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Unit outline for services marketing curtin...

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Curtin Business School (CBS) School of Marketing

Unit Outline

MKTG3006 Services Marketing Semester 1, 2018 Unit study package code:

MKTG3006

Mode of study:

Internal

Tuition pattern summary:

This unit does not have a fieldwork component.

Credit Value:

25.0

Pre-requisite units:

9764 (v.0) Consumer Behaviour 201 or any previous version OR MKTG2004 (v.0) Consumer Behaviour 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: Consultation times:

Dr Steve Dix +618 9266 7246 [email protected] Building: 408 - Room: 2005A Monday 9am - 10am; Tuesday 11am - 2pm

Teaching Staff:

Name: Phone: Email: Location:

Shabanaz Baboo TBA [email protected] Building: 401 - Room: TBA

Name: Email:

Michael Pompeia [email protected]

Administrative contact:

Name: Phone: Email: Location:

Kelly Nowak +618 9266 3882 [email protected] Building: 408 - Room: 2014

Learning Management System:

Blackboard (lms.curtin.edu.au)

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.

MKTG3006 Services Marketing Charles Telfair Inst Mauritius 24 Feb 2018 School of Marketing, Curtin Business School (CBS)

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Curtin Business School (CBS) School of Marketing 

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 workshops.

Unit Learning Outcomes All graduates of Curtin University achieve a set of nine Graduate Attributes 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 attributes which employers would value in a professional setting. Each unit in your course addresses the Graduate Attributes 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 Attributes through the assurance of learning processes in each unit. On successful completion of this unit students can:

Graduate Attributes addressed

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 Charles Telfair Inst Mauritius 24 Feb 2018 School of Marketing, Curtin Business School (CBS)

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Curtin Business School (CBS) School of Marketing 

Curtin's Graduate Attributes Apply discipline knowledge

Thinking skills

Information skills

(use analytical skills to solve problems)

(confidence to investigate new ideas)

Learning how to learn

Communication skills

Technology skills

International perspective

Cultural understanding

(value the perspectives of others)

(value the perspectives of others)

(apply principles learnt to new situations) (confidence to tackle unfamiliar problems)

Professional Skills (work independently and as a team) (plan own work)

Find out more about Curtin's Graduate attributes at the Office of Teaching & Learning website: ctl.curtin.edu.au

Learning Activities The workshops give you the opportunity to apply the discipline knowledge you have acquired from the lecture material and from the course text. You are required to apply concepts instead of merely recalling material, draw on your own experiences and bring in your own examples. The workshops are designed to encourage students to self-learn and to learn from one another. This is strongly reflected in the workshop tasks. Please do not change tutorials without the consent of the unit controller and your tutor.

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

Lovelock, C.H., Patterson, P.G. & Wirtz, J. (2014). Services Marketing: An Asiath

Pacific and Australian Perspective, 6 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.  (ISBN/ISSN: 978-1-486-00270-2)

Other resources

Journal of Service Research; Journal of Consumer Research; Journal of Services Marketing; Services Marketing Quarterly; Journal of Consumer Psychology; Psychology and Marketing; Journal of Retailing.

Assessment Assessment schedule Task

Value %

Date Due

Unit Learning Outcome(s) Assessed

Individual Project

35 percent

Week: Week 5 Day: Friday Time: 5pm

1,2,5

TopicTest

30 percent

Week: 6 and 10 Day: TBA Time: TBA

235

Group Project

35 percent

Week: 12 Day: Friday Time: 5pm

, 12,4

1

2

3

MKTG3006 Services Marketing Charles Telfair Inst Mauritius 24 Feb 2018 School of Marketing, Curtin Business School (CBS)

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Curtin Business School (CBS) School of Marketing 

Detailed information on assessment tasks 1.

INDIVIDUAL PROJECT: You have recently graduated and have secured a role as a Marketing Assistant for EITHERan Online Dating Service OR a Car SharingServices company(for your report, choose anactualbrandas your employer).You are asked by your manager to research and prepare a report on how new Customer Value can be created andexisting Customer Value canbeadvanced in the organisation. In writing this report, focus on value received by customers in terms of Cost, Time, Place, Form, Experience, Performanceand Problem Solving. Your report should cover at least the following components: l

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Define Customer Value and brieflyoutline each ofthe elements of Customer Value(cost, time, place, form, experience, performance and problem solving) Outline how each of thesevalue propositionsrelate (or do not relate) to your brand's (i.e. youremployer's) customers Define your brand's core service and discuss whichvalue propositions are dominant inyour brand'score service Discuss which value propositions may be built into your brand'ssupplementary services Outline how value may be added or created via robust customer research Outline how technologycontributes to the firm's value offering Write recommendations in order of importance that your manager would take into the presentation

