Year No. Offer Mode Description Cred. Pts 01 51364 S2 D SERVICES MARKETING 1.00
51361
Significant growth in the services sector of the Australian economy has called for a better understanding of service oriented businesses. Service industries now account for some 60% of the gross domestic product (GDP) of industrialised countries, about half of the GDP of middle-income countries and close to one-third of the value-added generated in low-income countries. Service firms which differ in many important respects from manufacturing businesses require a distinctive approach to marketing strategy development and execution. This unit aims to provide an understanding of the theory and practices in the development and execution of services marketing strategy.
This subject is concerned with the special characteristics of services and developing strategies to deal with those characteristics. Topics to be covered include: Distinctive aspects of services marketing, developing a framework for understanding services marketing, positioning the service organisation, managing the customer mix, managing the services marketing mix, organising, planning and implementing the marketing plan, international services marketing and applications in various services industries - tourism and hospitality, accounting, law, banking and finance, and others.
On successful completion of this unit students will be able
to:
Description Weighting(%)
- Distinctive Aspects of Services Marketing 7.00
- The Customer Experience 7.00 - Understanding Services Consumer Behaviour
- Customer Satisfaction and Service Quality 15.00
- Customer Service and Service Recovery 10.00
- Relationship Marketing and Management 7.00
- Service Marketing & Planning Process 7.00
- Service Product Design and the Strategic 9.00 Impact of Information Technology
- Managing the Service Delivery Process 7.00
- Managing Capacity and Demand 7.00
- People Issues 10.00
- Pricing of Services 7.00
- Services Communication Mix 7.00
Reference materials are materials that, if accessed by students, may improve their knowledge and understanding of the material in the unit and enrich their learning experience.
Bateson, J. and Hoffman, K.D., 1999, Managing Services Marketing:
Text and Reading, 4th edn, The Dryden Press, USA.
Bateson, J. 1995, Managing Services Marketing: Text and Readings,
3rd ed., The Dryden Press, United States of America.
Berry, L.L. and Parasuraman, A. 1991, Marketing Services: Competing
through quality, Free Press, New York.
Berry, L.L., 1995, On Great Service: A Framework for Action, Free
Press, New York.
Brown, S.W., Gummesson, E., Edvardsson, B. and Gustavsson, B. 1991,
Service Quality: Multidisciplinary and Multinational Perspectives,
Lexington Books, USA.
Congram, C.A. (ed) and Friedman, M.L. (Ass. ed.) 1991, The AMA
Handbook of Marketing for the Service Industries, AMACOM American
Management Association, USA.
Cross, R. and Smith, J. 1995, Customer Bonding: Pathway to Lasting
Customer Loyalty, NTC Publishing Group, USA.
Desatnik, R.L. and Detzel, D.H. 1993, Managing to Keep the Customer,
Jossey-Bass Inc., California.
Fitzsimmons, J.A. & Fitzsimmons, M.J. 1994 Service Management for
Competitive Advantage, McGraw Hill Inc., USA.
Gronroos, C. 1990, Service Management and Marketing, Lexington
Books, USA.
Heskett, J.L., Sasser, (Jr) W.E. and Hart, C.W. 1990, Service
Breakthroughs, Free Press, New York.
Irons, K. 1993, Managing Service Companies: Strategies for Success,
Addison Wesley Publishing Company, England.
Kotler, P. and Bloom, P.N. 1984, Marketing Professional Services,
Prentice Hall, New Jersey.
Kurtz, D.L. and Clow, K.E., 1998, Services Marketing, Wiley & Sons,
USA.
Lovelock, C. 1992 Managing Services: Marketing, Operations, and Human
Resources, 2nd ed., Prentice Hall, USA.
Lovelock, C. 1994, Product Plus - How Product + Service = Competitive
Advantage, McGraw Hill Inc., New York.
McColl, R., Callaghan, B. and Palmer, A., 1998, Services Marketing: A
Managerial Perspective, McGraw Hill, Australia.
