Overview
In the current service-driven economy, organisations are increasingly utilising market insights and intelligence to improve service quality. Innovative service strategies are also being developed to enhance customer acquisition and retention. This unit will enable you to examine service products, service consumption, and service positioning. In this unit you will analyse various theories based on the 7Ps of services marketing which provide foundation for practical applications in different service contexts. You will also examine the challenges and opportunities in services marketing, including managing customer relationships.
Details
Pre-requisites or Co-requisites
Prerequisite: MRKT 11029 or MRKT 11028
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).
Offerings For Term 2 - 2017
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).
Recommended Student Time Commitment
Each 6-credit Undergraduate 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.
Class Timetable
Assessment Overview
Assessment Grading
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.
All University policies are available on the CQUniversity Policy site.
You may wish to view these policies:
- Grades and Results Policy
- Assessment Policy and Procedure (Higher Education Coursework)
- Review of Grade Procedure
- Student Academic Integrity Policy and Procedure
- Monitoring Academic Progress (MAP) Policy and Procedure – Domestic Students
- Monitoring Academic Progress (MAP) Policy and Procedure – International Students
- Student Refund and Credit Balance Policy and Procedure
- Student Feedback – Compliments and Complaints Policy and Procedure
- Information and Communications Technology Acceptable Use Policy and Procedure
This list is not an exhaustive list of all University policies. The full list of University policies are available on the CQUniversity Policy site.
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.
Feedback from Student feedback
Teaching resources
The teaching staff for future offerings of this unit should try to enhance the clarity and extent of details in delivering key contents of the lectures.
- Examine the critical differences between goods and service products, as well as the nature of service consumption and service positioning.
- Analyse the marketing of service products using a range of tools and techniques including the 7Ps.
- Identify the major elements that improve the marketing of service products.
- Examine the roles of relationship marketing and customer service in adding perceived value to service products.
- Critically evaluate the roles of service quality and service recovery in gaining and retaining customers.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Online Quiz(zes) - 20% | |||||
| 2 - Presentation - 30% | |||||
| 3 - Written Assessment - 50% | |||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Communication | |||||
| 2 - Problem Solving | |||||
| 3 - Critical Thinking | |||||
| 4 - Information Literacy | |||||
| 5 - Team Work | |||||
| 6 - Information Technology Competence | |||||
| 7 - Cross Cultural Competence | |||||
| 8 - Ethical practice | |||||
| 9 - Social Innovation | |||||
| 10 - Aboriginal and Torres Strait Islander Cultures | |||||
Alignment of Assessment Tasks to Graduate Attributes
| Assessment Tasks | Graduate Attributes | |||||||||
|---|---|---|---|---|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | |
| 1 - Online Quiz(zes) - 20% | ||||||||||
| 2 - Presentation - 30% | ||||||||||
| 3 - Written Assessment - 50% | ||||||||||
Textbooks
Services Marketing: An Asia-Pacific and Australian Perspective
Edition: 6th (2015)
Authors: Lovelock, C. H., Patterson, P., & Wirtz, J.
Pearson
Melbourne Melbourne , Victoria , Australia
ISBN: 9781486002702
Binding: Paperback
Additional Textbook Information
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
All submissions for this unit must use the referencing style: American Psychological Association 6th Edition (APA 6th edition)
For further information, see the Assessment Tasks.
e.li@cqu.edu.au
Module/Topic
Marketing in the service economy & Customer behaviour, culture and service encounters
Chapter
Chapters 1 & 2
Events and Submissions/Topic
Module/Topic
Positioning services in competitive markets
Chapter
Chapter 3
Events and Submissions/Topic
Module/Topic
Developing service products: core and supplementary service elements
Chapter
Chapter 4
Events and Submissions/Topic
Module/Topic
Distributing services through physical and electronic channels
Chapter
Chapter 5
Events and Submissions/Topic
Online Quiz Open Monday (31 Jul 17) 09:00 AM AEST
Module/Topic
Understanding costs and developing pricing strategy
Chapter
Chapter 6
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Balancing productive capacity and demand
Chapter
Chapter 7
Events and Submissions/Topic
Module/Topic
Integrated services marketing communications
Chapter
Chapter 8
Events and Submissions/Topic
Module/Topic
Managing people for service advantage
Chapter
Chapter 9
Events and Submissions/Topic
Module/Topic
Crafting the service environment
Chapter
Chapter 10
Events and Submissions/Topic
Module/Topic
Managing the customer service function & Customer satisfaction and service quality
Chapter
Chapters 11 & 12
Events and Submissions/Topic
Module/Topic
Managing relationships and building loyalty
Chapter
Chapter 13
Events and Submissions/Topic
Module/Topic
Handling customer complaints and managing service recovery
Chapter
Chapter 14
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
Module/Topic
Chapter
Events and Submissions/Topic
1 Online Quiz(zes)
Due date: Online quiz starts at 9am AEST Monday Week 4 and closes at 5pm AEST Friday Week 5 in Moodle
Weighting: 20%
Time: 30 minutes
Details
The online quiz ensures that students engage the conceptual material in the following chapters of the textbook: 1, 2, 3, 4, 5. The quiz includes 20 questions and has a time limit of 30 minutes.
