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MKT8003 Services Sector Marketing and Management Studies

Units : 1
Faculty or Section : Faculty of Business, Education, Law and Arts
School or Department : School of Management and Enterprise

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 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.

Course offers

Semester Mode Campus
Semester 2, 2015 Online