• Class Number 8070
  • Term Code 3060
  • Class Info
  • Unit Value 6 units
  • Mode of Delivery In Person
    • Dr Julie Francis
    • Dr Julie Francis
  • Class Dates
  • Class Start Date 27/07/2020
  • Class End Date 30/10/2020
  • Census Date 31/08/2020
  • Last Date to Enrol 03/08/2020
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

This course draws insights from scholarly research, industry publications, case studies, and market analyses. Students are able to develop and apply their understanding of the content through assessments that link research and practice. 

Field Trips

This class does not have field trips.

Additional Course Costs

This class does not have additional costs.

Examination Material or equipment

This class does not include an examination. 

Required Resources

Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (2018), Services Marketing: Integrating Customer Focus across the Firm, 7th ed. McGraw-Hill: Boston



ISBN: 9781309098370

Publisher’s link: https://www.mheducation.com.au/ebook-services-marketing-integrating-customer-across-the-firm-7e-9781309098370-aus  

Cost: approx. $60.00


Print Edition

ISBN: 9780078112102

Publisher’s Link: https://www.mheducation.com.au/services-marketing-integrating-customer-focus-across-the-firm-9780078112102-aus-group  

Cost: approx. $200


Pre-Used and Earlier Editions

Pre-used copies of the text are likely to be available online and from second-hand book stores because this text is used widely and the previous editions (e.g., the 6th edition published in 2013) are reasonably similar.



The current edition (7th Ed.) is available for short loan as an ebook and the previous edition (6th Ed.) is available in print for two-day loan.

The lectures include insights from various marketing journals, industry magazines, and business media. The references will be on the lecture slides and students are encouraged to access those sources for full details. The key sources for such insights include the following.  


Academic journals that are particularly relevant include;

·       Journal of Services Marketing

·       Journal of Service Management

·       Journal of Service Research

·       Managing Service Quality


For contemporary issues and examples, the following sources are particularly relevant;

·       ABC Business News https://www.abc.net.au/news/business/

·       Harvard Business Review https://hbr.org/

·       Marketing Week https://www.marketingweek.com/

·       The Conversation https://theconversation.com/au/business

Staff Feedback

Students will receive written and verbal feedback in the following forms:

·       Feedback to the whole class, groups, and individuals during class discussions and consultations

·       Feedback on marked assessments, including descriptive marking rubrics, quickmarks, and written comments

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

Learning Outcomes

1. By completing this course, students will:

a.     Appreciate the challenges facing the services marketing in traditional commercial marketing, e-marketing and non-commercial environments,

b.     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,

c.     Recognise the challenges faced in services delivery as outlined in the services gap model,

d.     Develop professional business writing skills

Class Schedule

Week/Session Summary of Activities Assessment
1 Part 1: Foundations Introduction to Services and MKTG2023 (Ch. 1 & 2)
2 Nature of Services and Gaps Model (Ch. 1 & 2) Workshop: Continuous Assessments Tasks (CAT)
3 Part 2: Customer Experience Customer Behaviour and Expectations (Ch. 3) CAT 1 due Monday 10.00am
4 Customer Perceptions (Ch. 4) Workshop: Critical Incident Report
5 Part 3: Customer Requirements Listening to Customers (Ch. 5) CAT 2 due Monday 10.00am
6 Relationships and Recovery (Ch. 6 & 7) Workshop: Blueprint Project Critical Incident Report due Friday 4.00pm
7 Part 4: Service Design Innovation and Design (Ch. 8) Workshop: Blueprint Project
8 Service Standards and the Servicescape (Ch. 9 & 10) CAT 3 due Monday 10.00am
9 Part 5: Service Delivery Employee and Customer Roles (Ch. 11 & 12)
10 Managing Demand and Capacity (Ch. 13) Blueprint Project Video due Friday 4.00pm
11 Blueprint Project Videos and Peer Feedback Activity
12 Part 6: Service Promises Service Communications and Pricing (Ch. 14 & 15) CAT 4 due Monday 10.00am Blueprint Project Report due Friday 4.00pm

Tutorial Registration

Further details about the structure and teaching activities for this course will be available on the course Wattle site by the start of Week 1.

Assessment Summary

Assessment task Value Due Date Return of assessment Learning Outcomes
Continuous Assessment Task (CAT) 40 % 10/08/2020 09/11/2020 1
Critical Incident Report 30 % 04/09/2020 21/09/2020 1
Blueprint Project Video 10 % 16/10/2020 30/10/2020 1
Blueprint Project Report 20 % 30/10/2020 03/12/2020 1

* 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 Academic Integrity . In rare cases where online submission using Turnitin software is not technically possible; or where not using Turnitin software has been justified by the Course Convener and approved by the Associate Dean (Education) on the basis of the teaching model being employed; students shall submit assessment online via ‘Wattle’ outside of Turnitin, or failing that in hard copy, or through a combination of submission methods as approved by the Associate Dean (Education). The submission method is detailed below.

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.


Preparation for, and participation in, online classes is encouraged to support the intended learning experience and outcomes.


This class does not include an examination.

Assessment Task 1

Value: 40 %
Due Date: 10/08/2020
Return of Assessment: 09/11/2020
Learning Outcomes: 1

Continuous Assessment Task (CAT)

Worth: 40%

Linked Course Learning Outcomes: 1a, 1b, 1c, 1d

Type: Individual

Format: 4 x 400 word short tasks

Submission: via Turnitin

Due: Monday 10.00am of Weeks 3, 5, 8 and 12



The Continuous Assessment Task (CAT) supports progressive learning and feedback across the semester. The assessment comprises 4 short tasks worth 10% each (total 40%). For each task, a set of questions is assigned in the topic before the due week. Students answer the questions individually and submit their work via Turnitin by Monday 10.00am of the due week.