Please see below for important advice regarding the quiz.
- The quiz can only be taken once so do not open the quiz until you are ready to complete the entire quiz.
- Responsibility for access, ISP, browsers, connection and the computer you use (irrespective of who owns it) remains with the student. Failure of equipment is not grounds for special consideration, extension of quiz or special arrangements. Use of computers/computer labs on university campuses does not absolve students of their responsibility for having reliable and continued access to the worldwide web.
- Refer system access problems (e.g. Moodle login or password issues) to the Technology and Services Assistance Centre at tasac@cqu.edu.au as early as possible.
- “My computer has frozen up during the online quiz – what do I do?” The first thing to do is “don’t panic”! Contact the Unit Coordinator immediately for assistance identifying the nature of the problem, your full name, student number and campus. Any omissions of this required information may delay a response.
- If a student requests a reset of the quiz and the Unit Coordinator agrees to that request, but subsequently the student does not complete the quiz within the deadline, it will be deemed that the quiz has not been completed and a score of zero will apply. Note that the determination of whether the online quiz result was affected by technical difficulties will be solely the prerogative of the Unit Coordinator. Simply doing poorly in the quiz and then asking for a reset will not be considered.
1
Other
Week 5 Friday (11 Aug 2017) 5:00 pm AEST
On completion of online quiz.
- Examine the critical differences between goods and service products, as well as the nature of service consumption and service positioning.
- Analyse the marketing of service products using a range of tools and techniques including the 7Ps.
- Identify the major elements that improve the marketing of service products.
- Problem Solving
- Critical Thinking
- Information Technology Competence
- Ethical practice
2 Presentation
Due date: 5pm AEST Friday Week 7
Weighting: 30%
Length: a) 5 PowerPoint slides; b) 3 minutes maximum for the presentation
Details
Imagine that you are applying for a senior consultant position at a large marketing research firm. As part of your job interview, you are required to give a brief presentation on an important service marketing theory.
First, please identify a service marketing theory you have learned from this unit so far. Please briefly explain this theory by using your own words.
Secondly, please find a real-world service provider, and introduce its background and main service products in 2017.
Lastly, please apply the service marketing theory to this service provider. That is, you will provide recommendations on how the provider could benefit from applying the theory.
This presentation should be made within 3 minutes and through 5 PowerPoint slides. The slides should follow the subsequent structure:
- Student information and presentation title;
- Explanation of a service marketing theory;
- Introduction of a service provider;
- Recommendations for the provider;
- Reference list.
You will also prepare a script (i.e., a Word document) in which you will write out or at least outline what you intend to say in your presentation.
Please pay attention to the following details on presentation and submission methods:
- On-campus students will deliver their presentation in class, and submit their PowerPoint file and script on Moodle.
- Distance education students will record their presentation through PowerPoint's "Record Slide Show” function, and submit their PowerPoint file (with recording) and script on Moodle.
For all students, the Moodle submission of PowerPoint file and script will be due at 5pm AEST Friday Week 7. However, on-campus students may present in class prior to, during, or after Week 7, depending on their local lecturer/tutor's scheduling.
Week 7 Friday (1 Sept 2017) 5:00 pm AEST
Week 10 Friday (22 Sept 2017)
- PowerPoint design - 5 marks
- Presentation clarity - 3 marks
- Explanation of a service marketing theory - 5 marks
- Introduction of a service provider - 5 marks
- Recommendations for the provider - 10 marks
- Referencing - 2 marks
- Total - 30 marks
- Examine the critical differences between goods and service products, as well as the nature of service consumption and service positioning.
