This course is designed to provide students with a comprehensive understanding of services marketing, focusing on the unique challenges and opportunities associated with marketing intangible products. The course covers key topics such as understanding customer behavior, developing service strategies, managing service delivery, measuring and improving service quality, and promoting services through various channels. Students will explore the key principles and techniques of services marketing, including service design, service innovation, pricing strategies, promotion, and service recovery. The course will also cover the role of technology and digital marketing in services marketing, as well as the challenges of managing global service businesses.

Throughout the course, students will be encouraged to think critically and analytically about services marketing, applying theoretical concepts and frameworks to real-world marketing problems. By the end of the course, students will have developed the knowledge and skills necessary to design, implement, and evaluate effective

services marketing strategies. This course will utilize a range of teaching methods, including lectures, case studies, group discussions, and projects.

 

Learning Outcomes

Upon successful completion, students will have the knowledge and skills to:

1. Identify how “service” can be a source of competitive advantage in organizations;
2. Distinguish the unique challenges involved in marketing and managing services;
3. Differentiate the role of customer experience in service marketing;
4. Apply services marketing concepts underpinning the design, planning and implementation of services marketing plans and strategies;
5. Critically evaluate case studies in a services marketing context;
6. Design a Service Blueprint to provide a comprehensive understanding of the customer experience and service system; and
7. Reflect on ways in which contemporary issues, emerging technologies, and social influences inform the practice of services marketing and management.

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 any 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) e-book: ISBN: 978-1-944659-81-3

https://www.worldscientific.com/worldscibooks/10.1142/y0024

PDF Made available by the author (Jochen Wirzt):

https://www.researchgate.net/publication/348960657_Services_Marketing_People_Technology_Strategy_9th_edition

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

 

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.

Other Information

Guidelines for group work and Assessment

Group Formation: Groups will be formed in week 1 during the seminar. Time will be allocated for a brief networking activity, allowing groups to form. For those students without groups, will be allocated to a group in week 2. Wattle will also have a forum for those students eager to network and form groups outside or prior to the seminar. The groups formed for Assessment Task 1 will also be the same for Assessment Task 1. Group issues / concerns should be directed to the teaching staff as soon as they arise.

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	Week 1: Foundations of services marketingCourse introductionWirtz and Lovelock, Services Marketing, Chapter 1	Workshop focus: BPP (MKTG7030 crossover work) and MICA (Mini In-Class Case Analysis)
2	Week 2: Value propositions for servicesWirtz and Lovelock, Services Marketing, Chapters 2 & 3	Workshop focus: Continuous Assessments Tasks (CAT)
3	Week 3: Service products and brandsWirtz and Lovelock, Services Marketing, Chapter 4	CAT 1 due Monday 3rd March @ 10.00am (Week 3)
4	Week 4: Distributing services through physical and electronic brandsWirtz and Lovelock, Services Marketing, Chapter 5	Workshop focus: BPP (Blueprint Project Presentation)
5	Week 5: Service pricingWirtz and Lovelock, Services Marketing, Chapter 6	CAT 2 - due Monday 17th March @ 10.00am (Week 5)
6	Week 6: Service marketing communicationsWirtz and Lovelock, Services Marketing, Chapter 7	Workshop focus: Individual Reflection and BPP
7	Week 7: Service environmentWirtz and Lovelock, Services Marketing, Chapter 10
8	Week 8: Service market and service processesWirtz and Lovelock, Services Marketing, Chapters 8 & 9	CAT 3 due Monday 21st April 10.00am (Week 8)
9	Week 9: Managing people for service advantageWirtz and Lovelock, Services Marketing, Chapter 11
10	Week 10: Customer relationships and loyaltyWirtz and Lovelock, Services Marketing, Chapter 12	Blueprint Project Presentation due Monday 5th May 10.00am (Week 10)
11	Week 11: Developing customer relationshipsWirtz and Lovelock, Services Marketing, Chapter 13	Comparative Judgement due Friday 16th May 10.00am (Week 11)
12	Week 12: Striving for service excellenceWirtz and Lovelock, Services Marketing, Chapters 14 & 15	Workshop focus: BPP Performance and Feedback Reviews
13		Final Individual Reflection due 10am Thursday 29th May

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 %	*	*	1,2.3,5,7
Continuous Assessment Task (CAT)	30 %	*	17/03/2025	1,2,3,7
Blueprint Project Video	20 %	05/05/2025	19/05/2025	1,2,3,4,6
Final Reflection and Collaboative Experience.	40 %	29/05/2025	26/06/2025	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 co-producers 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 groups of 4, 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.

