mark2055 services marketing and management s12008

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MARK2055 – Services Marketing & Management

Australian School of BusinessSchool of Marketing

MARK2055SERVICES MARKETING & MANAGEMENT

COURSE OUTLINE

SESSION 1, 2008




1. COURSE STAFF 3

1.1 Communication with Staff 3

2. INFORMATION ABOUT THE COURSE 3

2.1 Teaching times and Locations 32.2 Units of Credit 32.3 Relationship of this course to other course offerings 32.4 Approach to learning and teaching 3

3. COURSE AIMS AND OUTCOMES 4

3.1 Course Aims 43.2 Student Learning Outcomes 43.3 Teaching Strategies 5

4. STUDENT RESPONSIBILITIES AND CONDUCT 6

4.0 Continual course improvement 54.1 Workload 64.2 Attendance 64.3 General Conduct and Behaviour 64.4 Keeping informed 6

5. LEARNING ASSESSMENT 6

5.2 Assessment Details 75.3 Assignment Submission Procedure 115.4 Late Submission 115.5 Special Consideration and Supplementary examinations 115.6 Assignment Format 11

6. ACADEMIC HONESTY AND PLAGIARISM 11

7. STUDENT RESOURCES 13

7.1 Course Resources 137.2 Other Resources, Support and Information 13

8. COURSE SCHEDULE 14

APPENDIX Assignment marking sheets 18




1. COURSE STAFF

Lecturer: Dr Tracey FirthConsultation Time: Tuesday 12 2Location: Level 3, East Wing, Quadrangle Building, Room 3015

Contact Ph: 93853242Email: [email protected]

1.1 Communication with Staff

For contact outside class and consultation times please phone or email the lecturer tomake an appointment at another time.

2. INFORMATION ABOUT THE COURSE

2.1 Teaching times and Locations Updated information about class times and locations can be found on the Schoolof Marketing website:

www.marketing.unsw.edu.au/TIMETABLE/S1UG.pdf

The lectures and tutorials will be at the following time and locations. Studentsmust only attend the tutorial they have enrolled in.

Lecture Friday 10 12pm CLB 3

Tutorial 1; 12 1 CLB 3

Tutorial 2; 1 2 ASB (K E12 115)

2.2 Units of Credit MARK2055 is a 6 credit point subject.

2.3 Relationship of this course to other course offerings Services Marketing and Management (MARK2055) builds on the concepts taught inMarketing Fundamentals (MARK1012) and applies them to the services industriessector. The theory covered in MARK2055 provides the foundation for studying andcompleting SERV2003 Service Industry Project which involves using the ServicesMarketing and Management theory to analyse the organisation where you completedyour 250 hours work experience.

2.4 Approach to learning and teaching The services sector is expanding in every advanced economy of the world, thusmaking an understanding of services marketing increasingly important. Whether in the

services sector or the goods sector, service has never been so important to business,and service has never been so central to marketing. As future managers it is essentialthat you not only have a comprehensive understanding of the ideas and principles of services marketing but can apply those principles to the diverse range of situationsfaced by service marketers in a rapidly changing environment. This course thereforeuses a combination of lectures and participative tutorial activities including classdiscussions, group presentations, debates, and mini case analysis to apply the keyconcepts and theories to practice.

http://www.marketing.unsw.edu.au/TIMETABLE/S1UG.pdf

mailto:[email protected]




3. COURSE AIMS AND OUTCOMES

3.1 Course Aims

The central aim of this course is to introduce students to services marketing and to

discuss in detail the fundamental concepts and strategies that differentiate themarketing of services from the marketing of tangible goods. The key course objectivesare as follows:

1. Developing an understanding of the challenges involved in marketing and managingservices.

2. Identifying the differences between the marketing of services and the marketing of manufactured goods.

3. Identifying and analysing the various components of the “services marketing mix”including the traditional 4 Ps plus an additional 3Ps including the physicalenvironment, processes and the people involved in service transactions.

4. Understanding key issues concerning the management and measurement of service

quality and customer satisfaction.5. Appreciating the intertwined role of service personnel and customers with respect to

service delivery, service failures, and service recovery issues.6. Identifying strategies to address service organisation issues such as managing

supply and demand, relationship management, and the overlap in marketing,operations management, and human resource systems.

