Prerequisite(s): BUMKT1501 Introduction to Marketing
Corequisite(s): Nil
Exclusion(s): Nil
ASCED Code: 080505
Program Level:
Level of course in Program
AQF Level(s) of Program
5 6 7 8 9 10
Introductory
Intermediate X
Advanced
Course Description (Higher Education)
BUMKT2601 Services Marketing
CRICOS Provider No. 00103D Page 2 of 12
Organisation:
On Campus
Students enrolled in the ‘on campus’ course are expected to attend ALL lectures and tutorials to increase
prospects for successful outcomes. On Campus students are also able to access and study the materials
24/7 seven days a week, as best suits individual needs. Use the online forum to discuss each topic or
aspects you do not quite understand. Also use the quiz online to test your understanding of key points.
Staff
Prescribed Text This course will be conducted on the presumption that all students have access to a copy of: Lovelock, C., Patterson, P., Wirtz, J., (2015) Services Marketing. An Asia Pacific and
Australian Perspective (6th Ed.) NSW: Pearson Prentice-Hall. ISBN: 9781486002702
Student Responsibility It is the responsibility of every student to be aware of the requirements for this course, and understand the specific details included in this document. For full details of programs and school procedures, please refer to the Federation Business School Programs Handbook available at http://federation.edu.au/faculties-and-schools/federation-business-school/student-resources/continuing-
students/timetables Students should be aware of the content of the handbook, particularly:
Special Consideration process and forms
Assignment Coversheet
Submission of tasks and assignments
Grading codes
Appeal process
Unsatisfactory progress - Early Intervention
It is emphasised that this course requires a significant commitment outside of formal class contact. The learning tasks in this course may include classes (lectures, tutorials or seminars), required reading, the preparation of answers to set questions, exercises and problems, and self-study. In addition, students may be required to complete an assignment, test or examination. The table below is an example of the suggested time allocations for this course.
Preparation of set questions, exercises and problems 4 hours per topic 48 hours
Preparation of assignment 18 hours
Study and revision for test and end of semester examination 24 hours
TOTAL 150 hours
Attendance and Participation It is in students’ interest to make every effort to immerse themselves in the content supplied for this course and to complete all preparatory and assessment tasks. It is our experience that those students who do not read and view all of the material and carry out the associated activities are more likely to do poorly or to fail the course completely.
Late Submission Assessment tasks submitted after the due date, without prior approval/arrangement, will be penalised at 10% of the available marks per day. Requests for extension of time must be made with the lecturer concerned and based on Special Consideration guidelines http://policy.federation.edu.au/student_services_and_administration/enrolment/special_consideration/ch01.php
Moderation of Results Moderation refers to the practice of quality assurance of assessable tasks and marking carried out at any of the School’s Partner Providers’ locations. Moderation addresses the interests of students, staff, the School’s partners and external stakeholders. Moderation seeks to ensure that:
Good practice in assessment is being applied consistently across the institution and its programs;
Student performance is being properly, fairly and consistently judged for all students undertaking the same course of study; and
Standards expected of, and achieved by, students are appropriate, reliable and comparable to good practice at the University and nationally.
Standardisation of assessment may result in a student’s mark being amended. This is your guarantee that your results are comparable to Federation University results in all locations.
Course Evaluation We welcome feedback as one way to keep improving this course. Students are encouraged to provide course feedback through eVALUate, the University’s online student feedback system. eVALUate will be available to students during Weeks 10 and 11 by the Student Survey dashboard system using FedUni student user names and passwords.
Closing the Loop:
1. Acknowledgement of positive and negative issues overall: a summary of the Course Summary Report:
Feedback from 2016 indicates that the textbook was ‘great’ and that the most helpful aspects of the course was creating
a project about a specific services business.