Your manager intends to use your report to help prepare a verbal presentation for the firm's foundersat an upcoming strategic meeting. This assessment is about developing a report that your manager can use to assist in developing a power point presentation at an upcoming strategic meeting. Your manager is obviously time-poor and needs you to conduct the underlying research and write a report that will lead to a strong and engaging presentation.  You are expected to research the topics outlined, sourcingat leastseven strong references that are relevant to this topic. There is no one specific answer to this topic and your report will be strongly directed by the references that you source as well as your personal insights in connecting the topic material to the brand. Your manager will be expecting a report that's highly relevant to the topic, well-structured and clearly written. Your manager would like to draw from your report to structure a strong 10 - 15 minute verbal presentation that will engage the firm's two executive founders. The grading of your report will be based on a rubric (see appendix 1). Please refer to the rubric when preparing your report.In regards to this task, note the following: l

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Your submission should be carefully planned prior to starting writing to ensure relevance to the topic and good sequencing of ideas. You are expected to consult at least 7 recent, high-quality journal articles on this topic as well asany other sources that you believe are relevant and authoritative. The work should be correctly referenced throughout the document (Chicago protocol). A list of references should appear at the end of the document (Chicago protocol). Your writing should be structured under appropriate headings and sub-headings. Appropriate use of paragraphs should be evident throughout the document.

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l l l l

Avoid vague or sweeping statements. Ensure that there’s a logical flow throughout the document. Do not write in the first person (Don’t use “I”, “we” or “us” ). Edit your work thoroughly before submission.

L ength requirement: The report should be no longer than 10 pages (1.5 spacing, 11 font), but this limit EXCLUDES contents list, cover page, references and appendices.

Submission: Via turnitin by Friday 5pm, week 5  2.

ONLINE TESTS: There are TWO online multiple choice tests set during the semester (Week 6 and Week 10), each worth 15% of your final grade. You have one chance to complete the test during the week in which the test is made available. Please take special note of the time on which the test will be made available on black board. Each test comprises 30 multiple choice questions and is to be completed within 20 minutes. Both tests are open-book assessments and you may refer to your textbook and notes during the test sessions. However,take careful notethat these are challenging assessments that require a thorough knowledge of the unit material being tested. If you need to refer to the textbook or notes often, you will run out of time and fail to complete the test. You will be given your grade immediately after completing the test, regardless of whether all questions have been answered.

3.

GROUP PROJECT: This is a group assessment in which groups ofno more than 4 membersare expected to: 1. Source a services firm that is willing to act as your client (have at least one option in place by week 2 class tutorial/workshop). l

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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 hard for you to make a meaningful contribution. Examples of service firms that you may approach include: a café, restaurant, landscaper, medical or wellness practitioner, hair salon, electrician, travel agent, gym, nail bar, sporting club or any other business where the service element is astrongcomponent of the product offering. Vote for a leader within your group. The group should acknowledge that the leader will monitor each member’s contribution to the strategic component of the plan which is awarded a group mark. If any member of the group makes no contribution to the ‘group’ task, the leader should bring this to the attention of the tutor and that member (or those members) may be awarded no marks for that section of the plan. 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 ideally do some basic customer research, if the client approves. 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 potential client.

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MKTG3006 Services Marketing Charles Telfair Inst Mauritius 24 Feb 2018 School of Marketing, Curtin Business School (CBS)

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2. Prepare and package a PRACTICAL services marketing plan that gives your client relevant and insightful strategic input that can be affordably implemented into their business. l

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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. You should visit the firm at least once and, with permission from management, take photographs of the service environment. Within the analysis of the competitive environment, propose and justify a positioning for your client’s service firm and develop a realistic marketing strategy to evidence and support this positioning. Demonstrate critical thinking, develop carefully considered solutions and practical strategic direction. Justify any suggestions you make and ensure they are realistic within this service context. Ensure that the report is written with clarity and that there is co-ordination and consistency across the sections. As with any good business report, include a cover page, executive summary, table of contents and a reference list. 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. Be careful to give recommendations for the future only in the Strategy section of the plan (“Service Marketing Strategies”). All other sections preceding the strategy section set out what the business is currently doing. 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. 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.

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3. Submit the report by Friday 5pm in week 12 via turnitin. l l l

The plan should not exceed 35 pages (1.5 spacing; 11-font) excluding the appendix. Additional information can be provided in the appendix. Very important: Whoever submits the Client Report via turnitin should indicate ON THE FRONT PAGE OF THE REPORT which members are responsible for each component (except the Strategy sectionwhich is graded as a group effort.)

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4. Marking Guide The marking guide for the Client Report is shown in appendix 2B of this Unit Outline. The suggested bullet points shown in the marking guide arenota list that you should reproduce verbatim as headings. They are intended to provoke your thinking on those areas that may be appropriate to each topic heading. You can extend your discussion to additional areas that you think may be relevant to your client.

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Your grade for the client report is made up of 3 components: 1. Each student is expected to present on the weekly tutorial activity TWICE during the semester and this will contribute 20 marks (10 marks for each presentation) to your Client Report grade (see Appendix 2A of this unit outline for the marking guide). 2. In your group, divide the INDIVIDUAL components of the client report equally (or as close to equal as you can based on the available marks for each component) among the group members. The group leader has the final say. Each member is awarded a mark out of 60 for those components in the report that he or she completes ind...