7. Developing important workplace skills such as cooperation, teamwork, meetingdeadlines, report writing, and oral presentations, through group projects andcooperative learning activities.

8. Becoming better more aware and less naïve service consumers.

3.2 Student Learning Outcomes

By the end of this course, you should be able to:

1. Demonstrate an understanding of the key concepts and principles of servicesmarketing;

2. Demonstrate how the characteristics of service products differ from tangiblegoods, and how this impacts on the design and execution of marketingstrategies for services;

3. Identify different approaches to classifying the types of businesses that makeup the services industry;

4. Further develop critical thinking and problem solving skills in the area of services marketing and management through experiential marketing activitiesin the tutorials;

5. Develop an operational plan for a group project;

6. Identify and utilise service design criteria to evaluate the servicescape of aservice provider;

7. Understand how different elements of marketing mix can be used to address arange of marketing issues facing services organisations;

8. Understand the importance and process of blueprinting a service deliverysystem to improve the service encounter for the customer;




9. Describe the problems faced by services marketing professionals as well as thetools managers might employ to increase customer (client) perceptions of service quality, value and satisfaction;

10. Apply the services marketing theory to evaluate good and bad serviceencounters from the customer perspective;

11. Employ effective and efficient group work strategies in a problem solvingenvironment;

12. Clearly and confidently present your work in both oral and written format.

These learning outcomes are designed to help students to develop various UNSWgraduate attributes as outlined on the University website:http://www.ltu.unsw.edu.au/content/course_prog_support/unsw_grad_atts.cfm?ss=0

including:

· Skills in scholarly enquiry (1)

· In depth engagement with the relevant disciplinary knowledge (2)

· The capacity for analytical and critical thinking and creative problemsolving (3)

· The ability to engage in independent and reflective learning (4)

· Information literacy (5)

· the capacity for initiative and creativity (6)

· an appreciation and respect for diversity (7)

· the skills required for collaborative and multidisciplinary work (9)

· the skills for effective communication (12)

3.3 Teaching Strategies This course will be conducted using a lecture/tutorial format. A two hour lecture will beused to introduce students to the key concepts, principles and theories of servicesmarketing and management. A one hour tutorial will provide an interactive forum for students to apply the concepts learned during the lecture to experiential activities in theclass room and other field work activities. The tutorials will require students to activelyparticipate in group discussions and presentations. The tutorials will also allow studentsto ask questions about the lecture material and to discuss issues related to the keytopic areas. A key stage of the group assignment will also be presented during the

tutorials.

It is hoped that the tutorial activities and the discussion stimulated in the tutorials willallow students to share their everyday customer and employee experiences and tolearn from the experience of their peers and the lecturer. The lecture topics and contentwill be closely aligned to most of the chapters in the set text. It is your responsibility tohave read the chapter for each week’s lecture topic and to complete the set tutorialactivity prior to coming to class. The lecture schedule, reading schedule and tutorialactivities are outlined over the following pages.

http://www.ltu.unsw.edu.au/content/course_prog_support/unsw_grad_atts.cfm?ss=0




4. STUDENT RESPONSIBILITIES AND CONDUCT

4.0 CONTINUAL COURSE IMPROVEMENT

Each year feedback is sought from students and other stakeholders about the coursesoffered in the School and continual improvements are made based on this feedback.

Since last year, the changes have been made to various aspects of the course. Thepeer evaluation process has been redesigned for the group assignment so that it iseasier for students to complete the required forms. The weighting of the assignmentshas also been changed so that a greater emphasis is placed on individual assessmentrather than group work. UNSW's Course and Teaching Evaluation and Improvement(CATEI) Process (http://www.ltu.unsw.edu.au/ref4 5 1_catei_process.cfm ) is one of theways in which student evaluative feedback is gathered. Significant changes to coursesand programs within the School are communicated to subsequent cohorts of students.

4.1 WORKLOAD

It is expected that you will spend at least ten hours per week studying this course.This time should be made up of reading, research, working on tutorial exercises and

assignments, and attending classes. In periods where you need to completeassignments or prepare for examinations, the workload may be greater.