75% of respondents thought the learning outcomes in this course were clearly identified, the learning resources in this
course help me to achieve the learning outcomes, that the assessment tasks in the course evaluate achievement of the
learning outcomes, that the workload in this course was appropriate to the achievement of the learning outcomes, that
they were motivated to achieve the learning outcomes in this course, that they made the best use of this learning
experience in this course, that they think about how they can learn more effectively in this course. There was some
feedback that some of the examples and data for the course needed to be updated.
2. Please provide a summary of improvements as a result of the faculty grade discussions
In 2017 the material for the course has been substantially updated, including all of the PowerPoint Slides, but as students
were happy with the text book itself (which does contain some dated examples) the lecturer is including very recent case
studies as part of the reflective activities for the course. There is no more current text book on the market, so this seems
to be the best solution. The next edition of Lovelock is due in 2018. The advantage however of continuing to use Lovelock
during 2017, is that there is ample opportunity for students to buy affordable second hand copies.
3. Summary of how any issues will be addressed in the future delivery of the course
Smaller project groups of two have been introduced for 2017, as there were some concerns in the past that groups of
three enabled some students to lean on others to do the bulk of the work. With a duo, responsibilities can be more
apparent and a 50/50 share of workload can be more readily and visibly implemented.
4. An estimated time when corrective actions will be completed in the course
Actions to improve and update the material have been considered, and incorporated into the Course Description regarding group presentations and the larger work plan for the course. These changes will be apparent and implemented throughout 1st semester of 2017.
Moodle Moodle is used to host course resources for all courses. Students can download lecture and tutorial notes to support class participation. Students login to Moodle at https://moodle.federation.edu.au/login/index.php
Generally, assessments are submitted online through Moodle. Should you need assistance, please use the available resources and support through the drop-down menus in Moodle.
Plagiarism: Plagiarism is the presentation of the expressed thought or work of another person as though it is one's own without properly acknowledging that person. Students must not allow other students to copy their work and must take care to safeguard against this happening. In cases of copying, normally all students involved will be penalised equally; an exception will be if the student can demonstrate the work is their own and they took reasonable care to safeguard against copying. Plagiarism is a serious offence. Please refer to the following documents:
Learning Outcomes: This course aims to provide a detailed study of the application of marketing to services.
Knowledge
K1 Differentiate between the distinctive characteristics of services and identify their implications for marketing.
K2 Analyse elements of marketing strategies for services organisations. K3 Examine key theoretical frameworks which can be applied to the marketing of services. K4 Identify key factors that influence consumer behaviour in relation to services K5 Determine the important elements of the marketing mix for services organisations
Skills S1 Identify important marketing aspects for service organisations through researching specific services topic areas S2 Express ideas and perspectives on services marketing situations via written and/or oral communication S3 Critically analyse the marketing of services organisations and exercise judgment in providing an appropriate
solution S4 Interpret the marketing environment in relation to services industries and consider how the environment can help
improve both service quality and productivity
Application of knowledge and skills A1 Transfer and apply a services marketing approach to a services firm A2 Create and implement elements of the marketing mix relevant to services firms in a range of environments A3 Develop strategic ideas for the development or improvement of marketing plan for a service using initiative and
judgement
Course Content: The content of the course will include:
The role and characteristics of marketing services
The marketing system, external environment and influencing variables for services
Consumer behaviour and market analysis in the service industry
Strategic issues for marketing services
The marketing mix and services: creating, delivering and distributing services; cost and pricing strategies; communicating and promoting services; the importance of people, operational processes and physical environment in the marketing of services
Distinctive aspects of marketing services in 2017: improving service quality and productivity; managing supply and demand; adding value through customer service
Organising, utilising and controlling marketing resources in service organisations
Developing, implementing, controlling and evaluating marketing plans and campaigns for services
Values:
Appreciate the distinctive nature of services.
Seek to learn and understand more completely the factors associated with marketing decision-making.
Draw on scholarly research, as well as current business practice, to examine, analyse and evaluate issues and challenges related to services marketing.
