Unit study package code: MKTG3006
Mode of study: Internal
Tuition pattern summary: 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: D
Name: Steve Dix
Phone: XXXXXXXXXX
Email: XXXXXXXXXX
Location: Building: 408 - Room: 2005A
Consultation times: Tuesday 1 - 3pm; Thursday 1 - 3pm
Teaching Staff: Name: Angie Silva
Phone: TBA
Email: XXXXXXXXXX
Location: Building: TBA - Room: TBA
Name: Laraine Whelle
Phone: TBA
Email: XXXXXXXXXX
Location: Building: TBA - Room: TBA
Name: Fiona Long
Phone: TBA
Email: XXXXXXXXXX
Location: Building: TBA - Room: TBA
Administrative contact: Name: Kelly Nowak
Phone: XXXXXXXXXX
Email: XXXXXXXXXX
Location: Building: 408 - Room: 2014
Learning Management System: Blackboard (lms.curtin.edu.au)
Unit Outline
MKTG3006 Services Marketing
Semester 2, 2018
Faculty of Business and Law
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
28 Jul 2018
School of Marketing, Faculty of Business and Law
Page: 1 of 20
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
http:
fees.curtin.edu.au/incidental_fees.cfm
http:
lms.curtin.edu.au
Acknowledgement of Country
We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and
present. The Centre for Aboriginal Studies aspires to contribute to positive social change for Indigenous
Australians through higher education and research.
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 online lectures and
workshops.
Unit Learning Outcomes
All graduates of Curtin University achieve a set of nine Graduate Attributes during their course of study. These
inform an employer that, through your studies, you have acquired discipline knowledge and a range of other skills
and attributes which employers would value 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
efe
ed to as assurance of learning. The learning outcomes notify you of 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 knowledge 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 you will have achieved all of Curtin's Graduate Attributes
through the assurance of learning processes in each unit.
Faculty of Business and Law
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
28 Jul 2018
School of Marketing, Faculty of Business and Law
Page: 2 of 20
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
http:
karda.curtin.edu.au
Curtin's Graduate Attributes
Learning Activities
The workshops give you the opportunity to apply the discipline knowledge you have acquired from the
lecture material and from the course text. You are required to apply concepts instead of merely recalling
material, draw on your own experiences and
ing in your own examples. The workshops are designed to
encourage students to self-learn and to learn from one another. This is strongly reflected in the
workshop 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 XXXXXXXXXXServices Marketing: An Asia-Pacific and
Australian Perspective, 6th Edition, Pearson, Australia.
Students are NOT obliged to purchase their textbooks from any particular
provider and are free to obtain them from their chosen supplier.
(ISBN/ISSN: XXXXXXXXXX)
Other resources
Journal of Service Research; Journal of Consumer Research; Journal of Services Marketing;
Services Marketing Quarterly; Journal of Consumer Psychology; Psychology and Marketing;
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
uild 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
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
Faculty of Business and Law
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
28 Jul 2018
School of Marketing, Faculty of Business and Law
Page: 3 of 20
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
http:
ctl.curtin.edu.au
Journal of Retailing.
Assessment
Assessment schedule
*Please refer to the Late Assessment and the Assessment Extension sections below for specific details and
conditions.
Detailed information on assessment tasks
1. INDIVIDUAL PROJECT:
You have recently graduated and have secured a role as a Marketing Assistant for an App
Developer Enterprise (choose any Services focused app that you personally rate highly).
You are asked by your manager to research and prepare a report on how new Customer
Value may be created and existing Customer Value may be advanced by this App. In
writing this report, focus on value received by App users which may include some of the
following types of value: Functional, Social, Emotional, Experience, Time, Place and
Problem Solving value.
Your manager intends to use your report to help prepare a power point presentation for
the firm's founders at an upcoming strategic meeting. Your manager is time-poor and
needs you to write a report from which she will develop a strong and engaging
presentation.
Your report should cover at least the following components:
Identify the App you have chosen and provide background information on what the App
does and how it is designed to engage users and retain their loyalty. Also, outline the
usage cost, if any.
Define Customer Value and
iefly describe each of the elements of Customer Value
(Functional, Social, Emotional, Experience, Time, Place and Problem Solving value.)
Outline how each of these value propositions relate (or do not relate) to your App’s users
Define the App’s core service and discuss which value propositions are evident in your
and's core service
Determine whether the app deploys User Satisfaction measures and a positioning strategy
Outline how technology contributes to the firm's value offering
Task Value % Date Due
Unit
Learning
Outcome(s)
Assessed
Late
Assessments
Accepted?*
Assessment
Extensions
Considered?*
1
Individual Project 35% Week: Week 5
Day: Friday
Time: 5pm
1,2,5 Yes Yes
2
TopicTest 30% Week: 6 and 10
Day: TBA
Time: TBA
235 Yes Yes
3
Group Project 35% Week: 12
Day: Friday
Time: 5pm
, 12,4 Yes Yes
Faculty of Business and Law
School of Marketing
MKTG3006 Services Marketing
Bentley Campus
28 Jul 2018
School of Marketing, Faculty of Business and Law
Page: 4 of 20
CRICOS Provider Code 00301J
The only authoritative version of this Unit Outline is to be found online in OASIS
Write recommendations for improving the value offerings embedded into the App.
Include 3 – 5 strong recommendations for how the App can be improved by embedding
additional value propositions.
Remember to include any visual images into your appendix that your manager can include
into the power point presentation.
You are expected to research the topics outlined, sourcing at least five 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 your choice of App and the references that you source as well
as your personal insights in connecting the topic material to the App.
Your manager will be expecting a report that's highly relevant to the topic, well-structured