In this unit we examine the marketing of services and experiences. The various activities in the services marketing mix are investigated with particular reference to product development, pricing, promotion, place decisions, process design, people, performance and physical evidence. In addition, the role and importance of the service sector within the context of the Australian economy is examined.

Unit details

City Campus
Online Real Time
Study level:
Credit points:
Unit code:


BHO1171 - Introduction to Marketing

Learning Outcomes

On successful completion of this unit, students will be able to:
  1. Critique the unique challenges involved in marketing and managing services and experiences;  
  2. Identify and examine the various components of the services marketing mix;  
  3. Distinguish the key issues required when managing customer satisfaction and service quality;  
  4. Articulate the participants' role as co-creators of experiences, satisfaction and recovery using various communication skills; and  


Melbourne campuses

Students studying under the VU Block Model.

Assessment type Description Grade
Test Online Test 20%
Presentation Pecha Kucha style presentation 20%
Report Service experience diary report 30%
Test Test 30%

Other locations

Assessment type Description Grade
Test Multiple-choice test 20%
Presentation Pecha Kucha style presentation 20%
Report Service experience diary and report 20%
Examination Final Exam 40%

Required reading

Service marketing: An Asia-Pacific and Australian perspective (6th ed.).
Lovelock, C.H., Patterson, P.G. & Wirtz, J. (2015).
Frenchs Forest: Pearson Australia.

Where to next?

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