Course Description (Higher Education)
BUMKT2601 Services Marketing
CRICOS Provider No. 00103D Page 6 of 12
Weekly Activities On Campus Students
1 Attend and participate in the weekly lecture 2 ‘Discussion Points’ - These prompt discussion, at the end of each face-to-face lecture. 3 Read the relevant chapter/s in the text book. 4 Revisit the slides, noting key points. 5 Attend the weekly tutorial and discuss project work with your fellow team project member. 6 Work on research group project research. 7 Participate in the online forum and/or undertake the weekly online quiz
Learning Tasks and Assessment: At the University a PASS is usually achieved at 50%. For courses listed below, a mark of at least 40% in the examination must additionally be achieved.
BUACC1506, BUACC1507, BUACC1521, BUEBU1501, BUECO1507, BUECO1508, BUENT1531, BUHRM1501, BULAW1502, BULAW1503, BUMGT1501, BUMKT1501, BUMKT1503, BUTSM1501, BUTSM1502, BUACC5901, BUACC5930, BUACC5937, BUECO5903, BUHRM5912, BULAW5911, BULAW5914, BULAW5915, BUMGT5921, BUMKT5901, BUMKT5922. Students are strongly advised to attempt ALL assessment tasks. Students who do not submit a task(s) or fail a task(s) in the semester will be identified as a ‘student at risk’ of unsatisfactory academic progress (outlined in the School Handbooks) and will be directed to the School’s Intervention Program. Students who encounter difficulties or who are otherwise concerned regarding their progress should consult their lecturer. Assessment criteria set out the details by which performance in each task will be judged. This information will give a clear and explicit understanding of the expected standards to be achieved relative to the marks awarded.
Learning outcomes assessed
Assessment Task Assessment Type
Weighting Week Due
1.
K1,K2, K5 S1 A1
Demonstrate knowledge of the course material
Service Encounter Journal
30%
Week 5 Sunday, 20 August, 2017
2.
K1,K2,K3,K4,K5 S1,S2,S3,S4 A1,A2,A3
Critically analyse and interpret a services marketing situation
Group presentation and written report
30%
(GP 10% and
WR 20%)
Classroom Group
Presentations (GP):
Weeks 9 & 10
During classes in
Weeks
commencing 11
and 18 September
Written Report
(WR): Due Week 11
Friday, 1 October
2017
3.
K1,K3,K4,K5 S1, S4 A3
Demonstrate knowledge and skills gained in the course by applying them to different marketing situations
Written Exam
40%
Exam period
Course Description (Higher Education)
BUMKT2601 Services Marketing
CRICOS Provider No. 00103D Page 7 of 12
Assessment Task 1: Service Encounter Journal and Analysis
The Service Encounter Journal and Analysis
Each student will record in a journal (template provided) a minimum of 5 different personal encounters with a range of service providers which occurred within the previous three months. These encounters will form the basis of a report analysing service delivery issues. The template will be provided by your lecturer.
The purpose of this assignment is for the student to understand and evaluate the service encounter from one’s own perspective as a customer and to analyse the recorded situations using relevant course concepts and theories. The focus of the assignment is on analysis of the encounters using appropriate models and concepts – the description of the encounters should be included as attachments to the report.
The purpose of the report is to analyse the student’s service encounters using the concepts and frameworks which are being learned in the course. Students should use the report to demonstrate that they understand the link between services marketing theory and practice. The report should be 2,500 words in length. Additional instructions for this assignment will be provided by the local lecturer.
The hand-in date for the report is week 5. It should be submitted via Moodle. Each student must affix the journal detailing the individual service encounters to the report.
Assessment Task 2: Case Study and Presentation
1) Assessment Details;
The purpose of this task is for students to critically evaluate a current organisation’s application of the extended marketing mix and provide strategic recommendations for identifiable service gaps. Students will analyse and describe the seven (7) Ps of the service organisation. Students will then identify some potential issues with the service quality using the ‘conceptual model of service quality’ and provide recommendations on how the service may improve.
Students are to work in pairs.
Students must select service organisations from the following industries: Tourism & Hospitality; Transportation; Health & Sports; Entertainment & Events. Students need to initially propose two possible service organisations to analyse. For the selected organisations, students must:
Be able to access their website and find at least three pieces of promotional material easily.
