代写 Curtin MKTG3006 Services Marketing
Unit study package code: MKTG3006
Mode of study: Internal
Tuition pattern summary: Note: For any specific variations to this tuition pattern and for precise
information refer to the Learning Activities section.
Online Class: 1 x 1 Hours Weekly
Workshop: 1 x 2 Hours Weekly
This unit does not have a fieldwork component.
Credit Value: 25.0
Pre - requisite units: 9764 (v.0) Consumer Behaviour 201 or any previous version
OR
MKTG2004 (v.0) Consumer Behaviour or any previous version
Co - requisite units: Nil
Anti - requisite units: Nil
Result type: Grade/Mark
Approved incidental fees: Information about approved incidental fees can be obtained from our website.
Visit fees.curtin.edu.au/incidental_fees.cfm for details.
Unit coordinator: Title: Dr
Name: Steve Dix
Phone: +618 9266 7246
Email: Steve.Dix@cbs.curtin.edu.au
Location: Building: 408 - Room: 2005A
Teaching Staff:
Administrative contact: Name: Kelly Nowak
Phone: +618 9266 9585
Email: Kelly.Nowak@cbs.curtin.edu.au
Location: Building: 408 - Room: 2014
Learning Management System: Blackboard (lms.curtin.edu.au)
Unit Outline
MKTG3006 Services Marketing
Semester 1, 2016
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 1 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
Acknowledgement of Country
We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and
present.
Syllabus
Services possess several unique characteristics that require a distinctive approach to marketing strategy - both in its
development and execution. A focus on the unique characteristics of the service environment, adapting marketing
management concepts to the service business context, identifying and analysing the various components of the
extended services marketing mix, discussing key issues concerning the management and measurement of service
quality and customer satisfaction. Understanding the critical role of service personnel and customers with respect to
service delivery, service failure and service recovery. Examination of relationship marketing. Appreciation of the
overlap in marketing, operations and human resource functions in service organisations to gain exposure to key
operations, management strategies and tools (flow charting and yield management strategies), and human resource
management issues (internal marketing).
Introduction
The services sector has grown rapidly over the last two decades. A good grasp of the unique challenges and strategies of
services marketing is imperative for businesses to achieve service excellence in a highly competitive environment. You are
already a consumer of service providers such as medical, travel or educational organisations. Now, you will step into the shoes
of the service provider to view the process from a marketing perspective. Many graduates are likely to work for a service firm at
some stage in their career, which makes studying the marketing of services particularly relevant. As with all study, you will gain
more through keeping ahead of the course program, meeting weekly requirements and participating fully in lectures and
tutorials.
Unit Learning Outcomes
All graduates of Curtin University achieve a set of nine graduate attributes during their course of study. These tell an
employer that, through your studies, you have acquired discipline knowledge and a range of other skills and
attributes which employers say would be useful in a professional setting. Each unit in your course addresses the
graduate attributes through a clearly identified set of learning outcomes. They form a vital part in the process
referred to as assurance of learning. The learning outcomes tell you what you are expected to know, understand or
be able to do in order to be successful in this unit. Each assessment for this unit is carefully designed to test your
achievement of one or more of the unit learning outcomes. On successfully completing all of the assessments you will
have achieved all of these learning outcomes.
Your course has been designed so that on graduating we can say you will have achieved all of Curtin's Graduate
Attributes through the assurance of learning process in each unit.
On successful completion of this unit students can:
Graduate
Attributes
addressed
1 Develop competitive strategies using frameworks/tools to analyse services
2 Source and use relevant information to develop and present services marketing strategies
for local and international service organisations
3 Use people strategies, self - service technologies and service environments to enhance
employee - customer interactions in service encounters
4 Apply relationship marketing and service recovery strategies to retain customers and build
loyalty
5 Apply analysis and problem solving skills in responding to review and application
questions, and case studies relating to all aspects of services marketing theory in a variety
of domestic and international contexts
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 2 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
Curtin's Graduate Attributes
Learning Activities
The tutorials give you the opportunity to apply the discipline knowledge you have acquired from the lectures and from the
course text. You are required to apply concepts instead of merely recalling material, draw on your own experiences and bring in
your own examples. The tutorials are designed to encourage students to self - learn and to learn from one another. This is
strongly reflected in the tutorial tasks.
