Overview
Most countries now have economies in which service products represent over 50% of GDP. This unit focuses on the difficulties of marketing service products in modern service economies, and the marketing and management implications. A solid foundation of theory is laid on which practical applications can be addressed. The focus of this couse is on the 7Ps of services marketing as applied to businesses. The unit also specifically covers the integration of marketing, management and customer relations in competitive markets. If you have successfully completed the unit MRKT20026 you should not enrol in this unit.
Details
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).
Offerings For Term 1 - 2020
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 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.
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
Assessment redesign, including Australian business case, was voiced.
For T1-2020, a new "edit unit proposal" needs to be initiated to make necessary changes for the committee's approval.
- Critically analyse the nature of service industries and be able to differentiate between goods and services and their marketing
- Identify and apply the major factors presented in the literature that improve the marketing of services
- Critically analyse the marketing situations of services using a number of the main analytical tools in the literature
- Identify and critically discuss the role of customer service in the marketing of services
- Analyse the role of each of the 7Ps of service marketing and identify ways to improve these for a service.
Alignment of Assessment Tasks to Learning Outcomes
| Assessment Tasks | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Presentation - 20% | |||||
| 2 - Written Assessment - 40% | |||||
| 3 - Written Assessment - 40% | |||||
Alignment of Graduate Attributes to Learning Outcomes
| Graduate Attributes | Learning Outcomes | ||||
|---|---|---|---|---|---|
| 1 | 2 | 3 | 4 | 5 | |
| 1 - Knowledge | |||||
| 2 - Communication | |||||
| 3 - Cognitive, technical and creative skills | |||||
| 4 - Research | |||||
| 5 - Self-management | |||||
| 6 - Ethical and Professional Responsibility | |||||
| 7 - Leadership | |||||
| 8 - First Nations Knowledges | |||||
| 9 - 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 | |
| 1 - Presentation - 20% | |||||||||
| 2 - Written Assessment - 40% | |||||||||
| 3 - Written Assessment - 40% | |||||||||
Textbooks
Services Marketing: An Asia-Pacific and Australian Perspective
- Edition: Sixth (2014)
- Authors: Lovelock, Patterson & Wirtz
- Pearson Australia
- ISBN: 9781486002702
- Binding: Other
Additional Textbook Information
The CQUniversity library has access to an e-book. This e-book is available on a four-user licence which means that only four people can access it at any one time. If you are turned away, please try again later. For access to this e-book, please click here: https://ebookcentral.proquest.com/lib/cqu/detail.action?docID=5220610
However, if you prefer your own copy, they are available for purchase at the CQUni Bookshop here: http://bookshop.cqu.edu.au (search on the Unit code)
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.
n.nabi@cqu.edu.au
Week 1
Begin Date: 09 Mar 2020Module/Topic
Marketing in the service economy
Chapter
Chapter 1
Events and Submissions/Topic
Key learning objectives:
- Explaining service's contribution to economy
- Explaining service's contribution in value creation
- Appreciating marketing mix elements for services
Overviews of the unit profile, assessments, and Moodle mapping
Case study
Week 2
Begin Date: 16 Mar 2020Module/Topic
Customer behaviour, culture and service encounters
Chapter
Chapter 2
Events and Submissions/Topic
Key learning objectives:
- Explaining how culture influence service consumption and consumer behaviour
- Explaining why customer satisfaction in services marketing is important
- Appreciating behavioral models and theories in services marketing
Interactive discussion, overview and mapping the resources for the assessment task 1.
Case study
Week 3
Begin Date: 23 Mar 2020Module/Topic
Positioning services in competitive markets
Chapter
Chapter 3
Events and Submissions/Topic
Key learning objectives:
- Identifying positioning strategies for competitive advantages
- Appreciating positioning maps and competitive dynamics
Interactive discussion: assessment task 1
Case study
Week 4
Begin Date: 30 Mar 2020Module/Topic
Developing service products
Chapter
Chapter 4
Events and Submissions/Topic
Key learning objectives:
- Identifying service product strategies
- Explaining principles of service redesign
- Appreciating service branding strategies
Interactive discussion: assessment task 1
Case study
A service product concept Due: Week 4 Friday (3 Apr 2020) 5:00 pm AEST
Week 5
Begin Date: 06 Apr 2020Module/Topic
Distributing services through physical and digital channels
Chapter
Chapter 5
Events and Submissions/Topic
Key learning objectives:
- Identifying determinants of channel preferences
- Explaining issues of delivering services through digital channels
- Appreciating the blueprint of service channel design decision
Interactive discussion, overview and mapping the resources for the assessment task 2.
