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. Identify the challenges facing services marketing in traditional commercial marketing, e-marketing and non-commercial environments;
2. Consider 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;
3. Recognise the challenges faced in services delivery as outlined in the services gap model; and
4. 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

Potential for a site visit in the Canberra region

Additional Course Costs

This class does not have additional costs.

Examination Material or equipment

This class does not include an examination. 

Required Resources

Zeithaml, Bitner, M. J., Gremler, D. D., & Mende, M. (2024). ISE Services marketing?: integrating customer focus across the firm (Eighth Edition.). McGraw Hill LLC.

Publisher’s link: https://www.mheducation.com/highered/product/1260260526.html

ANU Library: https://anu.primo.exlibrisgroup.com/permalink/61ANU_INST/1alil8h/alma991027001445607631

or older versions

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

 eBook

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.

 

Library

Zeithaml, Bitner, M. J., & Gremier, D. D. (2018). Services marketing?: integrating customer focus across the firm (Seventh edition.). McGraw-Hill Education.

https://anu.primo.exlibrisgroup.com/permalink/61ANU_INST/1alil8h/alma991026851579407631

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.

Recommended Resources

The seminars 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). Feedback can also be provided to Course Conveners and teachers via the Student Experience of Learning & Teaching (SELT) feedback program. SELT surveys are confidential and also provide the Colleges and ANU Executive with opportunities to recognise excellent teaching, and opportunities for improvement.

Other Information

Guidelines for group work and Assessment

1. Groups must arrange their own meetings, outside classes (in learner-directed hours), to complete their group assessment. The number, frequency, and arrangement of the meetings should be agreed upon by the group.
2. Group members who do not participate in the group's decision-making processes are expected to abide by the decisions of the members who do participate.
3. All group members should work on the assessment in the manner agreed upon by the group. If the group cannot agree on how to allocate work or manage the group, you should consult the teaching team (your teacher should be your first point of contact). If there is disagreement, it is the group's responsibility to consult your teacher.

If a group member:

• Fails to attend two group meetings (having reasonable notice), or
• Fails to complete an allocated task, or
• Fails to complete an allocated task to a standard agreed acceptable by the majority of the group, and does not provide an acceptable reason the rest of the group may request the teacher to intervene WITHIN 48 WORKING HOURS OF THE RELEVANT PROBLEMATIC BEHAVIOUR. 

The majority of remaining group members MUST agree to approach the teacher and MUST provide EVIDENCE of the non-contributing group member’s poor participation.

If your teacher, after consulting the non-contributing student and the group, considers a complaint about a non-contributing group member is justified, the non-contributing member may be EXCLUDED from the group, and may not be eligible to receive SOME OR ALL of the marks available for the group assessment task/s. THIS DECISION WILL BE MADE WITHIN 24 WORKING HOURS OF THE MATTER BEING REPORTED TO THE TEACHER.

If this happens and the student in question still wishes to be eligible to earn marks for the assessment/s in question, the student must apply for special consideration, providing a reason they were unable to attend group meetings and/or complete the work allocated to them in the manner expected by the group.

Complaints to your teacher about non-performing group members must be made as soon as possible when relevant problems arise. If, after consultation with all the concerned parties, the teacher believes the group has not followed these guidelines appropriately or behaved reasonably, the teacher has the discretion to negotiate an outcome other than what has been requested by the group. Your teacher is available to provide guidance on your assessment tasks and respond to questions in class – email is only to be used to seek clarification of urgent points or raise important and time-sensitive issues.

 

Your teacher will expect:

• Your team to take responsibility for organising your project and workload
• Each team member to know the current position of the project
• Each team member to contribute along the lines agreed by the group 

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Foundations for Services Marketing
2	Focus on the Customer	Workshop: Continuous Assessments Tasks (CAT)
3	Understanding Customer Requirements (A)	CAT 1
4	Understanding Customer Requirements (B)
5	Aligning Service Design (A)	CAT 2
6	Aligning Service Design (B)
7	Delivering & Performing Service (A)
8	Delivering & Performing Service (B)	CAT 3
9	Managing Service Promise
10	Seminar Presentations	Blueprint Project Video due Friday 4.00pm
11	Potential Field Trip
12	Future Technologies & Service Trends
13		Blueprint Report Due Friday 11.59 pm

Tutorial Registration

Classes in this course will be run in three-hour face-to-face only seminars and thus there will be no tutorials. 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
Mini Case Analysis	10 %	02/08/2023	*	1,2.3,5,7
Continuous Assessment Task (CAT)	30 %	07/08/2023	*	1,2,3,7
Blueprint Project Video	20 %	09/10/2023	*	1,2,3,4,6
Blueprint Project Report	40 %	02/11/2023	30/11/2023	1,2,3,4,6,7

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

Policies

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 Integrity Rule before the commencement of their course. Other key policies and guidelines include:

• Academic Integrity Policy and Procedure
• Student Assessment (Coursework) Policy and Procedure
• Extenuating Circumstances Application
• Student Surveys and Evaluations
• Deferred Examinations
• Student Complaint Resolution Policy and Procedure
• Code of practice for teaching and learning

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 Skills website. 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.