Please do not change tutorials without the consent of the unit controller and your tutor.
Learning Resources
Essential texts
The required textbook(s) for this unit are:
l Lovelock, C.H., Patterson, P.G. & Wirtz, J. (2014). Services Marketing: An Asia - Pacific and
Australian Perspective, 6 th Edition, Pearson, Australia.
(ISBN/ISSN: 0131875523)
Other resources
Journal of Service Research; Journal of Consumer Research; Journal of Services Marketing; Services Marketing Quarterly;
Journal of Consumer Psychology; Psychology and Marketing; Journal of Retailing.
Apply discipline knowledge
Thinking skills
(use analytical skills to solve problems)
Information skills
(confidence to investigate new ideas)
Communication skills Technology skills
Learning how to learn
(apply principles learnt to new situations)
(confidence to tackle unfamiliar problems)
International perspective
(value the perspectives of others)
Cultural understanding
(value the perspectives of others)
Professional Skills
(work independently and as a team)
(plan own work)
Find out more about Curtin's Graduate attributes at the Office of Teaching & Learning website: ctl.curtin.edu.au
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 3 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
Assessment
Assessment schedule
Detailed information on assessment tasks
1. You have recently graduated and have secured a role in the marketing department of an
airline. You are asked by your manager to research and prepare a report outlining the
importance of customer feedback for the airline, addressing the following issues:
Definition and types of Customer Feedback
Ways in which customer feedback can be gathered
The benefits of collecting Customer Satisfaction information
Concerns associated with Customer Satisfaction data
How the airline may improve its collection of customer feedback
Your manager intends to use your report to help prepare a verbal presentation for top
management at an upcoming strategic meeting.
This assessment is about developing a report (no more than 10 pages excluding references and appendices)
that your manager can use to assist in developing a power point presentation at an upcoming senior
management meeting. Your manager is obviously time - poor and needs you to conduct the underlying
research and write a report that will lead to a strong and engaging presentation.
You are expected to research the topics outlined, sourcing at least seven strong references that are relevant
to this topic. There is no one specific answer to this topic and your report will be strongly directed by the
references that you source.
Your manager will be expecting a report that's highly relevant to the topic, well - structured and clearly
written. Your manager would like to draw from your report to structure a strong 10 - 15 minute
verbal presentation that will engage an audience comprising industry Services Marketing
professionals.
The grading of your report will be based on a rubric (see appendix 2). Please refer to this when preparing your
submission. In regards to this task, note the following:
l Your submission should be carefully planned prior to starting writing to ensure relevance to
the topic and good sequencing of ideas
l You are expected to consult at least 7 recent, high-quality journal articles on this topic as
well as any other sources that you believe are relevant and authoritative
l The work should be correctly referenced throughout the document (Chicago protocol)
l A list of references should appear at the end of the document (Chicago protocol)
l Your writing should be structured under appropriate headings and sub - headings
l Appropriate use of paragraphs should be evident throughout the document
Task Value % Date Due
Unit Learning
Outcome(s)
Assessed
1
Individual Project 35 percent Week: Week 5
Day: Friday
Time: 5pm
1,2,5
2
TopicTest 30 percent Week: 6 and 10
Day: TBA
Time: TBA
235
3
Group Project 35 percent Week: 12
Day: Friday
Time: 5pm
, 12,4
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 4 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
l Avoid vague or sweeping statements
l Ensure that there’s a logical flow throughout the document
l Do not write in the first person (Don’t use “ I ”, “we” or “us”)
l Edit your work thoroughly
Length requirement: The submission should be no longer than 10 pages (1.5 spacing, 11 font)
Submission: Via turnitin by Friday 5pm, week 5
2. There are TWO online multiple choice tests set during the term, each worth 15% of your final grade. You
have one chance to complete the test during the week in which the test is made available. Please take
special note of the time on which the test will be made available on black board. Each test comprises 30
multiple choice questions and is to be completed within 20 minutes. Both tests are open - book
assessments and you may refer to your textbook and notes during the test sessions. However, take
careful note that these are challenging assessments that require a thorough knowledge of the unit
material being tested. If you need to refer to the textbook or notes often, you will run out of time and fail
to complete the test. You will be given your grade immediately after completing the test, regardless of
whether all questions have been answered.