Students are then required to facilitate a 10 minute Q+A session on the topic, bringing theory and practice together for the class.

Further information, including a detailed assessment guide, the marking rubric, and various learning resources, will be on Wattle from Week 1. 

Presentations will be recorded for review purposes.

Note: Late submissions are not accepted for this assessment because of the class discussion that follows the presentation. 

Group Formation: Groups will be formed in week 1 during the seminar. Time will be allocated for a brief networking activity, allowing groups to form. For those students without groups, will be allocated to a group in week 2. Wattle will also have a forum for those students eager to network and form groups outside or prior to the seminar. The groups formed for Assessment Task 1 will also be the same for Assessment Task 1. Group issues / concerns should be directed to the teaching staff as soon as they arise. For further information please refer to the: Guidelines for group work and assessment in the related policies section.

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: Monday 10:00am 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 on the Friday before the Seminar topic week. Students answer the questions individually and submit their work via Turnitin by Monday10.00am 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 video

Submission: via Wattle

Due: Monday 10:00am Week 10

Return: Within two weeks of submission

Group Formation: Groups will be formed in week 1 during the seminar. Time will be allocated for a brief networking activity, allowing groups to form. For those students without groups, will be allocated to a group in week 2. Wattle will also have a forum for those students eager to network and form groups outside or prior to the seminar. The groups formed for Assessment Task 1 will also be the same for Assessment Task 1. Group issues / concerns should be directed to the teaching staff as soon as they arise. For further information please refer to the: Guidelines for group work and assessment in the related policies section.

Overview:

The Blueprint Project Video (AT3) is linked to the Final Reflection (AT4).

 

The Blueprint Project involves developing, describing, and analyzsing a detailed service blueprint for MKTG7030 (Digital Marketing) selected projects. This includes developing a service blueprint diagram and visually capturing key aspects of the services-cape; describing the service process and potential fail-points; and analysing the service system to determine strengths, weaknesses, and suggestions for improvements.

This assessments AT3 and AT4 draw from indigenous ways of learning. Thinking, feeling and knowing contributes to deeper meta-cognitive learning and knowledge. Intentions are to provide 3 different form of indigenous practice. 1. Knowing Class (Feedback from your cohort (MKTG7023) comparative judgement). 2. Feeling Feedback from your clients (MKTG7030). 3. Thinking about Collective feedback and reflection in class week 12.

 

For the Video stage of the project (due Week 10), groups submit a narrated video. These submissions are shared with the MKTG7030 class via Wattle as part of a formative feedback activity (Week 11). Following the Comparative Judgement, takes place throughout Week 10 and due in Week 11, teams will be emailed a Qualtrix survey to complete in teams, providing a rating and comments for other teams and qualitative feedback. Week 12 in class we will watch the best of the best, discuss why they made it, hear MKTG7030 feedback compiled.

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

Assessment Task 4

Final Reflection and Collaboative Experience.

Worth: 40%

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

Type: Individual

Format: 10 minute reflection on experience and collaboration

Submission: via Turnitin

Due: 'WK13' Examination period 29th-May-2025

Return: With release of final grades (i.e. 26.06.2025)

 

Overview:

The video reflection is your chance to highlight your learning journey.

How did it start, where are you now, and where will this take you in the future?

Further information, including a detailed assessment guide, the marking rubric, and various learning resources, will be provided on Wattle from Week 1.

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. 

Where late submissions are permitted but an 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.

All requests for Assessment Adjustment (including Requests for Extension and for Consideration of Extenuating Circumstances) should be submitted via ISIS.

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. Any use of artificial intelligence must be properly referenced. Failure to properly cite use of Generative AI will be considered a breach of academic integrity.

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 Accessibility 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 supports you make your own decisions about how you learn and manage your workload.
• ANU Counselling promotes, supports and enhances mental health and wellbeing within the University student community.
• ANUSA supports and represents all ANU students