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 3
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 - 2020

Term 2 - 2021 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 - 2019 : The overall satisfaction for students in the last offering of this course was 4.2 (on a 5 point Likert scale), based on a 36.62% 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
Positive comments on the unit delivery by the teaching staff, particularly in terms of their passion, helpfulness, and patience, as well as the design of the assessments and the moodle site.
Recommendation
The teaching staff should be encouraged to keep designing and utilising engaging, practical, and relevant learning resources and activities, as well as delivering the unit contents and student support in a passionate and empathetic manner.
Action Taken
Teaching staff used local examples of service marketing in action in addition to the resources available on Moodle. A guideline document was prepared to help students when undertaking the second assessment, mark sheets, and rubrics for the second and third assessments were placed on the unit Moodle site at the start of term. Four Zoom sessions were offered to DST and on-campus students focusing on the second and third assessments. These Zoom sessions were held in weeks 3, 6, 9 and 12. Each Zoom session was promoted in advance and was accessible through the unit Moodle site with the running time approximately 1.5 hours. All sessions were recorded for the benefit of those students who could not participate.
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
Nil.
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
Nil.
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
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
1 - Online Quiz(zes)
2 - Portfolio
3 - Written Assessment