3. This is a group assessment in which groups of no more than 4 members are expected to:
1. Source a services firm that is willing to act as your client (have at least one option in place
by week 2 class tutorial).
l Ideally, your client should be a small or medium size business with little or no access to
marketing expertise. Be aware that a high profile, large services business may already have
sophisticated marketing programs in place and it will be hard for you to make a meaningful
contribution
l Examples of service firms that you may approach include: a café, restaurant, landscaper, medical or
wellness practitioner, hair salon, electrician, travel agent, gym, nail bar, sporting club or any other
business where the service element is a strong component of the product offering
l Vote for a leader within your group. The group should acknowledge that the leader will monitor each
member’s contribution to the strategic component of the plan which is awarded a group mark. If any
member of the group makes no contribution to the ‘group’ task, the leader should bring this to the
attention of the tutor and that member (or those members) may be awarded no marks for that section
代写 Curtin MKTG3006 Services Marketing
of the plan.
l Ask the client to nominate a specific person within their organisation who will liaise directly
with your group leader, provide up-front information and agree to answer INSIGHTFUL
questions emailed to him/her on a once-a-week basis
l Ideally, you should spend some time at the business to at least observe the service delivery process
and ideally do some basic customer research, if the client approves.
l If your client raises confidentiality issues or concerns, please see your tutor for advice
l Ensure that you get your tutor’s approval before finalising your potential client
2. Prepare and package a PRACTICAL services marketing plan that gives your client relevant
and insightful strategic input that can be affordably implemented into their business.
l Find out as much as possible about the firm, the industry in which it operates, it’s customers and staff in
order to demonstrate a thorough analysis of their business environment
l You should visit the firm at least once and, with permission from management, take photographs of the
service environment
l Within the analysis of the competitive environment, propose and justify a positioning for your client’s
service firm and develop a realistic marketing strategy to evidence and support this positioning
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 5 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
l Demonstrate critical thinking, develop carefully considered solutions and practical strategic direction
l Justify any suggestions you make and ensure they are realistic within this service context
l Ensure that the report is written with clarity and that there is co - ordination and consistency across the
sections
l As with any good business report, include a cover page, executive summary, table of contents and a
reference list
l Do not give your client a lesson in services marketing. Rather, package your plan as a solution to
your client’s services marketing needs and make use of relevant headings to showcase the contribution
and the flow of the document.
l Be careful to give recommendations for the future only in the Strategy section of the plan (“Service
Marketing Strategies”). All other sections preceding the strategy section set out what the business is
currently doing.
l Where you have consulted external sources, remember to reference these appropriately.
l Provide a copy of your report to the client only if you have produced excellent work. In return, request
a reference letter from the client that you can add to your CV
3. Submit the report by Friday 5pm in week 12 via turnitin.
l The plan should not exceed 35 pages (1.5 spacing; 11 - font) excluding the appendix
l Additional information can be provided in the appendix
l Very important: Whoever submits the Client report via turnitin should indicate ON THE FRONT PAGE OF
THE REPORT which members are responsible for each component (other than the Strategy section
which is marked as a group effort.)
