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.

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Course Details

Course Code	MARKETNG 3504
Course	Services Marketing III
Coordinating Unit	Adelaide 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
Assessment	Exam/assignments/tests/tutorial work as prescribed at first lecture

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.

Course Learning Outcomes

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

Understand and explain the nature and scope of services marketing and present about this in a professional and engaging manner;
Use critical analysis to perceive service shortcomings with reference to ingredients to create service excellence;
Provide a theoretical and practical basis for assessing service performance using company examples and report on this in a professional, logical and coherent way;
Identify and discuss characteristics and challenges of managing service firms in the modern world including cultural implications;
Discuss key linkages between marketing and other business functions in the context of designing and operating an effective service system.
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.

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

Assessment must encourage and reinforce learning.
Assessment must enable robust and fair judgements about student performance.
Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
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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Authorised by:	Deputy Vice-Chancellor and Vice-President (Academic)
Maintained by:	Course Outlines Administrator