Morgan, N.A. 1991, Professional Services Marketing, Butterworth-
Heinemann Ltd, Oxford.
Morrison, A.M. 1989, Hospitality and Travel Marketing, Delmar
Publishers Inc, Canada.
Norman, R. 1991, Service Management: Strategy and Leadership in
Service Business, 2nd ed., John Wiley & Sons Ltd, England.
Palmer, A. 1994, Principles of Services Marketing, McGraw Hill
International, U.K.
Payne, A. 1993, The Essence of Service Marketing, Prentice Hall,
Hertfordshire, UK.
Rust, T.R., Zahorik, A.J. and Keiningham, T.L. 1996, Service
Marketing, Harper Collins, USA.
Rust, R.T. and Oliver, R.L. 1994, Service Quality: New Directions in
Theory and Practice, Sage Publications Inc., California.
Rust, R.T., Zahorik, A.J. and Keiningham, T.L. 1994, Return on Quality
- Measuring the Financial Impact of Your Company's Quest for
Quality, Probus Publishing Company, Chicago.
Zeithaml, V., Parasuraman, A., and Berry, L.L. 1991, Delivering
Quality Service, Free Press, New York.
Zeithaml, V. and Bitner, M. 2000, Services Marketing, 2nd edn,
McGraw-Hill, Massachusetts.
Journals: Business Periodicals on Disc Journals (BPO)
Journal of Services Marketing
Journal of Consumer Marketing
Journal of Marketing
Journal of Professional Services Marketing
International Journal of Service Industry Management
Academy of Marketing Science.
Plus other journals in discipline specific areas: Accounting, Banking
and Finance, Health Care etc.
ACTIVITY HOURS Directed Study 70 Private Study 40 Assessments 50
No *F/S Marks Due Description Wtg(%) LBL WWW 1 S 20.00 PASSIM CASE BRIEF AND PRESENTATION 20.00 N N 2 S 5.00 PASSIM TWO CASE BRIEFS 5.00 N N 3 S 5.00 PASSIM TUTORIAL PARTICIPATION 5.00 N N 4 S 20.00 29/10/01 WRITTEN REPORT 20.00 Y N 5 S 50.00 END S2 2 HOUR END OF SEMESTER EXAMINATION 50.00 N N
1 To obtain a passing mark in this unit students must normally
obtain a passing mark for the assignments in aggregate; and
obtain a passing mark for the final examination. Further
information regarding assessment of the unit may be found in the
Introductory Book.
2 The due date for an assignment is the date by which a student
must dispatch the assignment to the University, and is normally
that defined in the relevant unit specification. The onus is on
the student to provide, if requested, proof of date of dispatch.
3 Students may apply for an assignment extension either by
application through DEC before the due date or by including
application with the submitted assignment after the due date.
Such applications should be in writing and include supporting
documentary evidence. The authority for granting extensions rests
with the relevant Unit Coordinator. The extension policy for this
unit tries to be fair to all students who organise their work and
family commitments to submit their assignments by the due date,
and those few students who cannot do so through unforeseen and
uncontrollable circumstances. If an assignment is late, up to one
week's extension may be granted if a signed statement with
supporting documentation is sent with the assignment proving that
an {unforeseen} and an {uncontrollable} extenuating circumstance
caused the delay, for example, unusual and unpredictable work or
family commitments. If this statement and documentation does not
show that unforeseen and uncontrollable extenuating circumstance
were present for the days claimed, then the normal reduction in
marks for a late assignment of 20 percent per day, will apply.
Extensions beyond one week will not be allowed unless express
permission is obtained from the Unit Leader {before the date that
the assignment is due}. Extensions beyond one week are extremely
rare because model answers may start to be distributed to
students after one week. The Unit Leader 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.
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.
In the case if {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 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
4 Students must retain a copy of all assignments, which must be
provided if/when required by the Unit Leader.
5 Unit weightings of topics should not be interpreted as applying
to the number of marks allocated to questions testing those
topics in an examination paper.
6 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.