4. Marking Guide
The marking guide for the Client Report is shown in appendix 1 of this Unit Outline.
The suggested bullet points shown in the marking guide are not a list that you should re -
produce verbatim as headings. They are intended to provoke your thinking on those areas
that may be appropriate to each topic heading. You can extend your discussion to additional
areas that you think may be relevant to your client.
Your grade for the client report is made up of 3 components:
1. Each student is expected to present on the weekly tutorial activity TWICE during the
semester and this will contribute 20 marks (10 marks for each presentation) to your Client
Report grade (see Appendix for marking guide).
2. In your group, divide the INDIVIDUAL components of the client report equally (or as close
to equal as you can based on the available marks for each component) among the group
members. The group leader has the final say. Each member is awarded a mark out of 60 for
those components in the report that he or she completes individually.
3. The strategy component in the client plan is graded as a GROUP activity. This is worth 20
marks and each member of the group gets the same mark out of 20 for this component.
Pass requirements
Students must attempt all assessments and obtain an overall minimum of 50% to pass the unit.
Fair assessment through moderation
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 6 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
Moderation describes a quality assurance process to ensure that assessments are appropriate to the learning
outcomes, and that student work is evaluated consistently by assessors. Minimum standards for the moderation of
assessment are described in the Assessment and Student Progression Manual, available from
policies.curtin.edu.au/policies/teachingandlearning.cfm
Late assessment policy
This ensures that the requirements for submission of assignments and other work to be assessed are fair,
transparent, equitable, and that penalties are consistently applied.
1. All assessments students are required to submit will have a due date and time specified on this Unit Outline.
2. Students will be penalised by a deduction of ten percent per calendar day for a late assessment submission
(eg a mark equivalent to 10% of the total allocated for the assessment will be deducted from the marked
value for every day that the assessment is late). This means that an assessment worth 20 marks will have two
marks deducted per calendar day late. Hence if it was handed in three calendar days late and given a mark of
16/20, the student would receive 10/20. An assessment more than seven calendar days overdue will not be
marked and will receive a mark of 0.
Assessment extension
A student unable to complete an assessment task by/on the original published date/time (eg examinations, tests) or
due date/time (eg assignments) must apply for an assessment extension using the Assessment Extension form
(available from the Forms page at students.curtin.edu.au/administration/) as prescribed by the Academic Registrar. It
is the responsibility of the student to demonstrate and provide evidence for exceptional circumstances beyond the
student's control that prevent them from completing/submitting the assessment task.
The student will be expected to lodge the form and supporting documentation with the unit coordinator before the
assessment date/time or due date/time. An application may be accepted up to five working days after the date or
due date of the assessment task where the student is able to provide an acceptable explanation as to why he or she
was not able to submit the application prior to the assessment date. An application for an assessment extension will
not be accepted after the date of the Board of Examiners' meeting.
Deferred assessments
If your results show that you have been granted a deferred assessment you should immediately check your OASIS
email for details.
Supplementary assessments
Supplementary assessments are not available in this unit.
Referencing style
The referencing style for this unit is Chicago.
More information can be found on this style from the Library web site:
http://libguides.library.curtin.edu.au/referencing.
Copyright
© Curtin University. The course material for this unit is provided to you for your own research and study only. It is
subject to copyright. It is a copyright infringement to make this material available on third party websites.
Academic Integrity (including plagiarism and cheating)
Any conduct by a student that is dishonest or unfair in connection with any academic work is considered to be
academic misconduct. Plagiarism and cheating are serious offences that will be investigated and may result in
penalties such as reduced or zero grades, annulled units or even termination from the course.
Plagiarism occurs when work or property of another person is presented as one's own, without appropriate
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 7 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
acknowledgement or referencing. Submitting work which has been produced by someone else (e.g. allowing or
contracting another person to do the work for which you claim authorship) is also plagiarism. Submitted work is
subjected to a plagiarism detection process, which may include the use of text matching systems or interviews with
students to determine authorship.
