MKT8003 Services Marketing Management
|Semester 2, 2013 External Toowoomba|
|Faculty or Section :||Faculty of Business and Law|
|School or Department :||School of Management and Marketing|
|Version produced :||21 July 2014|
Examiner: Margee Hume
Moderator: Michael Gardiner
Computer, e-mail and Internet access: Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. All material is loaded to StudyDesk. It is essential that you are familiar with how to use StudyDesk and how to access the material. You must have a working username and password. All students must also be familiar with EASE as the assignment submission system. Current details of computer requirements can be found at http://www.usq.edu.au/current-students/support/computing/hardware.
The services sector constitutes over 75% of the Australian gross domestic product which is similar in many other international economies. Managing service delivery and the service economy is becoming critical for companies across the globe to develop competitive advantage. Many organizations are competing on the service element of their product offering, as well as their pure service offering. Superior service quality drives the competitive advantage of traditional service businesses like the Commonwealth Bank, Marriot Hotels and FedEx and is the focus of their service strategy. Other service firms like Wotif, Webjet and Flight Centre are operating in an online environment and focus their service strategy on flexible delivery and efficiency showing the diversity of this industry. This course aims to examine these services from the perspective of recent conceptual and empirical advances in the field of services research and practice and advance student understanding of practice in this sector. This course will advance students’ understanding of the practical implications of research in the services marketing field and facilitate students in applying this knowledge to practice. This course aims to undertake examination of current practices and application through use of service’s theory, service evaluation and case study and service encounter analysis.
The course focuses on the unique challenges of managing services and delivering quality service to customers. The attraction, retention, and building of strong customer relationships through quality service (and services) are central to the course content. The course is equally applicable to organisations whose core product is service (e.g., banks, transportation companies, hotels, hospitals, professional services etc.) and to organisations that depend on service excellence for competitive advantage (e.g., high technology, manufacturers and industrial products, etc.). In this course you will learn critical skills and gain knowledge needed to implement quality service and service strategies for competitive advantage across industries. Also, frameworks for customer-focused management and how to increase customer satisfaction and retention through service strategies are discussed. Other topics that will be addressed include service recovery, service mapping, linking customer management to performance measurement and cross-functional treatment of issues through integration of marketing with disciplines such as operations and human resources. This course provides pivotal content for tomorrow's businesses as they structure around process rather than task, and attempt to build strong relationships with their customers.
On successful completion of this course, students should be able to:
- identify and solve complex real world services marketing problems, incorporating relevant marketing theory and processes to provide solutions that will increase management effectiveness
- communicate professionally about services marketing related issues in a range of modes to achieve targeted outcomes
- demonstrate an understanding of change cycles on services marketing practices in organisations in the global environment and the impact of these on organisational systems
- comprehend and address complex ethical and sustainability dilemmas within a marketing context and discuss the implications on internal and external marketing environments.
|1.||Introduction to services marketing||7.00|
|2.||Consumer behaviour: customer expectations and perceptions||15.00|
|3.||Listening to customer requirements||10.00|
|4.||Service development, design and standards||10.00|
|5.||Physical evidence and the servicescape||7.00|
|6.||Employees' and customers' roles in service delivery||10.00|
|7.||Delivering services through intermediaries||7.00|
|8.||Managing demand and capacity||7.00|
|9.||Integrated services marketing communications||7.00|
|10.||Pricing of services||10.00|
|11.||Managing customer profitability||10.00|
Text and materials required to be purchased or accessed
ALL textbooks and materials available to be purchased can be sourced from USQ's Online Bookshop (unless otherwise stated). (https://bookshop.usq.edu.au/bookweb/subject.cgi?year=2013&sem=02&subject1=MKT8003)
Please contact us for alternative purchase options from USQ Bookshop. (https://bookshop.usq.edu.au/contact/)
Summers, J & Smith, B 2010, Communication skills handbook, 3rd edn, John Wiley & Sons, Milton, Queensland.
Zeithaml, V, Bitner, M & Gremler, D 2009, Services marketing: integrating customer focus across the firm, 5th edn, McGraw-Hill/Irwin, Boston, Massachusetts.
Student workload requirements
|Description||Marks out of||Wtg (%)||Due Date||Notes|
|FORMATIVE ACTIVITY||0||0||16 Aug 2013|
|MARKETING AUDIT||40||40||30 Aug 2013|
|SERVICES MARKETING PLAN||60||60||01 Nov 2013|
Important assessment information
If you are an international student in Australia, you are advised to attend all classes at your campus. For all other students, there are no attendance requirements for this course. However, it is the students' responsibility to study all material provided to them or required to be accessed by them to maximise their chance of meeting the objectives of the course and to be informed of course-related activities and administration.
