• Class Number 8429
  • Term Code 2960
  • Class Info
  • Unit Value 6 units
  • Mode of Delivery In Person
    • Dr Stephen Dann
    • Dr Stephen Dann
  • Class Dates
  • Class Start Date 22/07/2019
  • Class End Date 25/10/2019
  • Census Date 31/08/2019
  • Last Date to Enrol 29/07/2019
SELT Survey Results

The need for specialised skills in Services Marketing has grown in recognition of the important role of services in advanced economies. This course addresses the essential nature of services and the role of service quality. Employees' role in service delivery and the emotional load for service workers form an important focus of the course. Service sector firms face increased competition and more demanding customers.  Marketers need to develop a distinct set of competencies to design, mange and evaluate the processes and performances that comprise the service offering.

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Define, explain and illustrate services marketing concepts, including the services marketing mix, and their application to profit oriented and non-profit service delivery;

2. Synthesize and relate theory from a range of academic sources to services marketing conceptual frameworks.

3. Consider the key elements underpinning the design, planning and implementation of services marketing plans and strategies;

4. Critically evaluate case studies, identifying and analysing problems and then making recommendations for practical implementation;

5. Communicate effectively, individually and in teams, in oral presentation and written forms using the concepts and terminology of the marketing discipline.

Research-Led Teaching

The educational philosophy of ANU is that students are part of a community of scholars. An ANU education will engage students and stretch them intellectually, encouraging them to question the norms – to ask “why” not only “how” and to discover through their own research. This subject encourages engagement with the academic literature on services marketing, and technique training to develop skills for synthesizing a divergent ideas into a single unified argument.

Additional Course Costs

No additional costs are expected. Any overwhelming urge to sample service marketing environments such as theme parks, boutique bars and snazzy little underground jazz clubs are purely coincidental and not a requirement of the course.

Examination Material or equipment

Examination information will be available closer to the examination period at https://exams.anu.edu.au/timetable/. Details of the exam will be provided in class.

Required Resources

Services Marketing Concepts, Strategies & Cases,

Author: Hoffman/Bateson - ©2017

Publisher: Cengage

Edition: 5

ISBN: 1-285-42978-8

Availability: Online text & reserve loan collection in ANU Library

Price: 74.95


Image for 9781285429786 from CengageAU


It's a virtual product to provide a lived experience of working with an intangible product over the course of the semester.

Staff Feedback

Students will be given feedback in the following forms in this course:

  • Written comments
  • Verbal comments
  • Feedback to the whole class,
  • Feedback to individuals via Turnitin, inclusive of the use of QuickMarks and/or Voice Feedback and/or Rubrics.
  • Feedback via the Oracle of Delphi

Student Feedback

ANU is committed to the demonstration of educational excellence and regularly seeks feedback from students. Students are encouraged to offer feedback directly to their Course Convener or through their College and Course representatives (if applicable). The feedback given in these surveys is anonymous and provides the Colleges, University Education Committee and Academic Board with opportunities to recognise excellent teaching, and opportunities for improvement. The Surveys and Evaluation website provides more information on student surveys at ANU and reports on the feedback provided on ANU courses.

Other Information

The course is a mixed mode, flipped classroom with a face to face component, an online element, and a multipathway stream design that allows for self selection of the learning experience through coproduction and cocreation of value. We live the marketing theory as we learn it, and it's meta, messy, and experiential in nature, because that's what marketing is all about - the customer experience.

Class Schedule

Week/Session Summary of Activities Assessment
1 Chapter 1. An Introduction to Services and Chapter 2. The Service Sector: Supersectors and Ethical Considerations.
2 Chapter 3. Fundamental Differences between Goods and Services.
3 Chapter 4. Services Consumer Behavior.
4 Chapter 5. The Service Delivery Process. MKTG2023 - Assessment Task 1: Services Marketing Problem
5 Chapter 6. The Pricing of Services.
6 Chapter 7. Developing the Service Communication Strategy.
7 Chapter 8. Managing the Firm’s Physical Evidence.
8 Chapter 9. People as Strategy: Managing Service Employees and Chapter 10. People as Strategy: Managing Service Consumers.
9 Chapter 11. Defining and Measuring Customer Satisfaction. MKTG2023 Assessment Task 2: Services Marketing Solution
10 Chapter 12. Defining and Measuring Service Quality.
11 Chapter 13. Complaint & Service Recovery Management.
12 Chapter 14. Customer Loyalty & Retention.