Over commitment has been a cause of failure for many students. You should take therequired workload into account when planning how to balance study with employmentand other activities.

4.2 Attendance Your regular and punctual attendance at lectures and tutorials is expected in thiscourse. University regulations indicate that if students attend less than eighty per centof scheduled classes they may be refused final assessment.

4.3 General Conduct and Behaviour You are expected to conduct yourself with consideration and respect for the needs of your fellow students and teaching staff. Conduct which unduly disrupts or interfereswith a class, such as ringing or talking on mobile phones, is not acceptable andstudents may be asked to leave the class. More information on student conduct isavailable at: www.my.unsw.edu.au

4.4 Keeping informed You should take note of all announcements made in lectures, tutorials or on the courseweb site. It is essential that you check the course website each week before coming toclass. Any last minute announcements or changes to the lecture or tutorial schedulewill be posted there. From time to time, the University will send important

announcements to your university e mail address without providing you with a paper copy. You will be deemed to have received this information. It is your responsibility todownload the lecture notes from WebCTVista prior to coming to class each week. If you have any difficulty accessing WebCTVista please contact the lecturer immediately.

5. LEARNING ASSESSMENT

5.1 Formal Requirements

In order to pass this course, you must:Ø Achieve a composite mark of at least 50;Ø Make a satisfactory attempt at all assessment tasks (see below).

http://www.my.unsw.edu.au/

http://www.ltu.unsw.edu.au/ref4-5-1_catei_process.cfm




5.2 Assessment Details

A mix of individual and group assessment will be used to assess student achievementof the learning outcomes in this course. The group project will include a series of milestone assignments due throughout the semester. Each assignment is discussed indetail below.

Assessment item Weighting Due Date Learning outcomes

Stage 1 group assignment Operational plan

5% Wk 3 (April 4) 5, 11, 12

Stage 2 group assignment Service Blueprint Report

20% Wk 8 (May 9) 1, 8, 11, 12

Stage 3 group assignment Servicescape presentations

20% Wk 10 (May 28) 1, 4, 6, 7, 9, 11, 12

Service Encounter paper (individual)

20% Wk 5 (April 18) 1, 10, 12

Final exam 35% Formal examperiod

1, 2, 3, 7, 9, 12

The Group project (45%)

§ Stage 1 group assignment – Operational plan for group assignment – Duein the tutorial Week 3 (5%)

In the tutorial in Week 1 you are to organise yourself into a group of 3 4 students for

the group assignment.

To minimise the chance of problems and conflict occurring among team members in agroup project it is important that the team members formulate and agree upon anoperational plan at the outset of the project. It is best to organise the group into definedareas of responsibility to specialise the efforts, avoid duplication and improvecommunications.

For this assignment your group is to write a 3 page (Maximum 750 words) operationalplan for the project. How the plan is structured is left up to the group however it shouldcontain the following information:

Ø The name of the team and individual group members; (2 Marks)

Ø An outline of the roles and responsibilities of each group member in relation tostages 2 and 3 of the group assessment; (6 marks)

Ø A group schedule of meeting times and locations for working on theassignments; (4 Marks)

Ø An overview of the service sector you have chosen and discussion of your reasons for choosing to focus on this sector; (8 Marks)

Ø Information about the service organisation chosen as the focus of the project(Type of business, core product, target market, location, size, age) andjustification for choosing this business (it must be a firm with a significantservice component and a business that you can visit in person in order to

undertake Stage 2 and 3 of the group assignment). (10 Marks)




Stage 2 group assignment – Service Blueprint report (Due Week 8, May 9)

The purpose of this assignment is for you to develop an understanding of the processof service blueprinting and its importance for managers. You are required to useservice blueprinting to analyse the service process for your chosen service provider (as discussed in Stage 1 – the operational plan for the assignment) and to graphicallyillustrate the service blueprint for your organisation on paper. A 1000 word report is tobe submitted with your illustrated blueprint.

In order to complete this assignment you will need to undertake the following steps inyour chosen group:

1. Using the local service provider that you chose for your operational plan (abusiness that has a significant service component) you are to visit and observeyour chosen business.

