MRKT20054 - Service Industry Marketing In the Digital World

General Information

Unit Synopsis

Most countries now have economies in which service products represent over 50% of GDP, and are experiencing digital revolutions in the marketing of service products. In this unit, you will focus on the challenges of marketing service products and the corresponding managerial implications in the modern digital world. You will gain a solid understanding of service marketing theories to guide your practical applications in this exciting area of marketing. The focus of this unit is on the 7Ps of service marketing as applied to businesses in the digital era. The unit also specifically covers the integration of marketing, management, and customer relations in competitive digital environments and markets.

Details

Level Postgraduate
Unit Level 9
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Pre-requisite: MRKT20052 Marketing Management and Digital Communications.

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 2 - 2025

Term 1 - 2026 Profile
Brisbane
Melbourne
Online
Sydney

Attendance Requirements

All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Assessment Overview

Recommended Student Time Commitment

Each 6-credit Postgraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Assessment Tasks

Assessment Task Weighting
1. Presentation 20%
2. Written Assessment 40%
3. Written Assessment 40%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%).

Consult the University's Grades and Results Policy for more details of interim results and final grades

Past Exams

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Previous Feedback

Term 1 - 2025 : The overall satisfaction for students in the last offering of this course was 80.00% (`Agree` and `Strongly Agree` responses), based on a 14.29% response rate.

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Source: Student feedback
Feedback
I appreciate teachers' dedication and passion. They put in a tremendous amount of effort to send weekly content emails and always respond quickly to questions, even outside of working hours.
Recommendation
Continue to value and support the dedication and passion of teachers. Maintain the current level of engagement and enthusiasm in lectures.
Action Taken
Weekly content emails were consistently provided throughout the term to ensure students remained informed and supported. In addition to regular communication, prompt responses to student queries were maintained, including support outside standard working hours. This commitment to high engagement and personalised support contributed to sustained positive student feedback.
Source: Unit evaluation
Feedback
The feedback provided on assignments was helpful but sometimes lacked specific details on how to improve.
Recommendation
Enhance the feedback on assignments by providing specific, actionable suggestions for improvement. Include targeted comments that highlight both strengths and areas needing development, ensuring students clearly understand how to apply the feedback to improve future work.
Action Taken
Provide more detailed, constructive feedback on assessments. This included offering clear explanations of assessment criteria, identifying individual strengths, and providing specific suggestions for improvement. Additionally, students were encouraged to seek clarification through follow-up discussions in workshops or individual consultations to further support their learning
Source: Self reflection
Feedback
It would be helpful to have more examples or practical applications to relate the theory to real-world scenarios.
Recommendation
Incorporate more real-life examples and case studies into lectures and workshops to help students better understand and apply theoretical concepts.
Action Taken
Additional real-world case studies, particularly industry examples of AI applications in services marketing, and relevant video materials were incorporated into weekly lectures and workshop activities. These resources were carefully selected to align with key theoretical concepts and to foster student discussion and critical thinking.
Source: Self-reflection
Feedback
Additional relevant video resources on the Moodle site can further support student learning.
Recommendation
Additional relevant and up-to-date videos should be added to the Moodle site to support student learning, reinforce key concepts, and provide contemporary industry examples that enhance engagement and understanding.
Action Taken
In Progress
Source: Student feedback
Feedback
Students appreciated the teaching team's communication, extra support, and overall approachability.
Recommendation
It is recommended that these practices be maintained, as they contribute to student engagement and retention. The unit coordinator demonstrated significant commitment to student support, including offering an increased number of one-on-one Zoom sessions and weekly contact with students to maintain motivation throughout the term.
Action Taken
In Progress
Unit learning Outcomes

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

  1. Critically analyse the nature of service industries and be able to differentiate between goods and services and their marketing in the digital world
  2. Identify and apply the major factors presented in the literature that improve the digital marketing of services
  3. Critically analyse the marketing situations of services using a number of the main analytical tools for the digital age
  4. Analyse and critically discuss the role of customer service and each of the 7Ps in order to improve service industry marketing in the digital world.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4
1 - Presentation • •
2 - Written Assessment • • •
3 - Written Assessment • • •
Alignment of Graduate Attributes to Learning Outcomes
• Professional Level
• Advanced Level
Graduate Attributes Learning Outcomes
1 2 3 4
1 - Knowledge • • • •
2 - Communication • •
3 - Cognitive, technical and creative skills • • • •
4 - Research • • • •
Alignment of Assessment Tasks to Graduate Attributes
• Professional Level
• Advanced Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8