MKW3301 Services marketing
Faculty of Business and Economics
MKW3301 Services marketing is a level 3, 6-credit-point, undergraduate unit from the Faculty of Business and Economics, offered in 2026 in Semester 1 and Semester 2 at Malaysia. It needs MKW2460.
- Credit points
- 6
- Offered in 2026
- Semester 1, Semester 2
- Malaysia
- Assessment
- No exam
- 3 tasks
- Workload
- 144 hours
- per semester
This is the 2026 handbook entry. See the 2027 entry.
Reviews
No reviews yetNo reviews yet. Be the first to review MKW3301.
Requisites
Before MKW3301
Prerequisites
Pass these before you enrol.
Prohibitions
You can't enrol if you have passed any of these.
After MKW3301
No unit lists MKW3301 as a prerequisite in the 2026 handbook.
Equivalent units
The same content under another code. Only one of them counts.
Overview
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.
Offerings in 2026
| Teaching period | Campus | Mode |
|---|---|---|
| First semester | Malaysia | On campus |
| Second semester | Malaysia | On campus |
Assessment
- Portfolio40%
- Artefact30%
- Written30%
Assessment details may change. Please refer to the assessment information in Moodle closer to the start of the teaching period.
Learning outcomes
When you finish this unit, you should be able to:
- 1
communicate the relevance of services marketing for business and society
- 2
appraise the implications of different theories or frameworks of services marketing on a particular service offering
- 3
develop marketing mix for a service offering in diverse cultures and business practices.
Workload and teaching
- Tutorials24 hours
- Teaching approachProblem-based learning
- Teaching approachActive learning
- Teaching approachCase-based teaching
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. You are expected to complete all pre-class activities prior to your scheduled class, and post-class activities should be completed after your scheduled class. Learning activities may include a combination of teacher directed, peer directed and online engagement activities.
This unit includes problem-based learning approaches, where you engage in research, integrate theory and practice and apply knowledge and skills to develop viable solutions in response to a problem or set of problems.
This unit engages you in actively applying your knowledge, skills and attributes in interactive, collaborative and reflective activities.
This unit includes case-based teaching, where you apply your knowledge and engage in analytical and reflective thinking to solve complex contextual scenarios. Activities are often designed so that there is not one clear answer, but you need to work together to examine, analyse and make decisions to resolve the situation.
Where it fits
MKW3301 is part of 2 areas of study in the 2026 handbook.
Contacts
- Chief Examiners
- Dr Lim Yee Wen
- Dr Juliana French
Common questions
What are the prerequisites for MKW3301?
You need MKW2460 before you enrol.
When is MKW3301 offered?
In 2026, MKW3301 runs in Semester 1 and Semester 2 at Malaysia.
How much work is MKW3301?
The handbook expects about 144 hours of study across the semester. No students have rated its difficulty yet.
Does MKW3301 have an exam?
No. MKW3301 has 3 assessment tasks and no exam.
Which majors and minors include MKW3301?
MKW3301 is part of Strategic marketing.