Case study
Vacation Week
Begin Date: 13 Apr 2020Module/Topic
Vacation
Chapter
Vacation
Events and Submissions/Topic
Vacation
Week 6
Begin Date: 20 Apr 2020Module/Topic
Understanding costs and developing pricing strategy
Chapter
Chapter 6
Events and Submissions/Topic
Key learning objectives:
- Explaining pricing foundations, principles, and strategies
- Appreciating revenue management strategies for service firms
Interactive discussion: assessment task 2
Case study
Week 7
Begin Date: 27 Apr 2020Module/Topic
Integrated services marketing communication
Chapter
Chapter 8
Events and Submissions/Topic
Key learning objectives:
- Articulate IMCs for a strong brand equity
- Appreciating 5Ws for IMCs planning
Interactive discussion: assessment task 2
Case study
A service marketing case Due: Week 7 Friday (1 May 2020) 5:00 pm AEST
Week 8
Begin Date: 04 May 2020Module/Topic
Managing people for service advantage
Chapter
Chapter 9
Events and Submissions/Topic
Key learning objectives:
- Understanding service profit chain framework
- Appreciating front-line employees and managing them
Interactive discussion, overview and mapping the resources for the assessment task 3.
Case study
Week 9
Begin Date: 11 May 2020Module/Topic
Crafting the service environment
Chapter
Chapter 10
Events and Submissions/Topic
Key learning objectives:
- Understanding the purposes of servicescape
- Appreciating the theories of environmental psychology in servicescape design for both employees and consumers
Interactive discussion: assessment task 3.
Case study
Week 10
Begin Date: 18 May 2020Module/Topic
Managing customer satisfaction and service quality
Chapter
Chapter 12
Events and Submissions/Topic
Key learning objectives:
- Understanding the process relationships between service value, service quality, satisfaction and loyalty
- Appreciating the theories and determinants of satisfaction and loyalty models
- Explaining how to measure and monitor customer satisfaction and service quality
Interactive discussion: assessment task 3.
Case study
Week 11
Begin Date: 25 May 2020Module/Topic
Managing relationships and building loyalty
Chapter
Chapter 13
Events and Submissions/Topic
Key learning objectives:
- Understanding the importance and economics of customer retention
- Outlining foundations and strategies to develop, manage and retain customer relationships
Interactive discussion: assessment task 3.
Case study
Week 12
Begin Date: 01 Jun 2020Module/Topic
Handling customer complains and managing service recovery
Chapter
Chapter 14
Events and Submissions/Topic
Key learning objectives:
- Explaining the factors influencing complaint behaviours
- Formulating service recovery strategies
Interactive discussion, closing the unit and concluding remarks.
A service brand equity framework Due: Week 12 Friday (5 June 2020) 5:00 pm AEST
1 Presentation
You have been assigned to develop a new 'service product concept' for a reputed service providing company. You will consider consumers' recent feedback and map those to understand and outline expected consumer values for the 'service product concept'. The poster should explain how you have developed the 'service product concept', what value propositions you are offering to your target market, and explain why the 'service product concept' has a potential in the market.
Your poster presentation should include the following key features.
- Explanation: Identify the key facts about the company/industry and consumers' online reviews/feedback.
- Demonstration: Provide the detailed search process you have conducted to find an innovative 'service product concept'.
- Identification: Analyse consumers' reviews and identify the critical value propositions.
- Justification: Explain why the 'service product concept' is innovative and attractive to the market.
- Presentation: Present the poster with greater clarity including expression, style and format, citations and references (max. 3).
Please find below some notes for this task.
- Consider Web sources, including 'product reviews', 'google reviews' etc. to search consumers' reviews of a company/brand you would like to work with. The mapped and designed 'service product concept' should be presented as a poster on a A3 size paper.
- You also need to study various secondary sources, including annual reports, trade journals, published research studies, company Website, reviews, company press releases and News, advertisements and the like to identify an authentic 'service product concept' for the company of your interest.
- For distance/flex students: you have to prepare the poster in PDF format and upload it via a specified Moodle link by week 4.
- Metro-campus students: you have to present the poster in class or at a common place by week 4. Your campus lecturer will organize a poster presentation event. However, you also need to upload the PDF version of the poster by week 4.
- As per the policy, a late submission of an assessment task will attract a 5% deduction of available marks for each day after the due date.
- If you need to submit an assessment extension request, you can only apply through the unit Moodle site at least 24 hours before the deadline ends.
- Please consult your lecturer and tutor to develop this assessment task.
Week 4 Friday (3 Apr 2020) 5:00 pm AEST
Upload the A3-size PDF poster via a specified Moodle link.
Week 6 Friday (24 Apr 2020)
For distance/flex students: you will receive feedback from your coordinator. For metro-campus students: you will receive oral and one-on-one feedback from your campus lecturer.
