Year No. Offer Mode Description Cred. Pts 02 51364/MKT3003 S2 D SERVICES MARKETING 1.00
51366
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 79%-80% 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 course 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 course 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 and Communication of Services 14.00
Summers, J. and Smith, B. 2002, Communication Skills Handbook: How to
succeed in Written and Oral Communication, John Wiley and Sons,
Brisbane.
External Study Package.
ACTIVITY HOURS Directed Study 70 Private Study 40 Assessments 50
No *F/S Marks Due Description Wtg(%) LBL WWW 1 S PASSIM CASE BRIEF AND PRESENTATION 20.00 N N 2 S PASSIM TWO CASE BRIEFS 5.00 Y N 3 S PASSIM TUTORIAL PARTICIPATION 5.00 N N 4 S 21/10/02 WRITTEN REPORT 20.00 Y N 5 S END S2 2 HOUR END OF SEMESTER EXAMINATION 50.00 N N
1 1 To be assured of a passing grade in this course students
will be required to obtain at least 50% for the assignments in
aggregate; at least 50% in the final examination; and an overall
mark of at least 50%. Final grades for the course will be
determined by the addition of the marks obtained in each
assessment item, weighted as in the Assessment Details and by
considering the students_f level of achievement of the objectives
of the course. To be assured of a B grade students will be
required to obtain an overall mark of 65%. To be assured of an A
grade students will be required to obtain an overall mark of 75%.
To be assured of a HD grade students will be required to obtain
an overall mark of 85%.
2 Due Date: The due date for an assignment is the date by which a
student must despatch the assignment to the university. The onus
is on the student to provide, if requested, proof of despatch. In
the absence of proof, the Course Leader will apply the late
penalty. Extensions: Applications for extensions should be in
writing and must include supporting documentary evidence.
Extensions are only granted in unforeseen and uncontrollable
circumstances. The Course 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. Length of extensions: Up to one week's 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 20% per working day will apply.
Extensions beyond one week are not allowed unless express
permission is obtained from the Course Leader. 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 Course Leader 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 Course Leader
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 Course Leader 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 Course Leader
before the due date to discuss the reason for the extension and
to negotiate the length of an extension if granted.
3 Text Books: Please note that it is the responsibility of the
student to acquire a copy of the textbook 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.
4 Students must retain a copy of all assignments, which must be
provided if/when required by the Course Leader.
5 Course 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.
7 A Residential School will be cancelled if insufficient numbers,
{10 for undergraduate/5 for postgraduate}, are enrolled by the
cut-off date for enrolling in School. If a student's School is
cancelled, they will be notified and they can then contact the
Course Leader to arrange an informal meeting at a mutually
convenient time.