2. Read Chapter 7 from the textbook (p214 220) for an overview of the serviceblueprinting process and for an example of how to illustrate your blueprint.

3. Create a blueprint for your chosen service organisation. Each blueprint shouldinclude the components listed in Chapter 7 and discussed in the lecture. Alllines should be clearly labelled and arrows should be included in the blueprintto indicate the order of activities. The blueprint should include at least four boxes of support processes. Potential “bottlenecks” or “fail points” in theservice delivery process should also be identified. (20 Marks)

4. In addition to the blueprint your group must write 1000 words addressing thefollowing issues:

a. What are the critical points within the service delivery process for thisorganisation (from both a customer and employee perspective)? Why?(10 marks)

b. Describe what you believe to be the three key elements of physicalevidence revealed in the blueprint and discuss how they influence thecustomer’s experience. (12 marks)

c. Identify and describe three potential bottlenecks (points in the processwhere backups or slow delivery may occur) and/ or fail points (points inthe process where problems may occur). (9 marks)

d. Suggest possible solutions/alternatives to address these potentialproblem areas. (9 marks)

* The marking criteria for this assignment are illustrated in Appendix 1.

Peer evaluation for the group assignment

To ensure that all students receive a fair mark, peer evaluation will be utilised for Stage2 and 3 of the group assignment. Peer evaluation allows the marker to ensure that the‘group mark’ each person receives for his or her team’s assignment reflects eachperson’s respective contribution to the project. An outline of how the peer evaluationprocess will be conducted and calculated is available in Appendix 3. Each groupmember is to complete the form and submit it to the lecturer in a sealed envelope withthe group assignment.




· Stage 3 group assignment – Servicescape evaluation video Due in tutorialin week 10, 11, 12 (20%)

This stage of the group project involves evaluating the servicescape of your chosenservice business. The servicescape is the environment where the service is deliveredthat has the potential to affect the customer’s experience. There are two parts to this

assignment:

the creation of a short video of the servicescape for your chosen business;

A 10 minute tutorial presentation using the servicescape video that you havecreated and other visual aids to evaluate the servicescape of your chosenbusiness focusing on answering the questions below.

For this assignment your group is to produce a short video analysing the servicescapeof your chosen service provider. Your video will be shown in class and used to supporta 10 minute presentation. In the tutorial in Week 3, your group will be allocated apresentation time for the tutorial in either week 10, 11 or 12.

For your chosen servicescape you are to address the following questions drawing on

the relevant theory and Services Marketing literature:

1. Considering the customer behaviour, expectations and perceptions of theservicescape for this type of business, what are the important issues that mustbe considered in the design and maintenance of the servicescape, so that ithas a positive influence on customer expectations and level of satisfaction?

2. Which of the following characteristics (colour, lighting, shapes, sound, smell)are most important in the design of the servicescape for your chosen business?

3. What is done well in this servicescape? Use the video to point to specificexamples.

4. What aspects are not done very well in this servicescape? (Use the video to

demonstrate examples). How might these influence customer behaviour?

5. How could these negative aspects of the servicescape be improved or alteredto positively influence the service experience? Use the video to point outspecific examples. You can provide other evidence eg pictures, photos, propsetc to support your recommendations.

6. How does the service provider use the servicescape to differentiate themselvesfrom their competitors?

Tips regarding your presentation:

· Time management is an important skill when preparing and delivering presentations. Marks will be deducted from presentations that run over time or presentations that fall well short of the 10 minutes.

· Video presentations should be in a format compatible with the Powerpoint program used on the internal computer in your tutorial room.

· Video presentations should be brought to class on a memory stick that can beput into the USB drive of the computer installed in your tutorial room. Nopersonal computers can be used.

· The lecturer takes no responsibility for poor sound quality if you have not tested your presentation prior to the day of your tutorial presentation and marks will be

deducted accordingly.




