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

Important note about enrolment in this unit:

This unit is delivered in both internal and external modes. The external offering of this unit is only available to students admitted to the BS16 Master of Business, BS17 Master of Business (Advanced), BS18 Master of Business/Master of Business courses and the BS39 Graduate Certificate in Business.

The service sector is a large and growing feature of the Australian economy. In addition, most manufacturing businesses encompass extensive service functions as well as production operations. Consequently, it is important for managers in all sectors to understand the problems and challenges inherent in designing and delivering high quality services for their customers and business partners. In this unit, students will be encouraged to explore and reflect on real world services marketing through examples, case studies and tutorial discussions that draw on relevant academic theory.

Aims

The aims of this unit are to (1) develop students' abilities to collect and synthesise marketing information about service firms and to (2) develop services marketing solutions based on insights into services marketing theories and best practice in the service sector.

Objectives

Course Learning Goals (Postgraduate)

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 which are 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 Well-researched knowledge and critical understanding applied to issues at the forefront of a specialised discipline area
1.2 Ability to select and use effectively a range of tools and technologies to locate and/or generate information appropriate to the disciplinary context

Be critical thinkers and effective problem solvers (CTA)

2.1 Apply logical, critical and creative thinking and judgement to generate appropriate solutions to problems in the disciplinary context

Be professional communicators in an intercultural context (PC)

3.1 Ability to create and present professional documents and/or reports using high levels of analysis/synthesis/evaluation for a range of contexts and audiences
3.2 Ability to orally communicate and justify ideas and information, at a professional level, for a variety of contexts and audiences, including peers and discipline specialists

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

4.1 Operate effectively and with flexibility to achieve common goals in collaborative settings, using a range of skills, including leadership, negotiation, reflection, proactivity and support for team members

Have a Social and Ethical Understanding (SEU)

5.1 Apply knowledge of the ethical, social and cultural dimensions relevant to business situations, including appropriate standards or codes of practice, to provide courses of action

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

1. Demonstrate an ability to analyse principles of effective service management within different case settings such as private firms, agencies, not-for-profit organisations and government services.
2. Explain how the 7 'P' services marketing paradigm can be used to respond to marketing challenges of real world service firms
3. Identify and analyse macro and micro-environmental conditions impacting on service marketers and respond to those challenges with appropriate strategies
4. Apply critical thinking and draw upon comprehensive theoretical knowledge to review and plan services marketing strategies in an organisational setting.

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

Content

The lecture content introduces services marketing and the extended marketing mix used to implement strategic marketing in services settings. Each lecture explores critical elements of the mix including service product development and innovation, pricing and demand/supply management, physical setting or servicescape management, management of service delivery processes and distribution strategy, human resources and customer service management and marketing communication. Relationship management and service quality monitoring and management represent further topics within the lecture schedule.

Approaches to Teaching and Learning

Topics are discussed and debated in tutorials by way of group activities based on contemporary services marketing issues. A major element of assessment involves students in a critical appraisal of the marketing activities of a service firm and how these affect them as customers.

Assessment

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

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


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


• Direct: individually, either in written form or in consultation


• Indirect: to the whole class

Assessment name: Concept Test
Description: This exam may include a combination of multiple choice, short answer and long answer questions pertaining to material covered in lectures and tutorials in Weeks 1 to 6. The focus of this exam is on the student's ability to understand critical services concepts.
Length/Duration: 1 hour
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2, 3, 4 and AOL goals: KS (1.1), (1.2)
Weight: 30%
Internal or external: Internal
Group or individual: Individual
Due date: Week 7

Assessment name: Service Analysis
Description: Details of what is required from the services analysis will be provided in the lectures and tutorials.
Length: 2000 words
Formative or Summative: Formative and Summative
Relates to objectives: Unit objectives: 1, 2, 3, 4 and AOL goals: KS (1.1), (1.2)
Weight: 40%
Internal or external: Internal
Group or individual: Individual
Due date: Week 11

Assessment name: Final Exam
Description: All material covered in lectures and tutorials will be examined in the final exam. The focus will be on the students' ability to apply theoretical concepts to particular problems/situations. A combination of multiple choice, short answer and long answer questions may be used to examine student knowledge.
Length/Duration: 1.5 hours + 10 minutes perusal
Formative or Summative: Summative
Relates to objectives: Unit objectives: 1, 2, 3, 4 and AOL goals: KS (1.1), (1.2)
Weight: 30%
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 Text
Lovelock, C.H., Patterson, P.G. & Wirtz, J. (2011). Services Marketing: An Asia-Pacific and Australian Perspective (5th edn.). Pearson Australia: Frenchs Forest, NSW.

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: 18-Feb-2013