Cheating includes (but is not limited to) asking or paying someone to complete an assessment task for you or any
use of unauthorised materials or assistance during an examination or test.
From Semester 1, 2016, all incoming coursework students are required to complete Curtin’s Academic Integrity
Program (AIP). If a student does not pass the program by the end of their first study period of enrolment at Curtin,
their marks will be withheld until they pass. More information about the AIP can be found at:
https://academicintegrity.curtin.edu.au/students/AIP.cfm
Refer to the Academic Integrity tab in Blackboard or academicintegrity.curtin.edu.au for more information, including
student guidelines for avoiding plagiarism.
Information and Communications Technology (ICT) Expectations
Curtin students are expected to have reliable internet access in order to connect to OASIS email and learning systems
such as Blackboard and Library Services.
You may also require a computer or mobile device for preparing and submitting your work.
For general ICT assistance, in the first instance please contact OASIS Student Support:
oasisapps.curtin.edu.au/help/general/support.cfm
For specific assistance with any of the items listed below, please contact The Learning Centre:
life.curtin.edu.au/learning - support/learning_centre.htm
l Using Blackboard, the I Drive and Back - Up files
l Introduction to PowerPoint, Word and Excel
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 8 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
Additional information
A. Tutorial Activity leading up to the writing of the plan ( 20 marks)
Students are individually selected at random during tutes to verbally present key elements from
the discussion phase. Each student will be expected to complete two presentations (each worth 10
marks) over the duration of the semester. Summarise and present the key elements outlined
during the tutorial group discussion. Focus on those elements of the discussion that would add
value to a services marketing plan.
Each presentation (100%) is converted to a grade out of 10 with both presentations contributing
20 marks to the final client report
Marking Guide
(Time: 3 minute presentation plus 2 minutes of question time)
B. Writing the Services Marketing Plan (80 marks) (submit by Friday 5pm in week 12 via
turnitin)
Don’t forget to indicate which members completed which sections on the front page of the assignment
submission
Appendix 1: Marking Guide for Client Report
Relevance of the presentation to the topic
Contribution to the client ’s business
Quality of response to question(s) from audience
Quality of the presentation (confidence, clarity, delivery, audience engagement)
25
25
25
25
Total 100%
Topic Area Details
Marks Individual
or Group
Acknowledgements Acknowledge any assistance you
received from your client (name the
relevant people involved) to help
complete this plan
Individual
Executive Summary One page in length, this is a summary
of the contents and major findings of
the report. This appears first (before
the table of contents) but is written
last
3
marks
Individual
The service firm’s corporate
and marketing objectives
l What business is the client in?
l Corporate objectives
l Marketing objectives
2
marks
Individual
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 9 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
Strengths and Weaknesses Outline and discuss internal strengths
and weaknesses inherent in your
client ’s service firm
5
marks
Individual
Customer Analysis
l Define your client firm’s primary target
market
l Identify any tiers of customers within
the target market (if relevant to the
plan)
l Distinguish between the decision
maker, buyer and user for this service
l Do your client’s service initiatives
distinguish between new and existing
customers?
l Are there consumer influencers who
may sway the decision?
l Outline expectations and perceived
service quality from a customer’s point
of view
l Outline the customer’s role in the
service delivery process
l Evaluate the existing or potential role
of a customer data base
l Does seasonal demand play a role?
l Develop a survey to determine
customer expectations and perceived
service quality
l Distribute the survey among at least
10 customers and analyse the survey
results (ensure that these results flow
into the plan). Survey and analysis can
be put into the appendix of the plan.
