Students

MKTG3002 – Services Marketing

2026 – Session 2, Online-scheduled-weekday

General Information

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Unit convenor and teaching staff Unit convenor and teaching staff
Prof Dr Chris Baumann
chris.baumann@mq.edu.au
Contact via Email
4 Eastern Road, 233
Thursday 3:00pm - 4:00pm
Credit points Credit points
10
Prerequisites Prerequisites
130 cp at 1000 level or above including MKTG1003
Corequisites Corequisites
Co-badged status Co-badged status
Unit description Unit description
In competitive service markets, offering consistent quality and satisfying services are key challenges. These challenges drive intangibility, heterogeneity, credence qualities and high similarity among competing service offerings. Because of the nature of services, service marketers have to adopt strategies to market their service offerings which are different from tangible goods. There is a growing range of touchpoints, where customers experience service marketing techniques. Therefore, services marketers require a deep understanding of issues such as service design and delivery, service quality measurement and internal marketing. The focus of this unit is on developing students’ knowledge of the specific characteristics of service offerings and service markets. Students will critically analyse and evaluate service offerings and service delivery processes with a focus on creating strategic options to improve service quality, satisfaction, firm performance and brand services competitively.

Important Academic Dates

Information about important academic dates including deadlines for withdrawing from units are available at https://www.mq.edu.au/study/calendar-of-dates

Learning Outcomes

On successful completion of this unit, you will be able to:

  • ULO1: Evaluate service marketing theories to solve services problems and communicate your solutions.
  • ULO2: Analyse and justify different strategic options to improve collaboration, service quality, customer satisfaction and firm performance.
  • ULO3: Critique and explain the specific characteristics of service offerings and service markets.

General Assessment Information

Late Submission Penalties
If you submit your assessment late, 5% of the total possible marks will be deducted for each day (including weekends), up to 7 days.
 
Submissions more than 7 days late will receive a mark of 0.
 
Example 1 (out of 100):
 
If you score 85/100 but submit 20 hours late, you will lose 5 marks and receive 80/100.
 
Example 2 (out of 30):
 
If you score 27/30 but submit 20 hours late, you will lose 1.5 marks and receive 25.5/30.
 
Extensions
Automatic short extension: Some assessments are eligible for automatic short extension. You can only apply for an automatic short extension before the due date.
 
Special Consideration: If you need more time due to serious issues and for any assessments that are not eligible for Short Extension, you must apply for Special Consideration.
 
Need help? Review the Special Consideration page for further details.
 
Submission time for all written assessments is set at 11.55pm. A 1-hour grace period is provided to students who experience a technical concern.

Assessment Tasks

Name Weighting Hurdle Due Groupwork/Individual Short Extension AI Approach
Professional practice: Evaluation of service performance 40% No 22/09/2026 Individual Yes Open AI
Professional practice: Service opportunities and challenges 40% No 30/10/2026 Individual Yes Open AI
Skills development: Reflecting on services marketing 20% No 09/11/2026 Individual Yes Open AI

Professional practice: Evaluation of service performance

Assessment Type 1: Problem-based task
Indicative Time on Task 2: 24 hours
Due: 22/09/2026
Weighting: 40%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

The purpose of this assessment is for you to create a service audit that analyses a selected service organisation. Collaboration processes and practices will be assessed in conjunction with different strategic options for service improvement. You will apply theoretical and practical knowledge to critique, analyse and solve challenges in services marketing.
 
Skills in focus:
  • Communication skills
  • Critical thinking and problem solving
  • Discipline knowledge
  • Work readiness
Deliverable(s):
Written report [max of 2000 words]
Individual Assessment
On successful completion you will be able to:
  • Analyse and justify different strategic options to improve collaboration, service quality, customer satisfaction and firm performance.
  • Critique and explain the specific characteristics of service offerings and service markets.

Professional practice: Service opportunities and challenges

Assessment Type 1: Problem-based task
Indicative Time on Task 2: 24 hours
Due: 30/10/2026
Weighting: 40%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

The purpose of this assessment is for you to identify opportunities facing a service organisation by applying your knowledge of services marketing. You will use both theoretical and practical insights to effectively bridge theory and practice, and to critique, analyse, and address service-related challenges an organisation may encounter.
 
