• Class Number 7276
  • Term Code 3160
  • Class Info
  • Unit Value 6 units
  • Mode of Delivery In Person
    • Dr Hamish Simmonds
    • Dr Hamish Simmonds
    • Dr Julie Francis
  • Class Dates
  • Class Start Date 26/07/2021
  • Class End Date 29/10/2021
  • Census Date 14/09/2021
  • Last Date to Enrol 02/08/2021
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

This course is taught in dual delivery mode for lectures and online mode for the workshops.

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

Bruhn, M./Georgi, D. (2006), Services Marketing, Managing the Service Value Chain, Prentice Hall / Pearson.

A note from Sabine: I'm fully aware that this book is not published recently. In my view and terms of theory, it is still the best services marketing book around. It is much more compressed and hence shorter and more manageable for one module. The book is the foundation for many of the models, the slides will additionally contain recent findings and examples.

Print Edition

ISBN 10: 0273681575  ISBN 13: 9780273681571

Pre-Used and Earlier Editions

The good thing about the age of this book is, that there are plenty of very affordable used versions around.



Copies of the book are to be made available in the library.


If you like to read something more recent or have to revert to another book for availability reasons I recommend the book from

Jochen Wirtz and Christopher Lovelock (2016), Services Marketing: People, Technology, Strategy, 8th ed.,

Print Edition

ISBN 9781944659004 (hardcover), 9781944659011(paperback).

PDF made available by the Author: https://www.academia.edu/23256758/Services_Marketing_People_Technology_Strategy_8th_edition



We will indicate the relevant Chapters for each week's content.

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

·      Journal of Service Theory and Practice (previously Managing Service Quality)

Academic journals can be accessed via the ANU library: https://anulib-anu-edu-au.virtual.anu.edu.au/


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.

Class Schedule

Week/Session Summary of Activities Assessment
1 Week 1: Foundations Characterising services and relevance of services Bruhn/Georgi, services marketing, chapter 1 & 2
2 Week 2: Creating value propositions for services Bruhn/Georgi, services marketing, chapter 5 Workshop: Continuous Assessments Tasks (CAT 1)
3 Week 3: Determining prices for services Bruhn/Georgi, services marketing, chapter 6 CAT 1 due Monday 10.00am
4 Week 4: Communicating with service customers Bruhn/Georgi, services marketing, chapter 8 Workshop: Service Transformation Report
5 Week 5: Managing places and channels for service delivery Bruhn/Georgi, services marketing, chapter 7 CAT 2 due Monday 10.00am
6 Week 6: Designing physical facilities Bruhn/Georgi, services marketing, chapter 9 Service Transformation Report - due Friday 4.00pm
7 Week 7: Managing services processes Bruhn/Georgi, services marketing, chapter 1-4 Workshop: Blueprint Project
8 Week 8: Managing people and encounters in services Bruhn/Georgi, services marketing, chapter 9 CAT 3 due Monday 10.00am
9 Week 9: Customer expectations and satisfaction Bruhn/Georgi, services marketing, chapter 2 & 3
10 Week 10: Service quality Bruhn/Georgi, services marketing, chapter 2 Blueprint Project Presentation due Friday 4.00pm Week 10
11 Week 11: Relationship Management for services Bruhn/Georgi, services marketing, chapter 3 & 4
12 Week 12: Service recovery management Bruhn/Georgi, services marketing, chapter 3 & 4

Tutorial Registration

Further details about the structure and teaching activities for this course will be available on the course Wattle site by 0 week.

Assessment Summary

Assessment task Value Due Date Return of assessment Learning Outcomes
Continuous Assessment Task (CAT) 30 % * * 1,2,5
Service Transformation Report 30 % 03/09/2021 19/09/2021 1,3,4,5
Blueprint Project Presentation 10 % 15/10/2021 29/10/2021 2,3,4,5
Blueprint Project Report 30 % 04/11/2021 02/12/2021 2,3,4,5

* 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, classes is encouraged to support the intended learning experience and outcomes. Students should prepare to actively engage in seminars/tutorials and discuss concepts and case examples.