15
marks
Individual
Competitor analysis
l Identify direct and indirect competitors
l Outline the role that proximity plays in
identifying key competitors?
l Identify key direct competitors who
pose the greatest threat to your client
firm’s customer base
l Outline perceived strengths and
weaknesses of key competitors
5
marks
Individual
The Service Product
l Identify your client firm’s core service
l Classify the service in terms of
tangibility, contact, customisation,
relational versus transactional etc.
l Outline the supplementary services
that apply to your client’s firm
l Determine the importance of these
supplementary service elements for
10
marks
Individual
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 10 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
your client’s firm
l Identify existing (and new) service
products that apply to this marketing
plan
l Determine whether different service
levels (tiers) are included in the service
product offering
l Are there any issues with your client
firm’s capacity in meeting customer
demand?
Existing Pricing and
Distribution Strategy
l Outline your client firm’s current
pricing and distribution strategies
l How are these strategies contributing
to or failing the firm?
l How does your client firm’s pricing
compare to direct competitors?
5
marks
Individual
Existing Marketing
Communications Strategy
l Outline the client ’s existing use of
advertising, sponsorship, sales
promotion, personal selling, digital
promotion and direct marketing
l Identify which media (if any) are being
used effectively
l Outline the creative approach (e.g.
advertising images, messages, call to
action, ad appeals, logo etc) that is
being used to promote your client’s
brand
5
marks
Individual
Existing People, Process and
Physical Evidence (including
the servicescape) as strategic
tools
(If your client does not have a
servicescape, please note this in
your report. In that case, you
may omit this section.)
l In what way does your client firm
leverage its staff to add value to its
marketing initiatives?
l Determine the strength of your client
firm’s service culture
l How do front - line staff relate to and
interact with customers
l Include an example of a typical service
dialogue for any one component of
the service delivery. What does this
suggest about the firm’s service
culture?
l In what ways do your client firm’s
processes add value to the service
product offering?
l Outline a blueprint for any one
important service process
l How is technology being used to
improve operational efficiency?
l Identify ways in your client firm
currently builds physical evidence into
10
marks
Individual
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 11 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
the service product offering
l Outline whether the servicescape
supports your client firm’s desired
image and stands out from
competitors
l Discuss the servicescape’s contribution
to the firm’s value proposition
l Use the servicescape model to
evaluate your client firm’s existing
service environment
l Investigate any other dimensions (E.g.
ambient, sensory or spatial) of the
servicescape that your client is
currently using to add value to the
service offering
Recommendations for future
Service Marketing Strategies
l Determine whether your plan targets
the existing market segment or
whether you intend to segment or re -
segment the target market?
l Recommend a positioning for your
client and discuss how that will be
supported
l How would you apply customer
retention versus customer attraction
strategies
l Discuss how the client firm may further
build its relationship with customers
l Identify any opportunity for
differentiating your service product
from competitors
l Apply the results of the customer
satisfaction survey as well as the
SERVQUAL dimensions to your client’s
marketing strategy
l Where appropriate, make
recommendations for the client’s
service product, pricing and
distribution strategy
l Show how IMC can be used to
improve the client’s presence,
positioning and prospects. Include
recommendations to update the client
firm’s website if necessary.
l Physical Evidence: Make
recommendations to incorporate
added physical evidence (cues) into
the client ’s marketing and to align the
servicescape with your client firm’s
positioning
20
marks
Group
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 12 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
This assignment will be graded against the following rubric:
Length requirement: This submission should be no longer than 10 pages (1.5 spacing, 11 font)
Enrolment
It is your responsibility to ensure that your enrolment is correct - you can check your enrolment through the eStudent
option on OASIS, where you can also print an Enrolment Advice.
