MARKETNG 3504 - Services Marketing III

North Terrace Campus - Semester 2 - 2014

Theoretical foundations & practical application of marketing of services examined. Nature of services, marketing framework & marketing mix for services, service encounter, human factor & service quality. This course focuses on the key elements (culture, communications, strategy, operations, people and technology) that marketers must integrate to establish and sustain service excellence and provide customer value. While the course examines broad issues in managing service businesses and the service component of manufacturing firms, a core theme is a how customer value is created. Topics include nature of service products, consumer behaviour in service settings, service quality and satisfaction, developing service strategies, managing customer service, servicescape strategies, service recovery and service technologies.

  • General Course Information
    Course Details
    Course Code MARKETNG 3504
    Course Services Marketing III
    Coordinating Unit Business School
    Term Semester 2
    Level Undergraduate
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Prerequisites MARKETNG 2500 or MARKETNG 1001
    Course Description Theoretical foundations & practical application of marketing of services examined. Nature of services, marketing framework & marketing mix for services, service encounter, human factor & service quality. This course focuses on the key elements (culture, communications, strategy, operations, people and technology) that marketers must integrate to establish and sustain service excellence and provide customer value. While the course examines broad issues in managing service businesses and the service component of manufacturing firms, a core theme is a how customer value is created. Topics include nature of service products, consumer behaviour in service settings, service quality and satisfaction, developing service strategies, managing customer service, servicescape strategies, service recovery and service technologies.
    Course Staff

    Course Coordinator: Ms Kate Duryea

    Ms Catherine (Kate) Duryea
    catherine.duryea@adelaide.edu.au
    Course Timetable

    The full timetable of all activities for this course can be accessed from Course Planner.

    Lectures for this course in Semester 2, 2014 are 2-4pm on Fridays at Napier LG 29.
  • Learning Outcomes
    Course Learning Outcomes
    This course will help students:
    1. Understand and explain the nature and scope of services marketing;
    2. Develop a better appreciation of the necessary ingredients to create service excellence;
    3. Provide a theoretical and practical basis for assessing service performance;
    4. Understand the characteristics and challenges of managing service firms;
    5. Develop an appreciation of the key linkages between marketing and other business functions in the context of designing and operating an effective service system.
    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)
    Knowledge and understanding of the content and techniques of a chosen discipline at advanced levels that are internationally recognised. 1,2,3,4
    The ability to locate, analyse, evaluate and synthesise information from a wide variety of sources in a planned and timely manner. 1,2,4
    An ability to apply effective, creative and innovative solutions, both independently and cooperatively, to current and future problems. 3,4,5
    Skills of a high order in interpersonal understanding, teamwork and communication. 4,5
    A proficiency in the appropriate use of contemporary technologies. 4,5
    A commitment to continuous learning and the capacity to maintain intellectual curiosity throughout life. 2,3
    A commitment to the highest standards of professional endeavour and the ability to take a leadership role in the community. 3
    An awareness of ethical, social and cultural issues within a global context and their importance in the exercise of professional skills and responsibilities. 1,2,3,4
  • Learning Resources
    Required Resources
    Lovelock C, Patterson P, Walker R, 2011, Service Marketing: An Asian Pacific and Australian Perspective, 5th edition, Pearson-Prentice Hall, Frenchs Forest, NSW, Australia.
    Recommended Resources
    Students are encouraged to utilise the following texts which are available in the library:

    Zeithaml V, Bitner M, Gremler D, 2009, Services Marketing: Integrating Customer Focus across the Firm, 5th edition, McGraw-Hill Irwin, USA.

    Kaspe H, Helsdingen P, Gabbott M, 2006, Services Marketing Management: A Strategic Perspective, 2nd edition, John Wiley and Sons, Chichester UK.

    Other useful journals include:
    The Journal of Marketing
    The Journal of Service Research
    Marketing Science
    The Journal of Marketing Research
    The Journal of Services Marketing
    The Journal of Consumer Research
    The European Journal of Marketing
    Managing Service Quality
    Harvard Business Review
    Online Learning
    Online support is available through MyUni course website.
  • Learning & Teaching Activities
    Learning & Teaching Modes

    No information currently available.

    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    This course offers a two-hour lecture and one-hour tutorial each week (except one week tutorial gap as shown on schedule).
    Learning Activities Summary
    Tutorial classes will be held weekly commencing Week One.

    The course has a range of assessments including active participation in tutorials (not just attendance but preparation and participation for weekly questions); a case study presentation; a Service Encounter diary assessment; a Literature Report and an exam.
    Specific Course Requirements
    Prerequisites: MARKETNG 2500 or MARKETNG 1001
    Corequisites: Not applicable.
    Incompatible: MARKETNG 3013, WINEMKTG 2033 and WINEMKTG 2502EX
    Restrictions: Not applicable
    Quota: Not applicable.
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    The course has a range of assessments.
    Tutorial attendance and participation relates to active participation in weekly questions and preparation for these topics (individual).
    There is a case study presentation (group).
    There is a Service Encounter Diary and Analysis (individual).
    There is a Literature Report (pair).
    Also a final exam.
    Assessment Detail
    Assessment requirements are clearly covered in the Course Outline and also within MyUni and in lectures and tutorials during the semester.
    Submission

    No information currently available.

    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through Access Adelaide.

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student’s disciplinary procedures.

The University of Adelaide is committed to regular reviews of the courses and programs it offers to students. The University of Adelaide therefore reserves the right to discontinue or vary programs and courses without notice. Please read the important information contained in the disclaimer.