MRKT19036 - Marketing of Service Products

General Information

Unit Synopsis

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

Level Undergraduate
Unit Level 2
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
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).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 3 - 2023

Term 2 - 2024 Profile
Brisbane
Melbourne
Online
Sydney

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).

Assessment Overview

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.

Assessment Tasks

Assessment Task Weighting
1. Online Quiz(zes) 20%
2. Portfolio 30%
3. Written Assessment 50%

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

Past Exams

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Previous Feedback

Term 2 - 2023 : The overall satisfaction for students in the last offering of this course was 33.33% (`Agree` and `Strongly Agree` responses), based on a 7.32% response rate.

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.

Source: Student feedback.
Feedback
It is suggested that the assessment tile on moodle could have the full description of the assessments.
Recommendation
The teaching staff in the future offerings of this unit will be encouraged to provide the full description of all assessments under the assessment tile on moodle.
Action Taken
For all three assessments in the unit, a full description of the assessment task, instructions, and the marking criteria was provided in both the unit profile and under each assessment tile on Moodle.
Source: Student feedback.
Feedback
It is suggested that the workshop time could be better utilised to get through the weekly content and discussion.
Recommendation
The teaching staff in the future offerings of this unit will be encouraged to fully utilise all available workshops to carefully go through the weekly content as well as engage students with activities or discussions that benefit students' knowledge or skills.
Action Taken
A single weekly timetabled Zoom workshop was provided addressing learning activities and to discuss assessments. All weekly Zoom workshops were recorded and uploaded to the unit Moodle site within 24 hours.
Source: Unit evaluation
Feedback
Some students would like to see some refreshed and/or updated unit content, using more recent research/knowledge.
Recommendation
Unit Moodle site to be refreshed/updated to include newer services marketing case studies, YouTube videos, and journal articles.
Action Taken
Nil.
Source: Unit evaluation
Feedback
Some students were looking for greater clarity regarding unit requirements and assessment feedback.
Recommendation
Unit requirements and unit expectations, including assessment tasks, to be explicitly outlined in the UC welcome message at the beginning of term, and this information to also be reflected in the unit profile and on the Moodle site. All assessment submissions to receive clear and constructive assessment feedback from markers, with a marking rubric supplied to justify.
Action Taken
Nil.
Source: Student feedback
Feedback
Some students were receptive to the provision of clear and detailed assessment guidelines, marking rubrics, and mark sheets.
Recommendation
Provide students with additional assessment support for all three assessments in the form of clear, detailed assessment guidelines, marking rubrics, and mark sheets available through the unit Moodle site.
Action Taken
Nil.
Source: Student feedback
Feedback
Some students liked communicating with the unit coordinator through scheduled weekly Zoom workshops that address weekly learning activities and to spend time discussing assessments.
Recommendation
Offer at least one weekly timetabled Zoom workshop to address the weekly leaning activities and to discuss assessments. All Zoom sessions will be recorded and uploaded within 24 hours to the unit Moodle site for the benefit of students who cannot participate.
Action Taken
Nil.
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Examine the critical differences between goods and service products, as well as the nature of service consumption and service positioning
  2. Analyse the marketing of service products using a range of tools and techniques including the 7Ps
  3. Identify the major elements that improve the marketing of service products
  4. Examine the roles of relationship marketing and customer service in adding perceived value to service products
  5. 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)
2 - Portfolio
3 - Written Assessment
Alignment of Graduate Attributes to Learning Outcomes
Introductory Level
Intermediate Level
Graduate Level
Graduate Attributes Learning Outcomes
1 2 3 4 5
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
6 - Information Technology Competence
Alignment of Assessment Tasks to Graduate Attributes
Introductory Level
Intermediate Level
Graduate Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8 9 10
1 - Online Quiz(zes)
2 - Portfolio
3 - Written Assessment