Student Rights and Responsibilities
It is the responsibility of every student to be aware of all relevant legislation, policies and procedures relating to their
rights and responsibilities as a student. These include:
l the Student Charter
l the University's Guiding Ethical Principles
l the University's policy and statements on plagiarism and academic integrity
l copyright principles and responsibilities
l the University's policies on appropriate use of software and computer facilities
Information on all these things is available through the University's "Student Rights and Responsibilities" website at:
students.curtin.edu.au/rights.
l People: If there are front - line staff
employed, outline what initiatives can
be introduced to advance their
contribution
l Process: Are there any process
recommendations that would add
value to the client’s marketing efforts?
l Outline a Service Recovery Strategy for
your client’s firm
Appendix 2: Marking Guide for Individual Assignment
Component Mark
Use of relevant information (relevance, quality, recency and number of journals
referenced)
Quality of written communication (Syntax and semantics)
Appropriate structuring (headings, sub - headings, paragraphs)
Referencing protocol
Conclusions and/or Recommendations
Total Marks
35
20
15
15
15
100
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 13 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
Student Equity
There are a number of factors that might disadvantage some students from participating in their studies or
assessments to the best of their ability, under standard conditions. These factors may include a disability or medical
condition (e.g. mental illness, chronic illness, physical or sensory disability, learning disability), significant family
responsibilities, pregnancy, religious practices, living in a remote location or another reason. If you believe you may
be unfairly disadvantaged on these or other grounds please contact Student Equity at eesj@curtin.edu.au or go to
http://eesj.curtin.edu.au/student_equity/index.cfm for more information
You can also contact Counselling and Disability services: http://www.disability.curtin.edu.au or the Multi - faith services:
http://life.curtin.edu.au/health - and - wellbeing/about_multifaith_services.htm for further information.
It is important to note that the staff of the university may not be able to meet your needs if they are not informed of
your individual circumstances so please get in touch with the appropriate service if you require assistance. For
general wellbeing concerns or advice please contact Curtin's Student Wellbeing Advisory Service at:
http://life.curtin.edu.au/health - and - wellbeing/student_wellbeing_service.htm
Recent unit changes
Students are encouraged to provide unit feedback through eVALUate, Curtin's online student feedback system. For
more information about eVALUate, please refer to evaluate.curtin.edu.au/info/.
Recent changes to this unit include:
1) Streamlining the unit for more effective assessment
2) Introducing a guided group assessment
To view previous student feedback about this unit, search for the Unit Summary Report at
https://evaluate.curtin.edu.au/student/unit_search.cfm. See
https://evaluate.curtin.edu.au/info/dates.cfm to find out when you can eVALUate this unit.
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 14 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
Program calendar
Week
Lecture Topic
Tutorial
Pre -
readings
Tutorial Topics
1
Marketing in the
Service Economy
Ch. 1
l Introduction
l Overview of tutorial tasks and assessments.
l Formation of groups
l You have one week to determine your client for the
group project (ensure that you speak with and get
the client ’ s consent and cooperation)
2.
Developing service
products
Ch. 4 Provide details of your selected client as well as
the contact person at your client firm
Activity 1 (based on week 1 lecture)
Pre - Tutorial Preparation:
Name five differences between goods and services.
Identify which of these differences have most impact
for an airline. How may the airline adapt to these
differences when developing its marketing strategy.
In - class Discussion:
In groups, discuss your answers to the activity.
Post - discussion presentation
Several students will be randomly selected by the tutor
to present key findings from this discussion.
3
Positioning services
in competitive
markets
Ch. 3
Activity 2 (based on week 2 lecture)
Pre - Tutorial Preparation:
For your client firm you have selected, identify its core
service and discuss its supplementary services. In what
ways (if any) do the core and supplementary services
differ from those offered by a leading competitor?
In - class Discussion:
In groups, discuss your answers to the activity.
Post - discussion presentation
Several students will be randomly selected by the tutor
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 15 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
to present key findings from this discussion.
4
Customer
satisfaction and
service quality
Ch. 12 Activity 3 (based on week 3 lecture)
Pre - Tutorial Preparation:
For your client firm, do each of the following:
l Define and profile the primary market
l Identify and justify importance and determinant attributes
l Devise and justify a positioning statement
l Draw an appropriate positioning map explaining the basis
for the dimensions selected
In - class Discussion:
In groups, discuss your answers to the activity.
