Faculty of Business and Economics

Monash University

Postgraduate - Unit

This unit entry is for students who completed this unit in 2015 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield First semester 2015 (Off-campus)
Coordinator(s)Associate Professor Tracey Dagger


An in-depth analysis of the marketing techniques that apply to service organisations and industries including service design and delivery, customer service, service quality measurement and internal marketing.


The learning goals associated with this unit are to:

  1. gain an appreciation of the unique challenges inherent in marketing and managing services and developing and delivering quality services
  2. integrate the strategies, tools and approaches for addressing the unique challenges associated with the marketing of services
  3. apply a knowledge of service quality to an actual business context
  4. become a more successful and effective manager and consumer through the understanding of the design, delivery and communication of the service offer
  5. explain the inter-functional coordination necessary to deliver a quality service.


Within semester assessment: 50%
Examination: 50%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)


MBA5906 or MBA9006 or MKF5461 or MKX5461 or MKF5916 or MKX9160