Be able to identify at least three direct competitors for analysis.
Clearly determine who the target market is for the organisation. Once students have selected their two service organisations and recorded the basic details outlined above, in a one page summary, they should seek approval of one of the service organisations from their lecturer before they commence researching and writing their report. The presentation and report must focus on one service organisation. 2a Group Presentation The presentation needs to be 14-15 minutes in length and contain all the sections outlined in the marking guide, which is located on page 9 of this course description. If slides are used students should aim for 8-15 slides in total. This activity should occur during weeks/topics 9 & 10. The focus of the presentation should not be to present all the findings of the report, rather to present only a few of the major findings. The focus should be on creating an interesting and interactive presentation that informs the audience, and gives a good overview of what your area of focus is. You should invite questions from the audience at the end of the timed presentation, as an opportunity to create 3-5 minutes of discussion and an opportunity for feedback.
Course Description (Higher Education)
BUMKT2601 Services Marketing
CRICOS Provider No. 00103D Page 8 of 12
2b Final Report The final report should be approximately 3,500 words in length (excluding the executive summary, table of contents, reference list and appendices) and contain all the sections outlined in the marking guide, located towards the end of this course description. It is recommended that students complete the: executive summary, introduction and summary last. Variations of up to 10% more or less than this is acceptable. A penalty of 3% of the grade for this assessment task will apply if submissions are longer or shorter than 10% off the specified extent.
2) Criteria used to grade this task;
See marking guide towards the end of this course description or the rubric on Moodle 3) Task Assessor;
Your lecturer or tutor will mark this assessment task 4) Suggested time to devote to this task;
18 hours 5) Submission details;
One student from each group is to submit report via Moodle by week 11. Your tutor will assign a week to present in. 6) Feedback and return of work;
The submitting student will receive feedback and a grade for the report via Moodle within 2 weeks of submission. The submitting student is then required to pass this onto all other group members
Assessment Task 3: Exam
1) Assessment Details;
The purpose of this assessment task is for students to demonstrate knowledge and skills gained in the course by applying them to different situations.
The exam is closed book and is two hours in length. Students will be required to provide medium length answers to a number of questions related to the course material.
2) Criteria used to grade this task;
Each question will be given a weighting and the assessor will mark according to the marking guide provided by the course coordinator.
3) Task Assessor;
Your lecturer or tutor will mark this assessment task 4) Suggested time to devote to this task;
16 hours 5) Submission details:
The exam will be conducted during the exam period, date and time to be advised. 6) Feedback and return of work:
Students will receive the overall course result once the course has been ratified, this generally occurs within two weeks from the end of the exam period.
Course Description (Higher Education)
BUMKT2601 Services Marketing
CRICOS Provider No. 00103D Page 9 of 12
Assessment Task 2a: Group Presentation
Marking guide
Criteria Feedback Marks
Introduction (Approx. 2 minutes)
Introduce the contents of the presentation and
the organisation.
/1
Body (Approx. 10 minutes)
Describe the Service Organisation’s 7 Ps
as outlined in the report marking guide
Identify a potential ‘service gap’ using the
conceptual model of service quality for
one of the Ps that you have outlined in
section one. Provide strategic
recommendations on how this may be
improved.
/6
Summary (Approx. 2 minutes)
Include the most important findings for each
section here/
/1
Presentation Skills
Attempt to engage class through questions,
activities and interesting facts and content.
/3
Professional language, body posture and
smoothness of transition among team
members
/2
PPT Slides: Between 8 and 15 slides used.
Included minimal text and some images. Print
6 PPT per page and present to lecturer/tutor
before your presentation
/2
Time* (deduction if less than 9 or more that 15
minutes)
Total
/15
(10%)
The goal is to present for 14-15 minutes, if you speak for less than 10 you will penalised by losing 1 mark.