This class does not include an examination.

Assessment Task 1

Value: 30 %
Learning Outcomes: 1,2,5

Continuous Assessment Task (CAT)

Worth: 30%

Linked Course Learning Outcomes: 1, 2, 5

Type: Individual

Format: 3 x 400 word short tasks

Submission: via Turnitin

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



The Continuous Assessment Task (CAT) supports progressive learning and feedback across the semester. The assessment comprises 3 short tasks worth 10% each (total 30%). 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. 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 Week 1.


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: 03/09/2021
Return of Assessment: 19/09/2021
Learning Outcomes: 1,3,4,5

Service Transformation Report

Worth: 30%

Linked Course Learning Outcomes: 1, 3, 4, 5

Type: Individual

Format: 1500 words

Submission: via Turnitin

Due: Friday 4.00pm Week 6

Return: Two weeks after submission



The Service Transformation Report involves you reflecting on a very product-based industry and how they have already or might in future change towards a more service-led business. For an example please refer to the class in which we discussed car manufacturers. Ideally chose a different industry, if you find it hard to get a starting point for this thinking of technology companies is good. In the past technology was often sold as a product (where the handover of the physical object was the main point of interaction) to now having multiple interaction points and a continuous relationship.

Further information, including a detailed assessment guide, learning resources, and the marking rubric, will be on Wattle no later than Week 2. In week 4 this assessment will be discussed in class. 

Assessment Task 3

Value: 10 %
Due Date: 15/10/2021
Return of Assessment: 29/10/2021
Learning Outcomes: 2,3,4,5

Blueprint Project Presentation

Worth: 10%

Linked Course Learning Outcomes: 2, 3, 4, 5

Type: Group

Format: 10 minute narrated PowerPoint or recorded presentation plus handout

Submission: via Wattle

Due: Friday 4.00pm Week 10

Return: Within two weeks of submission



The Blueprint Presentation 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 management. The assessment task 4 will be based on this task.


For the recorded presentation (due Week 10), groups submit 1) either a narrated PowerPoint or a zoom recording of their presentation and 2) handout of their blueprint.


Groups should comprise around 4 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, and various learning resources, will be on Wattle no later than Week 4. A workshop is scheduled for this assessment in Week 6.

Assessment Task 4

Value: 30 %
Due Date: 04/11/2021
Return of Assessment: 02/12/2021
Learning Outcomes: 2,3,4,5

Blueprint Project Report

Worth: 30%

Linked Course Learning Outcomes: 2, 3, 4, 5

Type: Group

Format: 3000 word written report

Submission: via Turnitin

Due: Thursday 4.00pm Nov 4th

Return: With release of final grades



The Blueprint Project Report (assessment 4) is linked to the Blueprint Project Presentation (assessment 3). The idea is that you describe the blueprint from the Blueprint Project Presentation in a written report. This means the Blueprint Written Report (due exams period), groups further describe and clarify, extend, and finalise the project details outlines in task 3.

Further information, including a detailed assessment guide, the types of services from which to select, the marking rubric, will be on Wattle no later than Week 4. A workshop is scheduled for this assessment in Week 6.

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

No hard copy submissions required. 

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 Hamish Simmonds
+61 2 612 56223

Research Interests

Service Systems, Organisation of Markets, Business Ecosystems, Digital Transformation

Dr Hamish Simmonds

Wednesday 16:30 17:30
Wednesday 16:30 17:30
By Appointment
Dr Hamish Simmonds
6125 6737

Research Interests

Dr Hamish Simmonds

Wednesday 16:30 17:30
Wednesday 16:30 17:30
By Appointment
Dr Julie Francis

Research Interests

Dr Julie Francis

By Appointment

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