Unit outline for semester 1 2019 curtin university PDF

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unit outline for semester 1 2019 curtin university...

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Faculty of Business and Law School of Marketing

Unit Outline

MKTG3006 Services Marketing Semester 1, 2021

Unit study package code:

MKTG3006

Mode of study:

Internal

Tuition pattern summary:

Note: For any specific variations to this tuition pattern and for precise information refer to the Learning Activities section. Online Class: 1 x 1 Hours Weekly Tutorial: 1 x 2 Hours Weekly This unit does not have a fieldwork component.

Credit Value:

25.0

Pre -requisite units:

MKTG2005 (v.0) Marketing Intelligence or any previous version

Co -requisite units:

Nil

Anti- requisite units:

Nil

Result type:

Grade/Mark

Approved incidental fees:

Information about approved incidental fees can be obtained from our website. Visit fees.curtin.edu.au/incidental_fees.cfm for details.

Unit coordinator:

Title: Name: Phone: Email: Location:

Dr Robyn Ouschan 08 9266 4230 [email protected] Building: 408 - Room: 2005B

Teaching Staff:

Name: Phone: Email: Location:

Dr Steve Dix 08 92667246 [email protected] Building: 408 - Room: 2005B

Name: Email:

Fiona Long [email protected]

Name: Email:

Dr Angela Silva [email protected]

Name: Phone: Email: Location:

Catherine Martella [email protected] [email protected] Building: 408 - Room: 2014

Administrative contact:

Learning Management System: Blackboard (lms.curtin.edu.au)

MKTG3006 Services Marketing Bentley Campus 21 Feb 2021 School of Marketing, Faculty of Business and Law

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Faculty of Business and Law School of Marketing 

Acknowledgement of Country We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and present. The Centre for Aboriginal Studies aspires to contribute to positive social change for Indigenous Australians through higher education and research.

Syllabus Services possess several unique characteristics that require a distinctive approach to marketing strategy - both in its development and execution. A focus on the unique characteristics of the service environment, adapting marketing management concepts to the service business context, identifying and analysing the various components of the extended services marketing mix, discussing key issues concerning the management and measurement of service quality and customer satisfaction. Understanding the critical role of service personnel and customers with respect to service delivery, service failure and service recovery. Examination of relationship marketing. Appreciation of the overlap in marketing, operations and human resource functions in service organisations to gain exposure to key operations, management strategies and tools (flow charting and yield management strategies), and human resource management issues (internal marketing).

Introduction The services sector has grown rapidly over the last two decades. A good grasp of the unique challenges and strategies of services marketing is imperative for businesses to achieve service excellence in a highly competitive environment. You are already a consumer of service providers such as medical, travel or educational organisations. Now, you will step into the shoes of the service provider to view the process from a marketing perspective. Many graduates are likely to work for a service firm at some stage in their career, which makes studying the marketing of services particularly relevant. As with all study, you will gain more through keeping ahead of the course program, meeting weekly requirements and participating fully in online lectures and tutorials.

Unit Learning Outcomes All graduates of Curtin University achieve a set of six Graduate Capabilities during their course of study. These inform an employer that, through your studies, you have acquired discipline knowledge and a range of other skills and capabilities which employers would value in a professional setting. Each unit in your course addresses the Graduate Capabilities through a clearly identified set of learning outcomes. They form a vital part in the process referred to as assurance of learning. The learning outcomes notify you of what you are expected to know, understand or be able to do in order to be successful in this unit. Each assessment for this unit is carefully designed to test your knowledge of one or more of the unit learning outcomes. On successfully completing all of the assessments you will have achieved all of these learning outcomes. Your course has been designed so that on graduating you will have achieved all of Curtin's Graduate Capabilities through the assurance of learning processes in each unit. On successful completion of this unit students can: 1

Develop competitive strategies using frameworks/tools to analyse services

2

Source and use relevant information to develop and present services marketing strategies for local and international service organisations

3

Use people strategies, self -service technologies and service environments to enhance employee - customer interactions in service encounters

4

Apply relationship marketing and service recovery strategies to retain customers and build loyalty

5

Apply analysis and problem solving skills in responding to review and application questions, and case studies relating to all aspects of services marketing theory in a variety of domestic and international contexts

MKTG3006 Services Marketing Bentley Campus 21 Feb 2021 School of Marketing, Faculty of Business and Law

Graduate Capabilities addressed

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Faculty of Business and Law School of Marketing 

Curtin's Graduate Capabilities Apply discipline knowledge, principles and concepts

Innovative, creative and entrepreneurial

Effective communicators with digital competency

Globally engaged and responsive

Culturally competent to engage respectfully with local First Peoples and other diverse cultures

Industry connected and career capable

Find out more about Curtin's Graduate Capabilities at the Curtin Learning and Teaching website: clt.curtin.edu.au

