• Class Number 8688
  • 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, manage 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. By completing this course, students will: Appreciate the challenges facing the services marketing in traditional commercial marketing, e-marketing and non commercial environments; Appreciate the difference between marketing physical products and intangible services, including dealing with the extended services marketing mix, and the four unique traits of services marketing; Recognise the challenges faced in services delivery as outlined in the services gap model; Develop professional business writing skills

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.

Field Trips



Additional Course Costs

There may be costs involved in the experience, sampling and research of the services marketing product. Students are advised to consider their product choice according to their personal needs, wants and financial means. The course can be completed without additional cost by finding a free service to use as the case material for the assignment.

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


Staff Feedback

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

  • Written comments
  • Verbal comments
  • Astrology readings
  • Feedback to the whole class,
  • Tarot Readings
  • Feedback to assessment groups, or individuals, via Turnitin.

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.

Class Schedule

Week/Session Summary of Activities Assessment
1 Chapter 1. An Introduction to Services Chapter 2. The Service Sector: Supersectors and Ethical Considerations.
2 Chapter 3. Fundamental Differences between Goods and Services.
3 Chapter 4 Services Consumer Behavior. Theory Paper due
4 Chapter 5 The Service Delivery Process.
5 Chapter 6 The Pricing of Services.
6 Chapter 7 Developing the Service Communication Strategy. Critique Proposal due
7 Chapter 8 Managing the Firm’s Physical Evidence.
8 Chapter 9. People as Strategy: Managing Service Employees
9 Chapter 10. People as Strategy: Managing Service Consumers.
10 Chapter 11. Defining and Measuring Customer Satisfaction. Chapter 12. Defining and Measuring Service Quality.
11 Chapter 13. Complaint & Service Recovery Management. Chapter 14. Customer Loyalty & Retention.
12 Chapter 15 Critique in Application due

Tutorial Registration


Assessment Summary

Assessment task Value Due Date Return of assessment Learning Outcomes
Theory Paper 20 % 09/08/2019 23/08/2019 1
Critique Proposal 40 % 30/08/2019 13/09/2019 2,4
Critique in Application 40 % 25/10/2019 28/11/2019 3,4

* 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.



Assessment Task 1

Value: 20 %
Due Date: 09/08/2019
Return of Assessment: 23/08/2019
Learning Outcomes: 1

Theory Paper

Services marketing is a complex field of marketing, with a range of context-specific challenges, evolving theory, and emerging topics of interest. For this paper, students are invited to address the following topic in a short academic essay: "Where to from here? How does Service Dominant Logic influence the delivery of Services Marketing Practice?"

Due date: Friday, Week 3, 23:59:00.

Form of submission:Must be through Turnitin

Length: 1000 words (+/-10%)

Return of Assessment: No later than two weeks after submission, as per ANU Policy

Assessment Task 2

Value: 40 %
Due Date: 30/08/2019
Return of Assessment: 13/09/2019
Learning Outcomes: 2,4

Critique Proposal

Services marketing is an applied field, and students will be asked to present a proposal of a Services Marketing Product that will be the subject of the Services Marketing Critique. Participants need to outline the services marketing product using services marketing theory, and an overview of the practicality of the product. The product must be a real world product, located in Canberra, and one which the students either have access to as a customer or as a service provider. The Proposal will also overview and outline the three major services marketing theory that the students believe to be most likely to be valuable to apply in their critique assignment. This paper is a mixture of theory and practice, and is an individual task.

Individual task: Students who wish to work in a group in Task 3 must present unique and independently written Critique Proposals. Failure to do so will result in harsh mockery, and a requirement to undertake the final task as individuals.

Due date: Friday, Week 6, 23:59:00.

Form of submission:Must be through Turnitin

Length: 2000 words (+/-10%)

Return of Assessment: No later than two weeks after submission

Assessment Task 3

Value: 40 %
Due Date: 25/10/2019
Return of Assessment: 28/11/2019
Learning Outcomes: 3,4

Critique in Application

Group Assessment

Due date: Friday Week 12

Form of submission: Must be through Turnitin

Overview: Using one or more of the theoretical frameworks outlined in Paper 2, apply these processes to the critique of the existing real world services product outlined in the Critique Proposal. Explain how the services provider is making use of the services marketing mix, and in what areas this is being performed well, and/or what areas could be improved.

Individual or Group task: Students who wish to work in a group in Task 3 must draw on one or more of the Individual Task papers of their group.

Due date: Friday, Week 12, 23:59:00.

Form of submission:Must be through Turnitin

Length: 2000 words (+/-10%)

Return of Assessment: After semester.

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

For some forms of assessment (hand written assignments, art works, laboratory notes, etc.) hard copy submission is appropriate when approved by the Associate Dean (Education). Hard copy submissions must utilise the Assignment Cover Sheet. Please keep a copy of tasks completed for your records.

Late Submission

No submission of assessment tasks without an extension after the due date will be permitted. If an assessment task is not submitted by the due date, a mark of 0 will be awarded.

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 returned through Turnitin.

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

Not required. One shot, one grade. No re do.

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
02 6125 4516

Research Interests

Services Marketing, Lego Serious Play

Dr Stephen Dann

Monday 16:00 18:00
Monday 16:00 18:00
Dr Stephen Dann

Research Interests

Dr Stephen Dann

Monday 16:00 18:00
Monday 16:00 18:00

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