Tutorial Registration


Assessment Summary

Assessment task Value Due Date Return of assessment Learning Outcomes
MKTG2023 - Assessment Task 1: Services Marketing Problem 30 % 16/08/2019 30/08/2019 1
MKTG2023 Assessment Task 2: Services Marketing Solution 30 % 04/10/2019 18/10/2019 2,3
Final Exam 40 % 31/10/2019 28/11/2019 2,4

* If the Due Date and Return of Assessment date are blank, see the Assessment Tab for specific Assessment Task details


ANU has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University’s academic standards, and implement them. Students are expected to have read the Academic Misconduct Rule before the commencement of their course. Other key policies and guidelines include:

Assessment Requirements

The ANU is using Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. For additional information regarding Turnitin please visit the ANU Online website Students may choose not to submit assessment items through Turnitin. In this instance you will be required to submit, alongside the assessment item itself, hard copies of all references included in the assessment item.

Moderation of Assessment

Marks that are allocated during Semester are to be considered provisional until formalised by the College examiners meeting at the end of each Semester. If appropriate, some moderation of marks might be applied prior to final results being released.


If you want to attend you can, and if you do attend, you can participate. The whole course is based on customer cocreation of value, so you need to put contributions into the process to get value out, because that's how Services Marketing works in practice, and this course is a pragmatic application of theory to the classroom experience.


Examination information will be available closer to the examination period at https://exams.anu.edu.au/timetable/

Assessment Task 1

Value: 30 %
Due Date: 16/08/2019
Return of Assessment: 30/08/2019
Learning Outcomes: 1

MKTG2023 - Assessment Task 1: Services Marketing Problem

Details of task: This is part 1 of the assignment project for this semester. In this part, you will overview, outline and detail a commercial marketing problem that can be resolved through the application of services marketing theory.

Task Activity

·        Identify a commercial marketing problem: You will provide an analysis of the problem,

·        Identify a two distinct possible uses of services marketing: Express two distinct suggestions as to how Services Marketing theory can be used as the basis for a solution,

·        Specify and select a different single, specific, narrow and clearly defined target audience for each of the services marketing solution.

You are establishing your essay topic for the second assignment in this paper. You will be required to use one of your solutions, and the associated target market, as the foundation of the second assignment.


All decisions, including the selection of the single, specific, narrowly defined target market, must be justified with reference to relevant contemporary theory and practice.

Due:Submissions close, Friday, Week 4, 5PM, via Turnitin.

As per ANU policy, at least one assessment feedback returned before 50% of teaching period elapses, and this item will be that feedback opportunity.

Length: Approximately 2000 words +/-10%

This is an individual task. Students are required to submit individual assignments, even if they intend to team up for the sequel. Any students who submit a group assignment for this task will disqualify themselves from the collaborative second project, and must complete that task individually.

Additional detail will be provided is provided on the Wattle site.

Assessment Task 2

Value: 30 %
Due Date: 04/10/2019
Return of Assessment: 18/10/2019
Learning Outcomes: 2,3

MKTG2023 Assessment Task 2: Services Marketing Solution

MKTG2023 - Assessment Task 2: Services Marketing Solution

Details of task: This is the sequel, and extension, of the Services Marketing Problem paper.

To answer Task 2, you need to revisit your first assignment. Select which of the two Services Marketing Problems and their associated Services Marketing Target Markets you will now focus on for this assignment If you are working now in a group, select ONE of the solutions and target market raised by one of the group members papers.

Using one services marketing problem, and the associated target market, outline a commercial services marketing solution to that specific problem in the form of a services marketing value offer for that specific target market.

Use services marketing theory and frameworks to map out the following:

·        The services marketing value offer

·        How that value offer will meet the needs of the target market, as explained through the use of the services marketing mix and the use of ONE of the major service planning models covered in the textbook.

The paper should feature the use of one at least one of the major services planning models (SERVQUAL, Servuction, Service Blue Print or another model of the student’s choice) as part of the discussion as to how the service value offer will meet the needs of the market.

This activity will provide the opportunity to deliver a practical paper informed and supported by theory.

Due: Friday, Week 9, 5pm via Turnitin

Length: 2000 words

Additional detail is provided on the Wattle site.

The assessment will include a statement of individual contribution to the final assessment piece.

Note: This is a Group optional essay. Groups consist of between 1 and 4 students. Any students who expended their group work token on the first assignment will be required to submit individual assignments for this task.  

Assessment Task 3

Value: 40 %
Due Date: 31/10/2019
Return of Assessment: 28/11/2019
Learning Outcomes: 2,4

Final Exam

Format: Closed book, (mostly) unseen


  • Part A: One compulsory question worth 20%. Everyone takes on this question
  • This draws on both assignments, and has an emphasis on the application of services marketing theory influence by your personal experience of the semester's work of studying how to use services marketing for commercial success. Prepare accordingly.
  • Part B: Two questions from a choice of three. Each question is worth 10%. If you do three questions, all three are marked, and the lowest two scores are recorded to your total. Broad topic areas are going to be:
  • Services marketing segmentation (Essay 1)
  • Value offers and creating value in services (Essay 2)
  • Applying the Servuction Model (whole of course)

Due: Exam period

Length: 2 hours.


