MARKETNG 3504 - Services Marketing III

North Terrace Campus - Semester 2 - 2017

Theoretical foundations and practical application of marketing of services examined. Topics include the nature of services, marketing framework and the marketing mix for services, service encounter, human factor and 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
    Available for Study Abroad and Exchange Y
    Prerequisites MARKETNG 1001
    Course Description Theoretical foundations and practical application of marketing of services examined. Topics include the nature of services, marketing framework and the marketing mix for services, service encounter, human factor and 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: Professor Arvid Hoffmann

    Course Timetable

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

    Lectures for this course start in week 1, see the timetable for details. Tutorials start week 1, see the timetable for details.
  • Learning Outcomes
    Course Learning Outcomes

    On successful completion of this course, students will be able to:

    1. Understand and explain the nature and scope of services marketing and present about this in a professional and engaging manner;
    2. Use critical analysis to perceive service shortcomings with reference to ingredients to create service excellence;
    3. Provide a theoretical and practical basis for assessing service performance using company examples and report on this in a professional, logical and coherent way;
    4. Identify and discuss characteristics and challenges of managing service firms in the modern world including cultural implications;
    5. Discuss key linkages between marketing and other business functions in the context of designing and operating an effective service system.
    6. Work effectively and efficiently in a team addressing services marketing topics.
    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)
    Deep discipline knowledge
    • informed and infused by cutting edge research, scaffolded throughout their program of studies
    • acquired from personal interaction with research active educators, from year 1
    • accredited or validated against national or international standards (for relevant programs)
    1,2, 4
    Critical thinking and problem solving
    • steeped in research methods and rigor
    • based on empirical evidence and the scientific approach to knowledge development
    • demonstrated through appropriate and relevant assessment
    2, 3, 4, 5
    Teamwork and communication skills
    • developed from, with, and via the SGDE
    • honed through assessment and practice throughout the program of studies
    • encouraged and valued in all aspects of learning
    1, 6
    Career and leadership readiness
    • technology savvy
    • professional and, where relevant, fully accredited
    • forward thinking and well informed
    • tested and validated by work based experiences
    1, 2, 3, 4, 5
    Intercultural and ethical competency
    • adept at operating in other cultures
    • comfortable with different nationalities and social contexts
    • Able to determine and contribute to desirable social outcomes
    • demonstrated by study abroad or with an understanding of indigenous knowledges
    4
    Self-awareness and emotional intelligence
    • a capacity for self-reflection and a willingness to engage in self-appraisal
    • open to objective and constructive feedback from supervisors and peers
    • able to negotiate difficult social situations, defuse conflict and engage positively in purposeful debate
    3,4
  • Learning Resources
    Required Resources
    Lovelock C, Patterson P, Wirtz J, 2015, Service Marketing: An Asian Pacific and Australian Perspective, 6th edition, Pearson Australia, Collins Street, Melbourne, 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
    The course offers a two hour weekly lecture and one hour tutorial. Students are assessed on their participation and engagement in tutorials which involves preparing questions and actively engaging with the tutor and other students. Tutorials start week 1.
    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.
    Learning Activities Summary
    Week 1
    Marketing in the Service Economy

    Week 2
    Customer Behaviour

    Week 3
    Customer Satisfaction and Service Quality

    Week 4
    Managing People for Service Advantage

    Week 5
    Positioning Services, Supplementary and Core Services

    Week 6
    Distributing Services Through Physical and Electronic Channels

    Week 7
    Crafting the Service Environment

    Week 8
    Managing Customer Relationships

    Week 9
    Integrated Services Marketing Communications

    Week 10
    Understanding Costs and Developing Pricing, Balancing Capacity

    Week 11
    Managing the Customer Service Function

    Week 12
    Handling Customer Complaints and Managing Service Recovery, Exam Revision

    Week 13
    No lecture, no tutorial
    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
    Assessment Item Weighting Related Learning Outcome
    Tutorial attendance and participation 5%
    Case study presentation (group) 10%
    Service Encounter Diary and Analysis (individual) 15%
    Literature Report (pair) 20%
    Final exam (individual) 50%
    Total 100%
    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
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