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 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

Jochen Wirzt and Christopher Lovelock (2021). Services Marketing: People, Technology, Strategy, 9th ed.

• Print Edition
• ISBN 978-1-944659-79-0 (hardcover)
• ISBN 978-1-944659-82-0(softcover)
• ebook: ISBN: 978-1-944659-81-3 https://www.worldscientific.com/worldscibooks/10.1142/y0024

• PDF made available by the Author: https://www.researchgate.net/publication/348960657_Services_Marketing_People_Technology_Strategy_9th_edition

Recommended Resources

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). 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.

Class Schedule

Week/Session	Summary of Activities	Assessment
1	Week 1: Foundations of services marketing Course introduction Creating value in the service economy Wirtz and Lovelock, Services Marketing, Chapter 1
2	Week 2: Value propositions for services Understanding service consumers and positioning services in competitive markets Wirtz and Lovelock, Services Marketing, Chapters 2 & 3 Workshop: Continuous Assessments Tasks (CAT)
3	Week 3: Service products and brands Wirtz and Lovelock, Services Marketing, Chapter 4	CAT 1 due Monday 10.00am Week 3
4	Week 4: Distributing services through physical and electronic brands Wirtz and Lovelock, Services Marketing, Chapter 5 Workshop: Service blueprint project
5	Week 5: Service pricing Wirtz and Lovelock, Services Marketing, Chapter 6	CAT 2 due Monday 10.00am Week 5
6	Week 6: Service marketing communications Wirtz and Lovelock, Services Marketing, Chapter 7 Workshop: Individual essay
7	Week 7: Service environment Wirtz and Lovelock, Services Marketing, Chapter 10
8	Week 8: Service market and service processes Wirtz and Lovelock, Services Marketing, Chapters 8 & 9	CAT 3 due Monday 10.00am Week 8
9	Week 9: Managing people for service advantage Wirtz and Lovelock, Services Marketing, Chapter 11
10	Week 10: Customer relationships and loyalty Wirtz and Lovelock, Services Marketing, Chapter 12	Blueprint Project Presentation due Monday 10.00am Week 10
11	Week 11: Developing customer relationships Wirtz and Lovelock, Services Marketing, Chapter 13
12	Week 12: Striving for service excellence Wirtz and Lovelock, Services Marketing, Chapters 14 & 15
13	No class	Individual essay due 10am Thursday 3 November

Tutorial Registration

Classes in this course will be run in three-hour blocks 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 Orientation week.

Assessment Summary

Assessment task	Value	Due Date	Return of assessment	Learning Outcomes
Continuous Assessment Task (CAT) (3x10%)	30 %	*	*	1,2,5
In-class case analysis	10 %	*	*	1,2,4,5
Blueprint Project Presentation	20 %	10/10/2022	24/10/2022	2,3,4,5
Service Essay	40 %	03/11/2022	01/12/2022	1,2,3,4,5

* 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
• Special Assessment Consideration Guideline and General Information 
• 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, classes are encouraged to support the intended learning experience and outcomes. Students should prepare to actively engage in seminars and discuss concepts and case examples.

Examination(s)

This class does not include an examination.

Assessment Task 1

Continuous Assessment Task (CAT) (3x10%)

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

Return: One week after the submission of each CAT

 

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 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. In Week 2 this assessment will be discussed in class. 

 

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

In-class case analysis

Worth: 10%

Linked Course Learning Outcomes: 1, 2, 4, 5

Type: Group (same grouping as that for the Blueprint Project Presentation)

Format: 5 minute presentation and discussion of a service case

Submission: In class

Due: Weekly from Week 3 to Week 12 inclusive

Return: One week after the presentation

 

Overview:

Students will be allowed to form their own group to a maximum of 4 per group. Each group will analyse and present a service case or a recent service experience (collectively by the group or by a member) at the beginning of each seminar. The topic of the presentation is effectively a revision of the content of the previous week and students can get access to the seminar slides on a weekly basis. . The week of the presentation will be randomly allocated to each group.

Further information, including a detailed assessment guide, the types of service case, the marking rubric, will be on Wattle no later than Week 2. More details about this assessment will be discussed during the course introduction in Week 1.

Assessment Task 3

Blueprint Project Presentation

Worth: 20%

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

Type: Group (same grouping as that for the in class case analysis)

Format: 10 minute narrated PowerPoint or recorded presentation plus handout

Submission: via Wattle

Due: Monday 10.00am Week 10

Return: 24 October 2022

 

Overview:

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. 

 

For the recorded presentation (due Week 10), groups submit a narrated PowerPoint or a zoom recording of their presentation.

 

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

Assessment Task 4

Service Essay

Worth: 40%

Linked Course Learning Outcomes: 1, 2, 3, 4, 5

Type: Individual

Format: 3000 words. This limit excludes title page (if any), table of content (if any), and reference list. The essay will not have any appendix. Any portion in excess of the word limit will not be read and marked.

Submission: via Turnitin

Due: Thursday 10am, 3 November 2022

Return: Thursday 1 December 2022

 

Overview:

Students will write an essay on one of the following 3 topics:

 

Option 1: The COVID-19 pandemic has witnessed innovative applications of service technologies across a number of industries (e.g., rice ATMs, self-driving vehicles for grocery delivery, drone deliveries, service robots in various healthcare and hospitality settings). While these technological advancements in services have brought about significant benefits to consumers, businesses and policy makers, many challenges persist. Discuss this phenomenon by drawing on academic literature and practical examples.

Option 2: Qantas Airways have attracted significant criticisms from diverse stakeholders for their service practices and delivery in recent months. What are these criticisms and to what extent do you (dis)agree with them? Outline what Qantas Airways will need to do in the next 6 months. Support your view and analysis by drawing on academic literature.

Option 3: Due to customer integration required for the delivery of services, service providers are usually in continuous contact with their customers. This is in contrast to many product manufacturers, which sell their products and often don't know how they are used after the purchase took place. Many of these manufacturers thus aim to transition to service providers and offer supplementary services to their products. Examples are that for instance Adidas provides a running app, where they ask you to enter the shoe you run in, Nike creating a running community or Samsung offering an app supplementing their washers and dryers that allows a customer to track the use of the devices. For the essay, please chose a “traditional" product manufacturer that is in the process of transitioning to a service provider enabling customer integration and continuous contact with their customers. Support your view and analysis by drawing on academic literature.

Further information, including a detailed assessment guide, learning resources, and the marking rubric, will be on Wattle no later than Week 2. In Week 6 this assessment will be discussed in class. 

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

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

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 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 undergraduate and ANU College students
• PARSA supports and represents postgraduate and research students