Skills in focus:
  • Communication skills
  • Critical thinking and problem solving
  • Discipline knowledge
  • Work readiness
Deliverable(s):
Written report [max of 2000 words]
Individual Assessment
On successful completion you will be able to:
  • Evaluate service marketing theories to solve services problems and communicate your solutions.

Skills development: Reflecting on services marketing

Assessment Type 1: Reflection task
Indicative Time on Task 2: 12 hours
Due: 09/11/2026
Weighting: 20%
Groupwork/Individual: Individual
Short extension 3: Yes
AI Approach: Open AI

The purpose of this assessment is for you to self-reflect, connect and apply theoretical knowledge across a range of services marketing topics, assisting you to synthesise key concepts in services marketing. You will engage in tutorial activities to showcase your understanding of services marketing theory in a reflection portfolio.
 
Skills in focus:
  • Critical thinking and problem solving
  • Work readiness
  • Discipline knowledge
Deliverable(s):
Written Portfolio [max 1500 words]
Individual assessment
On successful completion you will be able to:
  • Critique and explain the specific characteristics of service offerings and service markets.

1 If you need help with your assignment, please contact:

  • the academic teaching staff in your unit for guidance in understanding or completing this type of assessment
  • Academic Success for academic skills support.

2 Indicative time-on-task is an estimate of the time required for completion of the assessment task and is subject to individual variation.

3 An automatic short extension is available for some assessments. Apply through the Service Connect Portal.

Delivery and Resources

This unit is delivered in a combination of weekly lectures (pre-recorded), lectorials (on campus), and tutorials (on campus or zoom).

Students are expected to be active and engaged learners, contributing to lectorials, tutorial activities and discussions. Learning activities include individual and group tasks that are to be completed during private study and in the lectorials/tutorials.

Students need to read in advance of classes, complete preparatory work, be prepared to work in small groups and discuss the materials assigned.

Attendance and participation are important and attendance will be taken in class (whether online or on campus). Students are expected to arrive on time and not to leave until the class ends.

The lectorial/tutorial notes will be posted on iLearn at https://ilearn.mq.edu.au. This is also where required reading material will be listed.

Unit Schedule

Please see ilearn for details.

Policies and Procedures

Macquarie University policies and procedures are accessible from Policy Central (https://policies.mq.edu.au). Students should be aware of the following policies in particular with regard to Learning and Teaching:

Students seeking more policy resources can visit Student Policies (https://students.mq.edu.au/support/study/policies). It is your one-stop-shop for the key policies you need to know about throughout your undergraduate student journey.

To find other policies relating to Teaching and Learning, visit Policy Central (https://policies.mq.edu.au) and use the search tool.

Student Code of Conduct

Macquarie University students have a responsibility to be familiar with the Student Code of Conduct: https://students.mq.edu.au/admin/other-resources/student-conduct

Results

Results published on platform other than eStudent, (eg. iLearn, Coursera etc.) or released directly by your Unit Convenor, are not confirmed as they are subject to final approval by the University. Once approved, final results will be sent to your student email address and will be made available in eStudent. For more information visit connect.mq.edu.au or if you are a Global MBA student contact globalmba.support@mq.edu.au

Academic Integrity

At Macquarie, we believe academic integrity – honesty, respect, trust, responsibility, fairness and courage – is at the core of learning, teaching and research. We recognise that meeting the expectations required to complete your assessments can be challenging. So, we offer you a range of resources and services to help you reach your potential, including free online writing and maths support, academic skills development and wellbeing consultations.

Student Support

Macquarie University provides a range of support services for students. For details, visit http://students.mq.edu.au/support/

Academic Success

Academic Success provides resources to develop your English language proficiency, academic writing, and communication skills.

The Library provides online and face to face support to help you find and use relevant information resources. 

Student Services and Support

Macquarie University offers a range of Student Support Services including:

Student Enquiries

Got a question? Ask us via the Service Connect Portal, or contact Service Connect.

IT Help

For help with University computer systems and technology, visit https://students.mq.edu.au/support/technology/service-desk. 

When using the University's IT, you must adhere to the Acceptable Use of IT Resources Policy. The policy applies to all who connect to the MQ network including students.

Changes from Previous Offering

No major changes.

Unit information based on version 2026.03 of the Handbook