Task answers are discussed in the class that follows the submission due date. For each short task, students receive an overall mark out of 10 and a completed marking rubric with grade descriptors (within two weeks). Notably, though, the most timely and detailed feedback is obtained by engaging with the class discussion and peer feedback.


Further information, including a detailed assessment guide, the marking rubric, and various learning resources, will be on Wattle no later than Week 1. A workshop for this assessment is scheduled for Week 2. 


Note: Late submissions are not accepted for this assessment because answers are discussed in the class that follows the submission due date. 

Assessment Task 2

Value: 30 %
Due Date: 04/09/2020
Return of Assessment: 21/09/2020
Learning Outcomes: 1

Critical Incident Report

Worth: 30%

Linked Course Learning Outcomes: 1c, 1d

Type: Individual

Format: 1500 words

Submission: via Turnitin

Due: Friday 4.00pm Week 6

Return: Two weeks after submission



The Critical Incident Report involves describing, analysing, and reflecting on two distinct service encounters. Students describe two service encounters from their real-life experience as a customer (one satisfying and one dissatisfying), analyse the encounters as a services marketing scholar, and reflect on the insights they will apply in the business world. This assessment draws from the critical incident technique that is widely used in services research.   


Further information, including a detailed assessment guide, the types of service encounters from which to select, the marking rubric, and various learning resources, will be on Wattle no later than Week 2. A workshop for this assessment is scheduled for Week 4. 

Assessment Task 3

Value: 10 %
Due Date: 16/10/2020
Return of Assessment: 30/10/2020
Learning Outcomes: 1

Blueprint Project Video

Worth: 10%

Linked Course Learning Outcomes: 1a, 1b, 1c

Type: Group

Format: 10 minute narrated PowerPoint video plus handout

Submission: via Wattle

Due: Friday 4.00pm Week 10

Return: Within two weeks of submission



The Blueprint Project Video (assessment 3) is linked to the Blueprint Project Report (assessment 4).


The Blueprint Project involves developing, describing, and analysing a detailed service blueprint of a real service provider. This includes developing a service blueprint diagram and visually capturing key aspects of the servicescape; describing the service process and potential failpoints; and analysing the service system to determine strengths, weaknesses, and suggestions for improvements. This assessment draws from the service blueprinting technique used for service innovation and management.   


For the Video stage of the project (due Week 10), groups submit a narrated PowerPoint video and handout of their work ‘in progress’. These submissions are shared with the class via Wattle as part of a formative peer feedback activity (Week 11). For the Report stage (due Week 12), groups clarify, extend, and finalise the project details in a written report.


Groups should comprise 4-5 five members and register online no later than Week 6. Further information, including a detailed assessment guide, how to form groups, the types of services from which to select, the marking rubric, peer evaluation, and various learning resources, will be on Wattle no later than Week 4. Workshops are scheduled for this assessment in Week 6 and 7.

Assessment Task 4

Value: 20 %
Due Date: 30/10/2020
Return of Assessment: 03/12/2020
Learning Outcomes: 1

Blueprint Project Report

Worth: 20%

Linked Course Learning Outcomes: 1a, 1b, 1c, 1d

Type: Group

Format: 3000 word written report

Submission: via Turnitin

Due: Friday 4.00pm Week 12

Return: With release of final grades



The Blueprint Project Report (assessment 4) is linked to the Blueprint Project Video (assessment 3). See description of the Blueprint Project Video above for the project details. 

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. At its heart, academic integrity is about behaving ethically, committing to honest and responsible scholarly practice and upholding these values with respect and fairness.

The ANU commits to assisting all members of our community to 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 be familiar with the academic integrity principle and Academic Misconduct Rule, 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 Academic Misconduct Rule is in place to promote academic integrity and manage academic misconduct. Very minor breaches of the academic integrity principle may result in a reduction of marks of up to 10% of the total marks available for the assessment. The ANU offers a number of online and in person services to assist students with their assignments, examinations, and other learning activities. Visit the Academic Skills website for more information about academic integrity, your responsibilities and for assistance with your assignments, writing skills and study.

Online Submission

You will be required to electronically sign a declaration as part of the submission of your assignment. Please keep a copy of the assignment for your records. Unless an exemption has been approved by the Associate Dean (Education) submission must be through Turnitin.

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

Late submissions for the Continuous Assessment Tasks are not permitted because answers are discussed in the class that follows the submission due date.  


For other assessments, all requests for extensions 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/


Where late submissions are permitted but an RSM extension has not been approved, late submissions are penalised at a rate of 5% of the possible mark per day or part thereof. Late submissions are not accepted 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.

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

See assessment details for return dates.

Extensions and Penalties

Extensions and late submission of assessment pieces are covered by the Student Assessment (Coursework) Policy and Procedure. Extensions may be granted 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

Resubmissions are permitted up until the due date and time but are not permitted thereafter.

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 Julie Francis
6125 3042

Research Interests

Sustainable and socially responsible consumer behaviour

Anti-consumption and consumer resistance

Volunteering and non-profit marketing

Construct measurement

Dr Julie Francis

By Appointment
Dr Julie Francis
6125 3042

Research Interests

Dr Julie Francis

By Appointment

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