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MKT8003 Services Sector Marketing and Management Studies

Semester 2, 2016 Online
Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Management and Enterprise
Student contribution band : Band 3
ASCED code : 080599 - Sales and Marketing not elsewh

Contents on this page


Examiner: Michael Gardiner

Other requisites

Computer, e-mail and Internet access: Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at //


The services sector constitutes over 75% of the Australian gross domestic product which is similar in many other international economies. Managing service delivery and the service economy is becoming critical for companies across the globe to develop competitive advantage. Many organizations are competing on the service element of their product offering, as well as their pure service offering. Superior service quality drives the competitive advantage of traditional service businesses like the Commonwealth Bank, Marriot Hotels and FedEx and is the focus of their service strategy. Other service firms like Wotif, Webjet and Flight Centre are operating in an online environment and focus their service strategy on flexible delivery and efficiency showing the diversity of this industry. This course aims to examine these services from the perspective of recent conceptual and empirical advances in the field of services research and practice and advance student understanding of practice in this sector. This course will advance students? understanding of the practical implications of research in the services marketing field and facilitate students in applying this knowledge to practice. This course aims to undertake examination of current practices and application through use of service?s theory, service evaluation and case study and service encounter analysis.


The course focuses on the unique challenges of managing in the services sector and delivering quality service to customers at the industry sector and firm level. The course examines how to build strong customer relationships through quality service (and services) in a dynamic and changing environment. Understanding the nuances of the service sector is central to the course content. The course is equally applicable to organisations whose core product is service (for example, banks, transportation companies, hotels, hospitals, professional services etc.) and to organisations that depend on service excellence for competitive advantage (for example, high technology, manufacturers and industrial products, etc.). In this course you will learn critical skills and gain knowledge needed to implement quality service and service strategies and (i) the sector level and, (ii) the firm level, to create competitive advantage across industries. Tools, techniques and frameworks for customer-focused management and customer satisfaction and retention through service strategies are discussed. Other topics that are addressed include service recovery, service mapping, linking customer management to performance measurement and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. This course provides pivotal content for tomorrow's businesses across a range of service sectors.


On successful completion of this course, students should be able to:

  1. identify and solve complex real world services sector marketing and management problems, incorporating relevant marketing and business theory and processes to provide solutions that will increase management effectiveness and performance
  2. communicate professionally about the services sector and services firms related issues in a range of modes to achieve targeted outcomes
  3. demonstrate knowledge of change cycles on the services sector, firms and marketing and management practices in organisations in the global environment and the impact of these on organisational systems and performance
  4. comprehend and address complex ethical and sustainability dilemmas within a marketing context and discuss the implications on internal and external marketing environments.


Description Weighting(%)
1. Module 1 - The service industry sector: defining the industry sectors 10.00
2. Getting to know the industry sectors 10.00
3. Indicators for analysis of the industry sectors 10.00
4. Module 2 - Service firm: understanding the service firm 5.00
5. Analysing the service firm 10.00
6. The service scape and physical evidence 10.00
7. People and pricing of services 10.00
8. Service channels, intermediaries and delivery 10.00
9. Promotion and communication 10.00
10. Module 3 - Analytical tools and techniques: tools 5.00
11. Techniques 5.00
12. Performance management and profitability 5.00

Text and materials required to be purchased or accessed

ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (

Please contact us for alternative purchase options from USQ Bookshop. (

  • A list of support texts is available in the reference materials section.

Reference materials

Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the course and enrich their learning experience.

Student workload expectations

Activity Hours
Assessments 40.00
Directed Study 40.00
Private Study 80.00

Assessment details

Description Marks out of Wtg (%) Due Date Notes
ASSIGNMENT 1 15 15 01 Aug 2016
ASSIGNMENT 2 40 40 09 Sep 2016 (see note 1)
ASSIGNMENT 3 45 45 28 Oct 2016 (see note 2)

  1. Service sector industry case analysis.
  2. Services firm analysis and improvement plan.

Important assessment information

  1. Attendance requirements:
    There are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.

  2. Requirements for students to complete each assessment item satisfactorily:
    To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.)

  3. Penalties for late submission of required work:
    Students should refer to the Assessment Procedure (point 4.2.4)

  4. Requirements for student to be awarded a passing grade in the course:
    To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.

  5. Method used to combine assessment results to attain final grade:
    The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.

  6. Examination information:
    There is no examination in this course.

  7. Examination period when Deferred/Supplementary examinations will be held:
    Not applicable.

  8. University Student Policies:
    Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at

Assessment notes

  1. Referencing in assignments:
    Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at //