Service Encounter paper 20% Due week 5 (April 18)

You are required to write a 1500 word paper that describes two service experiences:(1) your best service encounter; and (2) your worst service encounter. Your evaluationshould be based on service encounters that you have had in the past few months. Thetwo encounters should be evaluated from your own perspective as a consumer and

from the perspective of a services marketing scholar. Some factors to consider whenevaluating your service encounters include:

· The type of service that was consumed;

· Degree of customer contact, level of customer involvement;

· The circumstances that led to and influenced this encounter (pre purchasebehaviour see Figure 2.1 p36 of text, the impact of culture p37of text);

· Factors that were present at the service delivery stage (see Figure 2.1 p36text);

· Exactly what did the firm/employee say or do?

· How satisfied were you with the encounter? What made you feel that way?(consider the 7Ps)

· What was you level of satisfaction based on?

When writing from the perspective of a marketing scholar you should base your discussion on Chapter 2 and 3 from your textbook. The following topic areas withinthese chapters are of relevance to your service encounter evaluation:

· Understanding consumer behaviour (the impact of culture, pre purchasedecision making, perceived risk and information search);

· The service encounter (levels of customer contact, mood states, role an script

theory);

· Understanding customer needs and values (fairness and equity, security etc);

· Critical incidents in service encounters;

· Customer satisfaction and perceived service quality;

· Influences on satisfaction evaluations.

There are no rules regarding the format of your paper although where theory is citedreferences should be provided and you should ensure your ides are clearly andconcisely stated. Topic headings could be used to guide the reader through the keythemes as they relate to each service encounter.

Final exam – 35% (To be held in the formal exam period)

This assessment relates to student learning outcomes 1, 2, 3, 7, 9 and 12. It willinvolve a 2 hour closed book exam. The exam will be based on all of the lecturesincluding Power point slides, relevant chapters from the textbook and notes taken inclass. The format of the exam will be multiple choice, short answer questions and anessay. More information about the exam format will be given in class closer to the endof semester.

Students can undertake revision for the exam on a weekly basis by addressing thereview questions provided at the end of each chapter from the textbook that relate toeach week’s lecture topic. These are a good indication of the style of short answer questions that will be asked in the final exam.




5.3 Assignment Submission Procedure

Assignments are to be handed in either in class or into the nominated Assignment Box,at the School of Marketing, on Level 3, Quadrangle building by 4pm on the due date,unless otherwise stated.

5.4 Late Submission

Late submission of assignments will attract a penalty of 10% per day. If an extension isrequired due to extenuating circumstances the lecturer should be notified by email or inwriting well before the due date. Similarly if you are experiencing problems with your group members for any reason you must approach the lecturer early in the semester toresolve the issues.

5.5 Special Consideration and Supplementary examinations

ASB Policy and Process for Special Consideration and Supplementary Exams inUndergraduate Courses

In the ASB, requests for special consideration are determined by a Faculty wide panelwhich will advise the Lecturer in Charge of appropriate action.If the Faculty panel (see above) grants a special consideration request, this may entitlethe student to sit a supplementary examination. In such cases the followingprocedures will apply:∙ Supplementary exams will be scheduled centrally and will be held approximatelytwo weeks after the formal examination period. Actual date will be advised by mid semester.∙ Where a student is granted a supplementary examination as a result of a request

for special consideration, the student’s original exam (if completed) will not be markedand only the mark achieved in the supplementary examination will count towards thefinal grade.

Further information concerning supplementary examinations is available on the‘Policies and Guidelines for Current Students’ page of the ASB website:www.business.unsw.edu.au/currentstudents

5.6 Assignment Format

The marking criteria and presentation guidelines for each assignment are outlined inthe Appendix.

6. ACADEMIC HONESTY AND PLAGIARISM

The University regards plagiarism as a form of academic misconduct, and has verystrict rules regarding plagiarism. For full information regarding policies, penalties andinformation to help you avoid plagiarism see:http://www.lc.unsw.edu.au/plagiarism/index.html

http://www.lc.unsw.edu.au/plagiarism/index.html

http://www.business.unsw.edu.au/currentstudents




Plagiarism is the presentation of the thoughts or work of another as one’s own.* Examplesinclude:

· direct duplication of the thoughts or work of another, including by copying work, or knowingly permitting it to be copied. This includes copying material, ideas or concepts froma book, article, report or other written document (whether published or unpublished),composition, artwork, design, drawing, circuitry, computer program or software, web site,

Internet, other electronic resource, or another person’s assignment without appropriateacknowledgement;

· paraphrasing another person’s work with very minor changes keeping the meaning, formand/or progression of ideas of the original;

· piecing together sections of the work of others into a new whole;

· presenting an assessment item as independent work when it has been produced in wholeor part in collusion with other people, for example, another student or a tutor; and,

· claiming credit for a proportion a work contributed to a group assessment item that isgreater than that actually contributed.†

Submitting an assessment item that has already been submitted for academic credit elsewheremay also be considered plagiarism.