Requirements for students to complete each assessment item satisfactorily:
To satisfactorily complete an individual assessment item a student must achieve at least 50% of the marks. (Depending upon the requirements in Statement 4 below, students may not have to satisfactorily complete each assessment item to receive a passing grade in this course.)
Penalties for late submission of required work:
If students submit assignments after the due date without prior approval of the examiner, then a penalty of 5% of the total marks gained by the student for the assignment may apply for each working day late up to ten working days at which time a mark of zero may be recorded.
Requirements for student to be awarded a passing grade in the course:
To be assured of receiving a passing grade a student must achieve at least 50% of the total weighted marks available for the course.
Method used to combine assessment results to attain final grade:
The final grades for students will be assigned on the basis of the aggregate of the weighted marks obtained for each of the summative assessment items in the course.
There is no examination in this course.
Examination period when Deferred/Supplementary examinations will be held:
University Student Policies:
Students should read the USQ policies: Definitions, Assessment and Student Academic Misconduct to avoid actions which might contravene University policies and practices. These policies can be found at http://policy.usq.edu.au.
(i) The due date for an assignment is the date by which a student must submit the assignment to the USQ.
(ii) Students must retain a copy of each assignment submitted for assessment. This must be produced within 24 hours if required by the examiner.
(iii) The examiner may grant an extension of the due date of an assignment in extenuating circumstances. Applications for extensions should be in writing and must include supporting documentary evidence. Extensions are only granted in unforeseen and uncontrollable circumstances. The examiner shall consider all documentary evidence (including statement from a doctor, employer, counsellor or independent member of the community as appropriate) accompanying an application for extension and decide on the outcome. Length of extensions: Up to one week extension (five working days) may be granted if a signed statement with supporting documentation is sent with the assignment, proving that an unforeseen and uncontrollable circumstance caused the delay, for example unusual and unpredictable work or family commitments. If the signed statement and supporting documentation does not show that unforeseen and uncontrollable circumstances were present for the days claimed, then the normal reduction in marks for a late assignment of 5% per working day will apply.
(iv) Extensions beyond one week are not allowed unless express permission is obtained from the examiner. Extensions beyond one week are only granted in extreme circumstance because model answers may be distributed after this time. If you are likely to require an extension for a longer period than one week, you must contact the examiner for advice. In most cases, you will be required to complete an alternative make-up assignment. However, make-up assignments are only granted if you have passed all other pieces of assessment for the course.
- Medical extensions: In the case of an application for extension for medical reasons, the documentation should include a statement from a doctor stating: the date the medical condition began or changed; how the condition affected the student's ability to study; when it became apparent that the student could not submit the assignment. As a rule, you will be granted an extension for the number of working days covered on a medical certificate. In the case of a medical extension, you do not need to contact the examiner unless you require an extension of longer than one week.
- Extensions for family/personal reasons: In the case of an application for extension for family/personal reasons, the documentation should include a statement from a doctor, counsellor or independent member of the community stating: the date the student's personal circumstances began or changed; how the circumstances affected the student's ability to complete the assignment; when it became apparent that the student could not complete the assignment. In the case of an extension for family/personal reasons you must contact the examiner before the due date to discuss the reason for the extension and to negotiate the length of an extension if granted.
- Extensions for employment-related reasons: In the case of an application for extension for employment-related reasons, the documentation should include a statement from the student's employer stating: the date the student's employment began or the conditions of employment changed; how this prevents the student from completing the assignment. In the case of an extension for employment-related reasons you must contact the examiner before the due date to discuss the reason for the extension and to negotiate the length of an extension if granted.
Please note that it is the responsibility of the student to acquire a copy of the text book as soon as their enrolment in the course has been confirmed. Extensions will not be granted on the basis of the student not having a copy of the text, if the text is available from the USQ Bookshop.
Referencing in assignments:
Harvard (AGPS) is the referencing system required in this course. Students should use Harvard (AGPS) style in their assignments to format details of the information sources they have cited in their work. The Harvard (AGPS) style to be used is defined by the USQ Library's referencing guide at http://www.usq.edu.au/library/referencing.
Word count in assignments:
Students must put the 'word count' for their assignment on the front page of the assignment. The word count is the number of words in the body of the assignment report and does not include the title, executive summary, list of references or appendices. To grade an assignment a marker does not need to read more words than the word limit of the assignment.
Course weightings of topics should not be interpreted as applying to the number of marks allocated to questions testing those topics in an assignment.
Computer, e-mail and Internet access:
Students are required to have access to a personal computer, e-mail capabilities and Internet access to UConnect. Current details of computer requirements can be found at http://www.usq.edu.au/current-students/support/computing/hardware.