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MRKT19036 - Marketing of Service Products

General Information

Unit Synopsis

This course focuses on the difficulties of marketing service products compared to marketing goods. The theory based on the 7Ps of services marketing provides a solid foundation on which practical applications can be addressed. The importance of, and integration with, customer service, service recovery and relationship marketing are also addressed.

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 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).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 3 - 2014

Term 2 - 2017 Profile
Brisbane
Distance
Melbourne
Rockhampton
Sydney
Term 2 - 2018 Profile
Brisbane
Distance
Melbourne
Perth
Rockhampton
Sydney
Term 2 - 2019 Profile
Brisbane
Melbourne
Online
Perth
Rockhampton
Sydney
Term 2 - 2020 Profile
Brisbane
Melbourne
Online
Perth
Rockhampton
Sydney
Term 2 - 2021 Profile
Brisbane
Melbourne
Online
Sydney
Term 2 - 2022 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. Written Assessment 40%
3. Written Assessment 40%

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 - 2020 : The overall satisfaction for students in the last offering of this course was 4.8 (on a 5 point Likert scale), based on a 26.92% 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: Unit evaluation
Feedback
Some students were receptive to the provision of additional assessment guidance and support.
Recommendation
Continue providing students with assessment guideline documents for both the second and third assessments. Marking rubrics, mark sheets and exemplars to be made available through the unit Moodle site to assist further with marking feedback.
Action Taken
More detailed guidelines along with marking rubrics were provided through Moodle. Supports were provided through in-class discussion and email communication.
Source: Student feedback
Feedback
Some students would like to see additional case studies, YouTube videos and journal readings added to the Moodle site as these would be beneficial when attempting the weekly learning activities.
Recommendation
Various journal readings, case studies, and YouTube videos to be added to the relevant weekly module on the Moodle site to further enhance learning.
Action Taken
Various cases and YouTube videos were were added in relation to assessment tasks that cover the weekly materials.
Source: Unit evaluation
Feedback
Some students found Assessment 1 (the online quiz) covered too many topics/chapters.
Recommendation
Offer multiple quizzes focusing only on specific weekly topics/chapters.
Action Taken
The online Quizzes comprise of 2 quizzes. These quizzes are covered in week 4 and week 8. Therefore, the recommendation has been implemented for this piece of assessment task.
Source: "Have Your Say" survey
Feedback
As per the survey feedback, students enjoyed the unit and learned a lot from this unit. They also liked the assessment tasks.
Recommendation
The recommendation is to continue the good teaching and learning practices and the current assessment tasks for this unit.
Action Taken
Nil.
Source: "Have Your Say" survey
Feedback
A requirement for additional resources was voiced.
Recommendation
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.
Action Taken
Nil.
Unit learning Outcomes

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

  1. Discuss the nature of service products, and be able to differentiate between goods and service products.
  2. Analyse the marketing of service products using a range of tools and techniques including the 7Ps.
  3. Identify issues from analysis and develop realistic solutions to the issues identified.
  4. Identify some of the major elements to consider in order to improve the marketing of service products.
  5. Discuss the roles of relationship marketing and customer service in adding value to the customer's perception of a service product.
  6. Discuss the role of service recovery as a means of customer retention.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4 5 6
1 - Online Quiz(zes)
2 - Written Assessment
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 6
1 - Communication
2 - Problem Solving
3 - Critical Thinking
4 - Information Literacy
7 - Cross Cultural Competence
8 - Ethical practice
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
2 - Written Assessment
3 - Written Assessment
1 - Online Quiz(zes)