The inclusion of the thoughts or work of another with attribution appropriate to the academicdiscipline does not amount to plagiarism.

Students are reminded of their Rights and Responsibilities in respect of plagiarism, as set out inthe University Undergraduate and Postgraduate Handbooks, and are encouraged to seekadvice from academic staff whenever necessary to ensure they avoid plagiarism in all its forms.

The Learning Centre website is the central University online resource for staff and studentinformation on plagiarism and academic honesty. It can be located at:

www.lc.unsw.edu.au/plagiarism

The Learning Centre also provides substantial educational written materials, workshops, andtutorials to aid students, for example, in:

· correct referencing practices;

· paraphrasing, summarising, essay writing, and time management;

· appropriate use of, and attribution for, a range of materials including text, images, formulaeand concepts.

Individual assistance is available on request from The Learning Centre.

Students are also reminded that careful time management is an important part of study and oneof the identified causes of plagiarism is poor time management. Students should allow sufficienttime for research, drafting, and the proper referencing of sources in preparing all assessment

items.

* Based on that proposed to the University of Newcastle by the St James Ethics Centre. Used with kind permissionfrom the University of Newcastle† Adapted with kind permission from the University of Melbourne.

http://www.lc.unsw.edu.au/plagiarism




7. STUDENT RESOURCES

7.1 Course Resources

Ø Prescribed text:

Lovelock, C. Patterson, P. Walker, R. (2007) Services Marketing an Asia Pacific andAustralian perspective fourth edition, Pearson Education, French’s Forest.

Ø Additional readings/materials:

Assignment instructions, course announcements and any additional material thatbecomes important throughout the semester will be posted on WebCT

7.2 Other Resources, Support and Information

The University and the Faculty provide a wide range of support services for students,including:

·

Learning and study supporto FCE Education Development Unit (http://education.fce.unsw.edu.au )

o UNSW Learning Centre (http://www.lc.unsw.edu.au )o EdTec – WebCT information (http://www.edtec.unsw.edu.au )

· Counselling support http://www.counselling.unsw.edu.au

· Library training and support services http://info.library.unsw.edu.au

· Disability Support Services – Those students who have a disability that

requires some adjustment in their teaching or learning environment areencouraged to discuss their study needs with the Course Coordinator or the

Equity Officer (http://www.equity.unsw.edu.au/disabil.html). Early notification isessential to enable any necessary adjustments to be made.

In addition, it is important that all students are familiar with University policies andprocedures in relation to such issues as:

· Examination procedures and advice concerning illness or misadventurehttps://my.unsw.edu.au/student/academiclife/assessment/examinations/examinationrules.html

· Occupational Health and Safety policies and student responsibilities;http://www.riskman.unsw.edu.au/ohs/Policies%20&%20Procedures/UNSW%20OHS%20Accountability.pdf

http://www.riskman.unsw.edu.au/ohs/Policies%20&%20Procedures/UNSW%20OHS%20Accountability.pdf

https://my.unsw.edu.au/student/academiclife/assessment/examinations/examinationrules.html

http://www.equity.unsw.edu.au/disabil.html

http://info.library.unsw.edu.au/

http://www.counselling.unsw.edu.au/

http://www.edtec.unsw.edu.au/

http://www.lc.unsw.edu.au/

http://education.fce.unsw.edu.au/




9. Lecture Schedule

Week Date Lecture Topic Reading Assignment

Due dates 1 Mar 14 Introduction to services

marketing

Ch 1

2 Mar 21 Good Friday public

holiday – No classes

Mid sessionbreak

Mar 28 No classes

3 April 4 Consumer behaviour &

service encounters

Ch 2 Operational

plan for group

assignment5%

4 April 11 Building customer relationships through

service quality

Ch 3, 12

5 April 18 Service development &design

Ch 6, 7 Serviceencounter report 20%

6 April 25 Anzac day publicholiday – No classes

7 May 2 Service recovery Ch 13

8 May 9 Technology in servicedelivery

Ch 9(P251 259)