Learning Activities The weekly learning activities and all the assessment tasks require you to apply the discipline knowledge you have acquired from the weekly online lectures, tutorial slides and the prescribed text. They are designed to encourage students to self -learn and to learn from one another. This means you are expected to apply concepts, draw on your own experiences and bring in your own examples and apply concepts to the client’s service your group project focuses on, instead of merely recalling material. The weekly LearningActivitiesdiscussed during the tutorials give you the opportunity to practice applying the discipline knowledge covered in the Learning Modules and the prescribed text. To focus your discussion, your tutor will give a short presentation at the beginning of the tutorial to highlight the most relevant services marketing concepts for the weekly Learning Activity. Please note, it is expected you will have studied the relevant chapter/s and online lecture before your tutorial. Your tutor will not present all the material from the Learning Modules and will not have time to elaborate on the services marketing concepts. After your tutor’s presentation, you will discuss the Learning Activity with your group for the client report assessment. Your tutor will observe the discussions and you can raise questions with your tutor that may arise during the discussion. Following the discussion, the students who have been allocated the Learning Activity for Assessment 1 will present verbally a brief summary of their group’s answer to the class and answer questions.

Learning Resources Library Reading List The Reading List for this unit can be accessed through Blackboard.

Essential texts The required textbook(s) for this unit are: l

Lovelock, C.H., Patterson, P.G. & Wirtz, J. (2015). Services Marketing: An Asia -Pacific and Australian Perspective, 6th Edition, Pearson, Australia.

Students are NOT obliged to purchase their textbooks from any particular provider and are free to obtain them from their chosen supplier. Note: A e- version isavailable for this text from the publisher:https://www.pearson.com.au/9781486004768 (ISBN/ISSN: 978 -1-486-00270-2)

Other resources Additional resources (e.g., journal articles) have been placed in the Reading List section of this unit’s BB. Key services marketing journals include the Journal of Service Research; Journal of Services Marketing, Journal of Service Theory and Practice and Journal of Service Management. 

MKTG3006 Services Marketing Bentley Campus 21 Feb 2021 School of Marketing, Faculty of Business and Law

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Assessment Assessment policy exemptions l

There are no exemptions to the assessment policy

Assessment schedule Value %

Task

Unit Late Assessment Learning Date Due Assessments Extensions Outcome(s) Accepted?* Considered?* Assessed Week: Two allocated 1,2,5 Yes Yes weeks Day: Allocated tutorial day Time: Allocated tutorial time

Applied Learning Activities

15%

Mid Semester Examination

40%

Week: Teaching week 7 Day: Allocated tutorial day Time: Allocated tutorial time

2,3,5

Yes

Yes

Client Report

45%

Week: Teaching week 12 Day: Friday Time: 5 pm

1,2,4

Yes

Yes

1

2

3

*Please refer to the Late Assessment and the Assessment Extension sections below for specific details and conditions.

Detailed information on assessment tasks 1. APPLIED LEARNING ACTIVITIES Each student is required to give two short in class presentations of a Learning Activity over the duration of the semester. The first presentation is to be completed by the end of Week 6 and is worth 5% of the final grade. Thesecond presentation is to be completed by Week 12 and is worth 10% of the final grade. The Learning Activities will be allocated to students during the first tutorial. A list will be placed in the Assessment section on Blackboard by Wednesday 6pm week 2 to confirm and advice students which weekly Learning Activities and group (for the Client report assessment) they have been allocated. If your name is not on the list, you need to email your tutor immediately to request to be allocated the weekly Learning Activities and a group. The presentations take place during the tutorial directly after the discussion of the Learning Activity with your Client Report group members. Each presentation is expected to run for 3 minutes and is followed by a 2 – 3 minutes of question time from the audience. The Learning Activity questions for each tutorial are listed in the Program Calendar and the Learning Modules. You have to discuss all the questions during the tutorial with your group but you will only be presenting your group’s answer to one of the questions. To ensure you thoroughly address all the questions during the discussion phase, you will not know in advance, which of the questions your presentation will focus on. During the presentation, you are encouraged NOT to use PowerPoint and NOT to use notes. You can include images if appropriate for the topic (e.g., use a picture of the servicescape to highlight physical evidence components or screen grabs to illustrate their communication strategy).

Marking Guide for Applied Learning Activities MKTG3006 Services Marketing Bentley Campus 21 Feb 2021 School of Marketing, Faculty of Business and Law

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Assessment Criteria

Weighting

Relevance of the presentation to the topic

20

Application of services marketing concepts/frameworks

20

Contribution to the client’s business

20

Quality of the presentation (confidence, clarity, delivery, audience engagement)

20

Quality of response to questions from the audience

20

Total

100

 2. MID SEMSTER EXAMINATION The mid-semester exam is worth 40% of your semester grade. It willtake place during week 7(the format, time and date to be advised). You will be examined on the course content from weeks 1 – 6inclusive i.e., it covers chapters 1, 3, 4, 5, 6, 7, 10 &12 from the prescribed text. More information will be supplied leading up to week 6via announcements and in the Assessment section on Blackboard.

