Units

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Sample subject outline - Semester 1 2013

Note: Subject outlines often change before the semester begins. Below is a sample outline.

Rationale

This unit uses the core characteristics/unique differences of service experiences as the framework to guide an exploration of strategies for the marketing of services both domestically and internationally. Services marketing is an important growth area and students need to understand the unique aspects of the decision process for services and the appropriate application of services marketing principles to both the traditional elements of the marketing mix and the additional elements of the physical setting and processes of service delivery. This will be achieved through an examination of the application of marketing concepts, models and tools to the marketing of services as well as the use of case studies and practical real life projects. Customer service planning and management, service quality management and the pervading influence of relationship marketing are other critical topics which differentiate this unit within the marketing program.

Aims

The aims of this unit are: to provide students with an understanding of services marketing concepts; and to build their analytical and strategic decision making skills in this area.

Objectives

Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:

Have knowledge and skills pertinent to a particular discipline (KS)

1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context

Be critical thinkers and effective problem solvers (CTA)

2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue

Be professional communicators in an intercultural context (PC)

3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences

Be able to work effectively in a Team Environment (TW)

4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output

Have a Social and Ethical Understanding (SEU)

5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding

Unit Objectives
On completion of this unit, students will be able to:

1. Identify the distinguishing characteristics of services and apply this knowledge to extended marketing mix decisions.
2. Demonstrate knowledge of consumer decision-making processes in needs and demands for services and outline implications for
marketing strategy.
3. Analyse and evaluate services marketing strategies critically.
4. Understand the influence of customer service on service satisfaction and methods of interpreting consumer perceptions of service
quality.
5. Identify trends related to technology and internationalisation that impact on services marketing.

The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.

Content

Students will gain an understanding of the distinctive approach required for planning and implementing marketing strategy in services organisations. Topics include key areas such as understanding services, customer behaviour in service settings, managing customer relationships, strategic issues in services marketing and challenges for senior management.

Approaches to Teaching and Learning

Seminar style discussions in tutorials encourage students to debate the specific character of services and service industries relative to lecture themes. Papers and examinations are designed to test understandings of core theoretical principles and the student's ability to apply those principles in real world settings.

In-the-field examples highlighted by both in-class discussions and the final project will stimulate students' interest in services marketing issues in practice. The task of researching and evaluating current services marketing situations and practices will be accompanied by that of making recommendations for strategy based on both critical analysis and creativity. Generic skills acquired through this unit include processes of investigation and planning adopted by services marketing managers and the written discussion needed to present outcomes of the students' processes of scholarly and industry enquiry in services marketing.

Assessment

Students will receive feedback in various forms throughout the semester which may include:

• Informal: worked examples, such as verbal feedback in class, personal consultation


• Formal: in writing, such as checklists (e.g. criteria sheets), written commentary


• Direct: to individual students, either in written form or in consultation


• Indirect: to the whole class

Assessment name: Mid Semester Examination
Description: The mid semester test will be held in week 7 of the teaching semester and will consist of multiple choice questions based on the lecture material covered in Weeks 1 - 6.
Length or Duration: 1 Hour.
Formative or Summative: Formative and Summative
Relates to objectives: Unit Objectives:1, 2 & 3and AoL: KS (1.1), KS (1.2)
Weight: 20%
Internal or external: Internal
Group or individual: Individual
Due date: Week 7


Assessment name: Service Encounter Journal
Description: Students are required to keep a journal of service encounters and then write a report that links their service experiences and recommendations to services marketing theory. Guidelines for the journal and assessment criteria will be provided to students.
Length or Duration: 2000 words
Formative or Summative: Formative and Summative
Relates to objectives: Unit Objectives: 1, 2, 3 and 4 and AoL: KS (1.1), KS (1.2), CTA (2.1), PC (3.1)
Weight: 40%
Internal or external: Internal
Group or individual: Individual
Due date: Week 12


Assessment name: Examination
Description: The final examination will test material covered during lectures and tutorials throughout the semester. It may consist of short answer and long answer questions.
Length or Duration: 2 hours
Formative or Summative: Summative
Relates to objectives: Unit Objectives: 1, 2, 3 & 5 and AoL: CTA (2.1)
Weight: 40%
Internal or external: Internal
Group or individual: Individual
Due date: Central Exam Period


Academic Honesty

QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.

A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.

Resource materials

Prescribed Texts
Lovelock, Wirtz and Chew (2012), Essentials of Services Marketing, Pearson, Australia

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Risk assessment statement

There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.

Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.

Last modified: 07-Feb-2013