Serviceblueprintreport 20%

9 May 16 Designing the servicecommunications mix Ch 10

10 May 23 Pricing and revenuemanagement

Ch 8 Servicescapeevaluationpresentations

20%

11 May 30 Managing capacity &demand

Ch 9

12 June 6 Managing people for

service advantage

Ch 4

10. TUTORIAL SCHEDULE AND WEEKLY ACTIVITIES

Week Date Tutorial Topic Tutorial Activity

1 Mar 14 Introduction toservices

marketing

In class you will be allocated one of the followingtypes of business: (Fine dining restaurant, gym,

dog walking service, hair salon, insurancecompany)

1. For your business consider the marketingproblems caused by the issues of:

(i) Intangibility

(ii) Inseparability




(iii) Heterogeneity

(iv) Perishability2. What could your business do to address each of

these issues provide specific examples)

2 Mar 21 Good Fridaypublic holiday –

No classes

Mid sessionbreak

Mar 28 No classes

3 April 4 Consumer behaviour &

serviceencounters

1. For the online dating service RSVP.com,show how the seven elements of theservices marketing mix might be used bymanagement to attract customers and

create value.2. A private health and fitness club wishes

to operate in a geographical area notrenowned for active participation in sucha venture. In recommending a strategy toattract customers, what advice would yougive the club on perceived risk by

potential new customers and how thiscould be reduced?

4 April 11 Building

customer relationships

through servicequality

Before class, read the mini case study on page 91

of the textbook and answer the three questions onpage 92.

Class debate:

“The customer is always right” 5 April 18 Service

development &design

Read the minicase: The Hong Kong AirportExpress on page 195 of the textbook and answer the 4 questions that accompany the case.

Also consider:

1. What opportunities might this businesshave to create line extensions for itscurrent or new target markets?

2. What impact might these extensions haveon its present services?

6 April 25 Anzac day public

holiday – Noclasses

7 May 2 Service recovery Read the following scenario then address the

questions that follow.

Scenario:A loyal British Airways business customer booked his flight online carefully selecting hisfavourite seat in economy class and as a

vegetarian decided to select his meal in advance




so as to guarantee himself the desired level of

service. On the day of his flight he went to check in via the self check in booth so as to save time

and then checked his luggage through at theCheck in counter. To his frustration he hadn’tbeen allocated his chosen seat and had to be givenone of the last remaining seats on the flight amiddle row with limited legroom. Once on the

plane there was a mix up with his meal and hewas unable to get a vegetarian meal as not enough

vegetarian meals had been made. Finally when hereached his destination he waited at the baggagecarousel only to find that his baggage had beenput on the wrong flight, the mix up making himvery late for his scheduled business meeting.

Frustrated with the errors that had occurred hewanted to complain but could only find a staff

member at the baggage claim counter whoappeared uninterested in his situation. In a finalattempt to vent his anger he decided to write acomplaint letter to the general manager of theairline.

1. If you were the general manager

receiving the complaint letter from thiscustomer how would you deal with thesituation?

2. What factors influenced your chosenrecovery strategy?

3. What steps could British Airways take tominimise the chance of situations like this

occurring in the future?

8 May 9 Technology in

service delivery

Before coming to class you are to think of 2

service organisations that have moved their service delivery mode towards self service byutilising self service technologies.

Identify one organisation that has utilised the

technology effectively and one organisationwhose use of technology has reduced the level

of service offered from the customer’sperspective. Then for each business answer thefollowing questions:

(i) What type of service organisation is it?(ii) Was the business originally a low,

medium or high customer contact

organisation?(iii) How has the use of technology changed

the service offering for this business?(iv) How has the introduction of the

technology benefited the business?




