • Tel:+61 7 5430 2890