Participation

Preparation for, and participation in, live seminar classes are encouraged to support the intended learning experience and outcomes. As with most courses, the benefits of the course can only be realized when students are excellent coproducers and actively participate in the classroom experience (e.g., are prepared for class, contribute to the in-class discussion, offer examples, ask questions when course concepts are not understood, etc.). This educational “service” (MKTG7023) requires active co-production and participation in the classroom for it to be a success. Attendance in class is a necessary, but not sufficient, condition for good participation. Examples of quality participation include:

• consistently contributes to class discussion
• provides examples of personal experiences to illustrate services marketing concepts
• asks questions when a topic or concept is not understood
• actively engages in in-class activities
• attends each class

Attendance at lectures and tutorials, while not compulsory, is expected in line with “Code of Practice for Teaching and Learning”, clause 2 paragraph (b).

Examination(s)

This class does not include an examination.

Assessment Task 1

Mini Case Analysis

Worth: 10%

Linked Course Learning Outcomes: 1,2.3,5,7

Type: Group

Format: 5-minute live presentation during the seminar (plus Q&A)

Submission: Slides and Peer Assessment to be submitted

Due: in the week the group is assigned

Overview:

In assigned groups, students will present a 5-minute live presentation during the seminar as a mini case analysis relevant to the topic covered in the previous week.

Further information, including a detailed assessment guide, the marking rubric, and various learning resources, will be on Wattle no later than 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

Continuous Assessment Task (CAT)

Worth: 30%

Linked Course Learning Outcomes: 1,2,3,7

Type: Individual

Format: 3 x 400 word short tasks

Submission: via Turnitin

Due: Friday 11:59 pm of Weeks 3, 5, 8

 

Overview:

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 on the topic before the due week. Students answer the questions individually and submit their work via Turnitin by Friday10.00am 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.

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

Assessment Task 3

Blueprint Project Video

Worth: 20%

Linked Course Learning Outcomes: 1,2,3,4,6

Type: Group

Format: 10 minute narrated PowerPoint video plus slides handout

Submission: via Wattle

Due: Friday 4.00pm Week 10

Return: Within two weeks of submission

 

Overview:

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.

Further information, including a detailed assessment guide, the marking rubric, and various learning resources, will be on Wattle.

Assessment Task 4

Blueprint Project Report

Worth: 40%

Linked Course Learning Outcomes: 1,2,3,4,6,7

Type: Group

Format: 3000 word written report

Submission: via Turnitin

Due: WK13 Examination period 2-Nov-2023

Return: With release of final grades e.g. 30.11.2023

 

Overview:

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

Further information, including a detailed assessment guide, the marking rubric, and various learning resources, will be on Wattle.

Academic Integrity

Academic integrity is a core part of the ANU culture as a community of scholars. The University’s students are an integral part of that community. The academic integrity principle commits all students to engage in academic work in ways that are consistent with, and actively support, academic integrity, and to uphold this commitment by behaving honestly, responsibly and ethically, and with respect and fairness, in scholarly practice.

The University expects all staff and students to be familiar with the academic integrity principle, the Academic Integrity Rule 2021, the Policy: Student Academic Integrity and Procedure: Student Academic Integrity, and to uphold high standards of academic integrity to ensure the quality and value of our qualifications.

The Academic Integrity Rule 2021 is a legal document that the University uses to promote academic integrity, and manage breaches of the academic integrity principle. The Policy and Procedure support the Rule by outlining overarching principles, responsibilities and processes. The Academic Integrity Rule 2021 commences on 1 December 2021 and applies to courses commencing on or after that date, as well as to research conduct occurring on or after that date. Prior to this, the Academic Misconduct Rule 2015 applies.

 

The University commits to assisting all students to understand how to engage in academic work in ways that are consistent with, and actively support academic integrity. All coursework students must complete the online Academic Integrity Module (Epigeum), and Higher Degree Research (HDR) students are required to complete research integrity training. The Academic Integrity website provides information about services available to assist students with their assignments, examinations and other learning activities, as well as understanding and upholding academic integrity.

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 in-class Mini Case Analysis and 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://rsm.anu.edu.au/study/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

The Academic Skills website has information to assist you with your writing and assessments. The website includes information about Academic Integrity including referencing requirements for different disciplines. There is also information on Plagiarism and different ways to use source material.

Returning Assignments

See assessment details on Wattle 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).

• ANU Health, safety & wellbeing for medical services, counselling, mental health and spiritual support
• ANU Access and inclusion for students with a disability or ongoing or chronic illness
• ANU Dean of Students for confidential, impartial advice and help to resolve problems between students and the academic or administrative areas of the University
• ANU Academic Skills and Learning Centre supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling Centre promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents all ANU students