- Analyse the marketing of service products using a range of tools and techniques including the 7Ps.
- Identify the major elements that improve the marketing of service products.
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Team Work
- Information Technology Competence
- Cross Cultural Competence
- Ethical practice
3 Written Assessment
Due date: 5pm AEST Friday Week 12
Weighting: 50%
Length: 1500 words maximum
Details
Your task in this assessment is to present a business report to the owner/manager of a service that you visited to give feedback on the service standard that is provided to the target market.
A. Your first step is to decide on the service provider where you have consumed a service product. You are to choose one experience that you have had in 2017 as a consumer of a service to analyse for this assessment task.
B. Secondly, you are to determine the target market of that service provider. Determine the characteristics of that target market and their wants and needs in terms of the service you are examining. Remember that you are part of that target market. What criteria would you use for segmentation, for example age, gender, income, occupation, psychographics, family life cycle or other criteria?
C. Thirdly, you are to critically examine how well the service operation uses three of the 7Ps of marketing for its local target market. One of the Ps must relate to People.
D. Lastly, you are to make two recommendations for the service you are examining. The first should be focused on how one of the 7Ps can be improved, and the second should be about the most possible service failure that could occur to the service provider, and a creative service recovery strategy to address the failure.
Your argument and analysis in this report requires theoretical support from a minimum of 10 journal article references.
Your report should follow the subsequent structure:
- title page;
- executive summary;
- table of contents;
- introduction;
- service provider description;
- target market analysis;
- service performance analysis on three of the 7Ps;
- recommendations;
- conclusion;
- reference list.
Week 12 Friday (6 Oct 2017) 5:00 pm AEST
As this unit has no exam, the formal results for this last piece of assessment can only be released to students on the Certification of Grades date (03-Nov-2017).
- Report structure, writing style, and referencing - 5 marks
- Service provider description - 5 marks
- Target market analysis - 10 marks
- Service performance analysis on three of the 7Ps - 15 marks
- Recommendations - 15 marks
- Total - 50 marks
- Examine the critical differences between goods and service products, as well as the nature of service consumption and service positioning.
- Analyse the marketing of service products using a range of tools and techniques including the 7Ps.
- Identify the major elements that improve the marketing of service products.
- Examine the roles of relationship marketing and customer service in adding perceived value to service products.
- Critically evaluate the roles of service quality and service recovery in gaining and retaining customers.
- Communication
- Problem Solving
- Critical Thinking
- Information Literacy
- Information Technology Competence
- Ethical practice
As a CQUniversity student you are expected to act honestly in all aspects of your academic work.
Any assessable work undertaken or submitted for review or assessment must be your own work. Assessable work is any type of work you do to meet the assessment requirements in the unit, including draft work submitted for review and feedback and final work to be assessed.
When you use the ideas, words or data of others in your assessment, you must thoroughly and clearly acknowledge the source of this information by using the correct referencing style for your unit. Using others’ work without proper acknowledgement may be considered a form of intellectual dishonesty.
Participating honestly, respectfully, responsibly, and fairly in your university study ensures the CQUniversity qualification you earn will be valued as a true indication of your individual academic achievement and will continue to receive the respect and recognition it deserves.
As a student, you are responsible for reading and following CQUniversity’s policies, including the Student Academic Integrity Policy and Procedure. This policy sets out CQUniversity’s expectations of you to act with integrity, examples of academic integrity breaches to avoid, the processes used to address alleged breaches of academic integrity, and potential penalties.
What is a breach of academic integrity?
A breach of academic integrity includes but is not limited to plagiarism, self-plagiarism, collusion, cheating, contract cheating, and academic misconduct. The Student Academic Integrity Policy and Procedure defines what these terms mean and gives examples.
Why is academic integrity important?
A breach of academic integrity may result in one or more penalties, including suspension or even expulsion from the University. It can also have negative implications for student visas and future enrolment at CQUniversity or elsewhere. Students who engage in contract cheating also risk being blackmailed by contract cheating services.
Where can I get assistance?
For academic advice and guidance, the Academic Learning Centre (ALC) can support you in becoming confident in completing assessments with integrity and of high standard.
What can you do to act with integrity?
