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
Prerequisites: MRKT 11029 or MRKT11028
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 - 2021
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 "Have Your Say" survey
As per the survey feedback, students enjoyed the unit and learned a lot from this unit. They also liked the assessment tasks.
The recommendation is to continue the good teaching and learning practices and the current assessment tasks for this unit.
Feedback from "Have Your Say" survey
A requirement for additional resources was voiced.
It is recommended that in addition to text-book and Powerpoint presentations, journal articles, newspaper/magazine articles, blogs and YouTube videos may be provided to engage students. News and videos in relation to brands and real-life scenarios may be beneficial in this regard.
- 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 - Portfolio - 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 - Portfolio - 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 Australia
Melbourne Melbourne , Victoria , Australia
ISBN: 9781486002702
Binding: Paperback
Additional Textbook Information
Both paper and eBook versions can be purchased at the CQUni Bookshop here: http://bookshop.cqu.edu.au (search on the Unit code).
IT Resources
- CQUniversity Student Email
- Internet
- Unit Website (Moodle)
- Microsoft Office
All submissions for this unit must use the referencing style: American Psychological Association 7th Edition (APA 7th 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
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Distributing services through physical and electronic channels
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Events and Submissions/Topic
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Chapter 6
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Events and Submissions/Topic
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Events and Submissions/Topic
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Chapter 9
Events and Submissions/Topic
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Events and Submissions/Topic
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Events and Submissions/Topic
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Chapter 13
Events and Submissions/Topic
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Events and Submissions/Topic
1 Online Quiz(zes)
- 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.
- “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 (13 Aug 2021) 5:00 pm AEST
On completion of online quiz.
- You will be given 40 minutes ONLY for the quiz.
- The total score for the quiz is 20 marks (20 questions × 1 mark per question = 20 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 Technology Competence
2 Portfolio
- Summarise the findings of your chosen article in your own words;
- Introduce a real-world service provider and provide one specific recommendation on how this service provider could benefit from applying the findings of your chosen article.
Week 7 Friday (3 Sept 2021) 5:00 pm AEST
Week 9 Friday (17 Sept 2021)
- Writing style and referencing - 5 marks
- Summary of the article findings - 12.5 marks
- Introduction of the service provider and recommendation - 12.5 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
- Information Technology Competence
3 Written Assessment
- Title page;
- Executive summary;
- Table of contents;
- Introduction;
- Description of the service provider and its target market;
- Service performance analysis on two of the 7Ps;
- Recommendations;
- Reference list.
Week 12 Friday (8 Oct 2021) 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 (05-Nov-2021).
- Report structure, writing style, and referencing - 5 marks
- Description of the service provider and its target market - 15 marks
- Service performance analysis on two 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
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?