1.   The exam is an opportunity to close out the semester on a high note with style, grace and confident essay writing. It will be the third assessment task for the semester, and will allow an opportunity for you to reuse references, theory, ideas and examples from your two previous essays

The ANU Examinations Office will communicate all examination details directly to students

Academic Integrity

Academic integrity is a core part of our culture as a community of scholars. At its heart, academic integrity is about behaving ethically. This means that all members of the community commit to honest and responsible scholarly practice and to upholding these values with respect and fairness. The Australian National University commits to embedding the values of academic integrity in our teaching and learning. We ensure that all members of our community understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. The ANU expects staff and students to uphold high standards of academic integrity and act ethically and honestly, to ensure the quality and value of the qualification that you will graduate with. The University has policies and procedures in place to promote academic integrity and manage academic misconduct. Visit the following Academic honesty & plagiarism website for more information about academic integrity and what the ANU considers academic misconduct. The ANU offers a number of services to assist students with their assignments, examinations, and other learning activities. The Academic Skills and Learning Centre offers a number of workshops and seminars that you may find useful for your studies.

Online Submission

The ANU uses Turnitin to enhance student citation and referencing techniques, and to assess assignment submissions as a component of the University's approach to managing Academic Integrity. While the use of Turnitin is not mandatory, the ANU highly recommends Turnitin is used by both teaching staff and students. For additional information regarding Turnitin please visit the ANU Online website.

Hardcopy Submission

No hard copy submissions will be accepted.

Late Submission

Late submission of assessment tasks without an extension are penalised at the rate of 5% of the possible marks available per working day or part thereof. Late submission of assessment tasks is not accepted after 10 working days after the due date, or on or after the date specified in the course outline for the return of the assessment item.

All requests for extensions to assessment in RSM courses must be submitted to the RSM School Office with a completed application form and supporting documentation. The RSM Extension Application Form and further information on this process can be found at https://www.rsm.anu.edu.au/education/education-programs/notices-for-students/extension-application-procedure/

Referencing Requirements

Accepted academic practice for referencing sources that you use in presentations can be found via the links on the Wattle site, under the file named “ANU and College Policies, Program Information, Student Support Services and Assessment”. Alternatively, you can seek help through the Students Learning Development website.

Returning Assignments

Assignments will be marked as soon as possible within the 14 day period after submission, and released on or before the indicated return date.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure The Course Convener may grant extensions for assessment pieces that are not examinations or take-home examinations. If you need an extension, you must request an extension in writing on or before the due date. If you have documented and appropriate medical evidence that demonstrates you were not able to request an extension on or before the due date, you may be able to request it after the due date.

Resubmission of Assignments

No resubmission is expected or required.

Privacy Notice

The ANU has made a number of third party, online, databases available for students to use. Use of each online database is conditional on student end users first agreeing to the database licensor’s terms of service and/or privacy policy. Students should read these carefully. In some cases student end users will be required to register an account with the database licensor and submit personal information, including their: first name; last name; ANU email address; and other information. In cases where student end users are asked to submit ‘content’ to a database, such as an assignment or short answers, the database licensor may only use the student’s ‘content’ in accordance with the terms of service — including any (copyright) licence the student grants to the database licensor. Any personal information or content a student submits may be stored by the licensor, potentially offshore, and will be used to process the database service in accordance with the licensors terms of service and/or privacy policy. If any student chooses not to agree to the database licensor’s terms of service or privacy policy, the student will not be able to access and use the database. In these circumstances students should contact their lecturer to enquire about alternative arrangements that are available.

Distribution of grades policy

Academic Quality Assurance Committee monitors the performance of students, including attrition, further study and employment rates and grade distribution, and College reports on quality assurance processes for assessment activities, including alignment with national and international disciplinary and interdisciplinary standards, as well as qualification type learning outcomes. Since first semester 1994, ANU uses a grading scale for all courses. This grading scale is used by all academic areas of the University.

Support for students

The University offers students support through several different services. You may contact the services listed below directly or seek advice from your Course Convener, Student Administrators, or your College and Course representatives (if applicable).
Dr Stephen Dann

Research Interests

Services Marketing, Lego Serious Play.

Dr Stephen Dann

Monday 16:00 18:00
Dr Stephen Dann

Research Interests

Dr Stephen Dann

Monday 16:00 18:00

Responsible Officer: Registrar, Student Administration / Page Contact: Website Administrator / Frequently Asked Questions