MARKETNG 3504 - Service Design and Marketing

North Terrace Campus - Semester 2 - 2022

The role of service, its design and implementation is examined in the context of customer value creation. 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. A focus on the marketing mix for services, service encounter, human factor and service quality extends service as part of marketing beyond the realm of traditional service industries.

  • General Course Information
    Course Details
    Course Code MARKETNG 3504
    Course Service Design and Marketing
    Coordinating Unit Marketing
    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 The role of service, its design and implementation is examined in the context of customer value creation. 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. A focus on the marketing mix for services, service encounter, human factor and service quality extends service as part of marketing beyond the realm of traditional service industries.
    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)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    1,2, 4

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    2, 3, 4, 5

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    1, 6

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    1, 2, 3, 4, 5

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.


    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

  • 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.

    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 (individual) 10% 1, 2, 3, 4, 5
    Service Encounter Diary and Analysis (individual) 30% 1, 2, 3, 4, 5, 7
    Literature Report (group) 30% 1, 2, 3, 4, 5, 7, 8
    Final exam (individual) 30% 1, 2, 3, 4, 5
    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.

    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 ( 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.