3. CLIENT REPORT This is a group assessment with no more than 4 members. If you have not joined a group by the end of week 1 you need to email your tutor immediately to request to be allocated to a group. The client report accounts for 45% of your final grade and this grade is made up of INDIVIDUAL and GROUP components: 1. INDIVIDUAL component: You are awarded a mark out of 60 for the components of the client report that you complete individually. By WEEK 6 (at the latest), divide the INDIVIDUAL components of the client report equally among your group members. 2. GROUP component: The “Customer Survey Instrument” (worth 10 marks) and “Recommendations for Services Marketing Strategies” (worth 30 marks) sections of the client report are graded as GROUP activities, however INDIVIDUAL group members’ contributions will be taken into account. Each member will get the same mark (out of 10 and out of 30) for these components unless the client report indicates there is an unequal contribution. If a group member has not contributed to the section/s he/she will get a zero grade for the section/s. For a weak contribution, he/she will only get half of the marks achieved for the section/s, and for a strong contribution they will get the full marks achieved for the section/s. The Client Report marking guide below indicates which sections of the report are INDIVIDUAL and GROUP components. This assessment requires you to:

1.Source a services firm that is willing to act as your client (have at least two options in place by week 2 and confirm which one your client report will focus on). Ideally, your client should be an established small or medium size business with little or no access to marketing expertise. Be aware that a high profile, large services business may already have sophisticated marketing programs in place and it will be difficult for you to make a meaningful contribution. Examples of service firms that you may approach include: landscaper, medical/health care practitioner, hair salon, electrician, travel agent, gym, café, restaurant, nail bar, sporting club or any other business where the service element is a strong component of the product offering. Ask the client to nominate a specific person within their organisation who will liaise directly with your group leader, provide up -front information and agree to answer INSIGHTFUL questions emailed to him/her on a once-a-week basis. Ideally, you should spend some time at the business to at least observe the service delivery process and carry out some basic customer research with the client’s approval. If your client raises confidentiality issues or concerns, please see your tutor for advice. Ensure thatyou get your tutor’s approval before finalising your client.

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2.Prepare a PRACTICAL services marketing plan (Client Report) that gives your client relevant and insightful strategic input that can be affordably implemented into their business. 1. Find out as much as possible about the firm, the industry in which it operates its customers and staff in order to demonstrate a thorough analysis of their business environment. 2. Given the Covid19 restrictions, be aware that you may not be able to visit and observe the service, thus you will have to rely on information provided by your client and the client’s service business websites. You should be able to gain industry knowledge from other online sources e.g., industry reports and competitors' websites. 3. Demonstrate critical thinking, develop carefully considered solutions and practical strategic direction. 4. Justify any suggestions you make and ensure they are realistic within this service context. 5. Ensure that the report is written with clarity and that there is coordination and consistency across the sections. 6. As with any good business report, include a cover page, executive summary, tableof contents, a reference list and appendix. 7. Do not give your client a lesson in services marketing. Rather, package your plan as a solution to your client’s services marketing needs and make use of relevant headings to showcase the contribution and the flow of the document. 8. Be careful to give recommendations for the future only in the "Recommendations for Service Marketing Strategies” section. All other sections preceding the strategy section set out what the business is currently doing. 9. Where you have consulted external sources, remember to reference these appropriately. Include all emails to the client (as well as their answers to your emails) in the appendix. 10. Include a copy of your customer survey questionnaire. 11. Provide a copy of your report to the client only if you have produced excellent work. In return, request a reference letter from the client that you can add to your CV. The Client Report should not exceed 25 pages (1.5 spacing; 11 -font) excluding the executive summary, table of contents, reference list and appendices. Additional information that is more detailed can be provided in the appendix. Note: To help you manage the Client Report tasks you are required to provide brief updates of your progress on your group’s Client Report Wikis pages. Instructions on how to access and use the Wikis pages is provided in the Assessment section on Blackboard for the Client Report assessment.

3.Submit the report by Friday 5 pm in teaching week 12 via Turnitin. Very important: Whoever submits the Client Report to Turnitin should indicate ON THE FRONT PAGE OF THE REPORT which members are responsible for each INDIVIDUAL component of the plan and list each group member’s level of contribution (“None”, “Weak”, “Strong”) for the two GROUP components.

Client Report Assessment Marking Guide Topic Area Use these topic areas as headings in your client report

Do not use these as subheadings in the client report, they are prompts, not subheadings.

Acknowledgements

Acknowledge any assistance you received from your client (name the relevant people involved) to help complete this plan.