Unit rationale, description and aim
The service sector dominates the economy and is continuing to expand. Services marketing focuses on the special challenges that arise when marketing services compared to the marketing of physical products. Issues such as service design, dealing with intangibilities, the inability to inventory, difficulties in synchronising demand and supply, and controlling the performance quality of human interactions are addressed. The unit explores contemporary theory and developments in relation to the marketing of services as well as developing applied strategies for maximizing services marketing effectiveness.
Campus offering
No unit offerings are currently available for this unit.Learning outcomes
To successfully complete this unit you will be able to demonstrate you have achieved the learning outcomes (LO) detailed in the below table.
Each outcome is informed by a number of graduate capabilities (GC) to ensure your work in this, and every unit, is part of a larger goal of graduating from ACU with the attributes of insight, empathy, imagination and impact.
Explore the graduate capabilities.
Discuss the evolution of theoretical frameworks de...
Learning Outcome 01
Analyse and explain the need for special service m...
Learning Outcome 02
Analyse frameworks and strategic issues relating t...
Learning Outcome 03
Evaluate issues relating to measuring and deliveri...
Learning Outcome 04
Research, analyse and report on issues in marketin...
Learning Outcome 05
Content
Topics covered:
- The nature of services and the services marketing mix
- Consumer behaviour in services
- Customer expectations and perceptions of service
- Service development and design
- Physical aspects of services
- Employee roles in service delivery
- Customer roles in service delivery
- Service recovery
- Marketing mix strategies for services
- Managing supply and demand
- Service quality
- Service dominant logic
Assessment strategy and rationale
In order to pass this unit, two graded assessment tasks are required to be submitted and an examination sat, and they must achieve an aggregate mark of at least 50%. Marking will be in accordance with rubrics specifically developed to measure the level of achievement of the learning outcomes for each assessment item. A final grade will be awarded reflecting the overall achievement in the Unit. The assessment strategy for this Unit allows the learner to sequentially develop their knowledge and skills in services marketing to the point where they can research and analyse the services marketing strategy of a brand in an allocated product category, forming linkages to services marketing theories, concepts, contemporary research and applications. In order to develop this capability, the learner will demonstrate a knowledge of services marketing theory, concepts and practises taught in the Unit.
In order to pass this unit, you are required to submit both assessment items, sit the examination, and achieve an aggregate pass mark of 50% overall.
The assessment tasks for this unit are designed for you to demonstrate your achievement of each learning outcome.
Overview of assessments
Services Encounters Report (individual task)
Services Encounters Report (individual task)
30%
In-class Examination
In-class Examination
40%
Services Analysis Report (group task)
Services Analysis Report (group task)
30%
Learning and teaching strategy and rationale
Mode of delivery: Lectures, seminars and workshops on campus or multi-mode
Pattern of attendance and duration: 12 week-semester or equivalent. Students should anticipate undertaking 150 hours of study for this unit, including class attendance, readings and assignment preparation.
This unit takes an active learning approach to guiding students in acquiring knowledge and critical thinking about services marketing (as a sub-discipline within the broader discipline of marketing). The learner is able to explore the ‘core’ knowledge base underpinning services marketing practices, including theories, concepts and applications, in a series of face to face workshops. These workshops are designed to support the learner to actively participate in the development of their knowledge, both individually and in groups. By participating in these workshops, the learner will develop an understanding of services marketing theories, concepts and practices, as they contribute to service marketing activities. This unit takes a collaborative learning approach within the workshop through a series of lectures, discussions and examples. This approach is designed for the learner to develop critical and reflective skills in an independent and group environment.
Representative texts and references
Required text(s)
Lovelock CH, Patterson PG and Wirtz J, 2015, Services Marketing, An Asia-Pacific and Australian Perspective, 6th Edition. Pearson Australia.
Recommended references
Chitty, W, Hughes, A & D’Alessandro, S, 2012, Services marketing, Oxford University Press, Melbourne.
Fisk, R, Grove, S & John, J 2014, Services marketing, an interactive approach, 4th edn Cengage Learning, Mason, OH.
Wirtz, J, Chew, P & Lovelock, C 2012, Essentials of services marketing, 2nd edn, Pearson Education, Singapore.
Zeithaml, V, Bitner, M & Gremler, D 2013, Services Marketing: Integrating Customer Focus Across the Firm, 6th edn, McGraw-Hill Irwin, New York.