MARKETNG 3504NA - Services Marketing III

Ngee Ann Academy - Trimester 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 3504NA
    Course Services Marketing III
    Coordinating Unit Adelaide Business School
    Term Trimester 2
    Level Undergraduate
    Location/s Ngee Ann Academy
    Units 3
    Contact Up to 36 hours
    Available for Study Abroad and Exchange
    Prerequisites MARKETNG 1001
    Assessment Exam/assignments/tests/tutorial work as prescribed at first lecture
    Course Staff

    Course Coordinator: Mrs Janet Stone

    Course Timetable

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

  • 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
    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
  • Learning Resources
    Required Resources
    Text Book

    Lovelock, C, Patterson, P and Wirtz J (2015) Service Marketing: An Asia-Pacific and Australian Perspective (6th Edition), Pearson, Australia.
    Recommended Resources
    For an alternative perspective, students are encouraged to utilise the following text: Hoffman, K, Bateson J, 2015, Services Marketing, 5th Edition, Centage, USA

    Kaspe, H, Van Helsdingen P, Gabbott, M (2006), Services Marketing Management: A Strategic Perspective, 2nd ed. John Wiley & Sons. Chichester, England; Hoboken, NJ.

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

    In addition, students are also encouraged to read on the topics covered by this course in the following journals. Students will find these journals particularly useful :
    • Journal of Marketing

    • Journal of Service Research
    • Marketing Science
    • Journal of Marketing Research

    • Journal of Services Marketing
    • Journal of Consumer Research
    • European Journal of Marketing
    • Managing Service Quality
    • Harvard Business Review

    This list of references is a guide only; it is up to the student to determine what additional material is needed to satisfactorily complete assessments.
    Online Learning
    Comprehensive online support will be available at will be available on the Myuni course website:
  • Learning & Teaching Activities
    Learning & Teaching Modes

    No information currently available.


    No information currently available.

    Learning Activities Summary

    No information currently available.

  • 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

    No information currently available.

    Assessment Detail

    No information currently available.


    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.