Course Description (Higher Education)
BUMKT2601 Services Marketing
CRICOS Provider No. 00103D Page 10 of 12
Assessment Task 2b: Group Report Marking Guide
Criteria Marks
Executive Summary (Approx. 250 words)
Include summary of content, findings and recommendations (find out how to write a good executive summary on
the university website).
/7
Table of Contents
Numbered headings, page numbers and well presented
/2
1. Introduction (Approx. 100 words)
Introduce the contents of the report including the organisation and theories within. /4
2. Section One (Approx. 1400 words)
Describe the Service Organisation’s 7 Ps
2.1 Product/Service
Describe the core product(s)/service in some detail.
/5
2.2 Place (distribution)
Describe the service distribution channel (service delivery option) in some detail.
/5
2.3 Price (strategy)
Compare the prices with two direct competitors. Discuss the different types of value each competitor offers in
relation to the organisation’s customers.
/5
2.4 Promotion (IMC)
Analyse the integration of three aspects of promotion from the service organisation (pages 234-236). Describe the
expectations that the promotional aspects create.
/5
2.5 People (service staff)
Assess what the company says about their employees and explain how it fits into the customer profit chain model
(pages 249-252.)
/5
2.6 Physical Evidence (servicescape)
Discuss how the physical evidence (can include website) may make customers feel. Apply the servicescape
model (Figure 10.3 on page 287) to your service organisation
/5
2.6 Processes (focus on flowcharting/blueprinting)
Create and describe a flowchart or blueprint of the major processes for your service organisation
/5
3. Section Two (Approx. 700 words)
Identify Service gaps and provide recommendations
3.1 Conceptual model of service quality
Briefly describe the conceptual model of service quality (Figure 12.8, explained on pages 346-351 of the text) and
why it is relevant to your project.
/4
3.2 Select one P to analyse and provide recommendations
Identify a potential ‘service gap’ using the conceptual model of service quality for one of the Ps that you have
outlined in section one. Provide strategic recommendations for how this may be improved.
/8
3.3 Select another P to analyse and provide recommendations
As above
/8
4. Summary (Approx. 200 words)
Include the most important findings of each section and the major recommendations. /6
5. Reference List
Well-presented APA style reference list /6
6. Appendices
Include any additional information here
Report Presentation and Referencing
Appropriate structure, headings and length. Writing is clear and concise. Clear and logical progression. Spelling
and grammar have low error rates. Quality of sources, appropriate citation in text of references. Show evidence of
research and a range of sources (at least 2 journal articles, 4 text books and 3 other sources is best).
/20
Total
/100
(30%)
Course Description (Higher Education)
BUMKT2601 Services Marketing
CRICOS Provider No. 00103D Page 11 of 12
GRADING GUIDE
Assessment criteria set out the details by which your performance in each task will be judged. This information will give
you a clear and explicit understanding of the standards you are expected to achieve relative to the marks awarded.
High Distinction (HD) = 80 - 100%
An excellent piece of work. You have fulfilled the criteria of a distinction and beyond. Your work introduces new concepts, makes extensive and useful applications. Your answer has moved beyond the information given, extended the topic and challenged the reader. Distinction (D) = 70 -79%
Your work fulfils the criteria of a credit but to a higher standard - argues well, articulate, convincing, and well supported
with research. Your answer shows comprehension of the whole situation and implications in an organisation.
Credit (C) = 60 – 69%
You have moved beyond a pass standard by showing evidence of wider reading and a higher level of understanding and
analysis. Your answer focuses on several relevant issues.
Pass (P) = 50 – 59%
A reasonable attempt to cover the reading. Demonstrates some level of understanding, but poor analysis. A "pass" grade
means you have adequately covered the topic, but not really engaged with it enough to achieve a higher mark.
Fail (MN) = 0-49%
There is little or no evidence of research. You have not addressed the topic adequately, you have used irrelevant
information and you clearly have not understood the issues relevant to the topic.
Please note that the sequence and content of lectures and tutorials may need to be changed and the following information should be used as a guide only.