Post - discussion presentation
Several students will be randomly selected by the tutor
to present key findings from this discussion.
5 Distributing services
Pricing Strategy
Balancing productive
capacity and demand
Ch. 5, 6
& 7
Activity 4 (based on week 4 lecture)
Pre - Tutorial Preparation:
For your client firm, do each of the following:
l Ascertain the key drivers of customer satisfaction
l Rank the key drivers in order of importance and justify your
ranking
l Briefly outline how the dimensions of SERVQUAL are (or
may be) addressed
In - class Discussion:
In groups, discuss your answers to the activity.
Post - discussion presentation
Several students will be randomly selected by the tutor
to present key findings from this discussion.
6
Crafting the service
environment
Ch 10 Term Test Revision
Term Test 1
The test is based on content covered in weeks 1, 2, 3
and 4. This is a 20 - minute online test. See black board
for the date and time of release.
7
Integrated services
marketing
Ch. 8 Activity 5 (based on week 5 lecture)
Pre - Tutorial Preparation:
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 16 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
communications
l Compare the distribution strategies that may be applied by
a cinema versus a real estate agency.
l Compare how value may be differently defined by tattoo
artist versus a pool cleaning service
l How might a casino adjust capacity to better match
demand?
In - class Discussion:
In groups, discuss your answers to the activity.
Post - discussion presentation
Several students will be randomly selected by the tutor
to present key findings from this discussion.
8
Managing the
customer service
function
Ch 11 Activity 6 (based on week 6 lecture)
Pre - Tutorial Preparation:
Take photographs of your client firm’s servicescape.
Outline and discuss this servicescape in terms of
ambient, sensory and spatial considerations. Have you
noted any customers’ responses to the servicescape?
In - class Discussion:
In groups, discuss your answers to the activity.
Post - discussion presentation
Several students will be randomly selected by the tutor
to present key findings from this discussion.
9
Managing
relationships and
building loyalty
Ch 13 Activity 7 (based on week 7 lecture)
Pre - Tutorial Activity Preparation:
Identify and justify which elements of the IMC mix you
would use in each of the following businesses:
l A newly established wedding planning service
l An established online dating service losing customers to
new competitors
(Hint: First define your target market)
In - class Discussion:
In groups, discuss your answers to the activity.
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 17 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
Post - discussion presentation
Several students will be randomly selected by the tutor
to present key findings from this discussion.
10
Handling customer
complaints and
managing service
recovery
Ch. 14 Term Test 2
The test is based on content covered in weeks 5, 6, 7
and 8. This is a 20 - minute online test. See black board
for the date and time of release.
.
Activity 8 (based on week 8 lecture)
Pre - Tutorial Activity Preparation:
How may a traditional taxi service improve its customer
service and raise its service standards? Ensure that your
recommendations are specific to this type of service
provider.
In - class Discussion
In groups, discuss your answers to the activity.
Post - discussion presentation
Several students will be randomly selected by the tutor
to present key findings from this discussion.
11
Customer behavior,
culture and service
encounters
Ch 2 Activity 9 (based on week 9 lecture)
Pre - Tutorial Preparation:
l Outline strategies that a hotel may consider in retaining
loyalty from its top spending 20% of customers
l How might a night club apply tiered service for its
customers?
In - class Discussion
In your groups, discuss your answers to the activity.
Post - discussion presentation
Several students will be randomly selected by the tutor
to present key findings from this discussion.
12
Review Client Report
Requirements / Unit
Reflections
Client Report Review
Submit client report via turnitin by Friday 5pm
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 18 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
Curtin Business School (CBS)
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
04 Feb 2016
School of Marketing, Curtin Business School (CBS)
Page: 19 of 19
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
代写 Curtin MKTG3006 Services Marketing