- Explanation (4 marks)
- Demonstration (4 marks)
- Identification (4 marks)
- Justification (4 marks)
- Presentation (4 marks)
- Critically analyse the nature of service industries and be able to differentiate between goods and services and their marketing
- Critically analyse the marketing situations of services using a number of the main analytical tools in the literature
- Identify and critically discuss the role of customer service in the marketing of services
- Knowledge
- Communication
- Cognitive, technical and creative skills
- Research
2 Written Assessment
Choose a reputed 'service providing company' of your preference. It is suggested that you choose the same company you had worked for assessment task 1. In this assessment task, you will develop a services marketing case on how culture shaped the service providing company's marketing mix elements.
Your case should include the following key features.
- Background: Provide some key facts about the company/industry and its current sales, market share and/or growth potential. Provide citations, where applicable.
- Culture's effect on service operation: Identify and discuss some key issues of cultural challenges that the company had faced earlier and their effects on company's service offering and marketing mix (4P) elements. Provide citations, where applicable.
- Strategies implemented to overcome the challenges: Identify the 4P strategies that the service providing company had implemented to overcome the cultural challenges. Explain with relevant theories you have studied in this unit.
- Lessons learnt: Reflect and explain what you and/or other relevant company in the same industry can learn from this case. Make specific suggestions with some bullet-points.
- Present the report in a professional manner, including expression, grammar and sentence, style, format, title page, table of contents, citations and references etc. Provide at least 10 references, including relevant journal articles, books, and authentic Web sources.
Please find below some notes for this task.
- Consider relevant cases, textbook(s), published research papers, behavioural theories, informative YouTube videos, authentic Web sources, reviews and the like. You can also find supplementary information in various secondary sources, including annual reports, trade journals, Websites, press releases, advertisements and News.
- The Turnitin matching rate must not exceed 20%.
- The total word limit for this assessment task is 3000 words (max.).
- As per the policy, a late submission of an assessment task will attract a 5% deduction of available marks for each day after the due date.
- If you need to submit an assessment extension request, you can only apply through the unit Moodle site at least 24 hours before the deadline ends.
- Please consult your lecturer and tutor to develop this assessment task. The selection and presentation of resources from Wikipedia, NetMBA, MarketingTeacher, tutor2u, assessment hire and other third party sources will be assessed negatively.
Week 7 Friday (1 May 2020) 5:00 pm AEST
Submissions must be authentic. Uploaded in MRKT20054 only. Conform to the assessment policy.
Week 9 Friday (15 May 2020)
All submission are returned via feedback studio in Moodle (click on the "pencil" icon located beside your marks).
- Background (8 marks)
- Culture's effect on service operation (9 marks)
- Strategies implemented to overcome the challenges (9 marks)
- Lessons learnt (9 marks)
- Report presentation (5 marks)
- Identify and apply the major factors presented in the literature that improve the marketing of services
- Knowledge
- Cognitive, technical and creative skills
3 Written Assessment
For this assessment task, it is suggested that you select the same company you had chosen for both assessment tasks 1 and 2. As a brand equity manager to a reputed service company/brand, you have been requested to prepare a report suggesting how to enhance brand equity.
Your report should include the following key features.
- Identification: Identify the most important factors that affect service brand equity.
- Explanation: Provide reflections from literature and in the context of your company/brand and explain how the identified factors would help achieving the brand equity.
- Formulation: Formulate context specific and realistic strategies for enhancing brand equity for each of the identified factors that are clustered under the 7Ps of services marketing mix elements.
- Presentation: Present the report in a professional manner, including expression, grammar and sentence, style, format, title page, table of contents, citations and references etc. Provide at least 10 references, including relevant journal articles, books, and authentic Web sources.
Please find below some notes for this task.
- Consider relevant cases, textbook(s), published research papers, brand equity and behavioural theories, informative YouTube videos, authentic Web sources, reviews and the like. You can also get supplementary information from various secondary sources, including annual reports, trade journals, Websites, press releases, advertisements and News.
- The Turnitin matching rate must not exceed 20%.
- The total word limit for this assessment task is 4000 words (max.).
- As per the policy, a late submission of an assessment task will attract a 5% deduction of available marks for each day after the due date.
- If you need to submit an assessment extension request, you can only apply through the unit Moodle site at least 24 hours before the deadline ends.
- Please consult your lecturer and tutor to develop this assessment task. The selection and presentation of resources from Wikipedia, NetMBA, MarketingTeacher, tutor2u, assessment hire and other third party sources will be assessed negatively.
Week 12 Friday (5 June 2020) 5:00 pm AEST
Submissions must be authentic. Uploaded in MRKT20054 only. Conform to the assessment policy.
Exam Week Friday (19 June 2020)
In line with the university's assessment policy, the graded submission and assessment feedback is not released until certification of grades.
- Identification (8 marks)
- Explanation (12 marks)
- Formulation (12 marks)
- Presentation (8 marks)
- Analyse the role of each of the 7Ps of service marketing and identify ways to improve these for a service.
- Knowledge
- Cognitive, technical and creative skills
- Research
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?