(v) How has the introduction of the new

technology benefited the customer?(vi) What problems/issues have emerged as

a result of implementing the newtechnology? Why?

(vii) How would you use technologyto improve this business?

9 May 16 Designing theservice

communicationsmix

For each business identify which elements of themarketing communications mix you wouldemploy and for what purpose.

(i) A newly established hairdressing salon in a

local suburban shopping centre(ii) A charitable organisation preparing to

embark upon a pre Christmas fundraisingcampaign

(viii) An established restaurant which hasrecently had declining patronage due to

increased competition and socioeconomic‘bet tightening’

(ix) An independent but substantial accounting

practice in a large suburban area.

10 May 23 Pricing andrevenue

management

Servicescape presentations

11 May 30 Managingcapacity &

demand


12 June 6 Managing peoplefor service

advantage





APPENDIX 1 –

Blueprint assignment marking Sheet (20%)

Student names:

Chosen business:

Content HD85 100

D75 84

CR65 74

P50 64

F<50

Blueprint diagram (20 Marks)

· Attention to detail

· Identification of bottlenecks or failpoints

· 4 boxes of support processesprovided

· Professionalism/ clarity of diagram

1000 word report (40 Marks)

· Description of critical points in theservice delivery process (10Marks)

· 3 key elements of physicalevidence revealed in the blueprint/their influence on the customer experience (12 Marks)

· Description of 3 bottlenecks or failpoints (9 Marks)

· Recommended solutions toaddress the potential problemareas (9 Marks)

Mark: /60

Comments:




APPENDIX 2 –

Servicescape video and presentation (20%)

Student names:

Chosen business:

Content HD85 100

D75 84

CR65 74

P50 64

F<50

Video (15 Marks)

· Servicescape characteristics eachaddressed in sufficient detail(lighting, shapes, sound, colour,

smell, layout, design etc) (5 marks)

· Quality/professionalism of thevideo (sound, picture, attention todetail) (5 Marks)

· Good use of examples (5 Marks)

Presentation (30 marks)

· Identification of key issues for your type of business (5 marks)

· Presentation well supported byexamples from the video (5 Marks)

· Time management – was eachquestion addressed in sufficientdetail

· Coordination of the in classpresentation and video (4 marks)

· What is done well in theservicescape? (5 marks)

· What aspects need improving?(5 marks)

· How could these aspects beimproved? (5 marks)

·

Use of other audiovisual aids(3 marks)

· Team work (balanced contributionof each tem member duringpresentation)

(3 marks)

Mark: /45

Comments:




APPENDIX 3 –

MARK2055SERVICES MARKETING & MANAGEMENT

Peer Assessment Evaluation

Student Number: ______________ Name: _______________________

Due Date: At your team presentation, Week 10, 11, OR 12.

Purpose

This document assists the teaching staff in ensuring that all students receive a fair mark. It allows us to

determine that the ‘group mark’ each individual receives for his or her team’s assignment reflects eachperson’s respective contribution to the project. Put another way, the main purpose of the evaluation is toreward high performing students and to penalise underperforming students.

Criteria for individual assessment

1. Quantity of contributions Attendance at meetings

Number of tasks taken on

Size of tasksAmount of time spent on tasks

2. Quality of contributions Completed tasks, on timeMade genuine and concerted effort at all times

Accurate and relatively error free material presentedHighly imaginative or creative

3. Contribution to team Help create positive atmosphere in

meetings and in communication

Made suggestions, had good ideasActive in meetingsSorted problems, smoothed difficultiesHelped make decisions and kept to them

Completion

§ See next page for an explanation of the grading system.§ Write your name in the first row and underline.

§ List a mark out of 10 each team member, please provide your reasons (e.g., Member XX did extraresearch or Member YY did not attend meetings regularly). You may use more space than thatprovided.

Name Marks Reason




Peer Evaluation Marking Scheme

In order to provide an opportunity for substantial individual contributions to team performance tobe rewarded the following marking scheme is proposed.

§ STEP 1: The assignment will be marked and awarded a mark out of 20 (for illustrative purpose

only).§ STEP 2: Each student will provide their tutorial leader with a rating of their own contribution and

their assessment of the individual contribution of each of the other members of their syndicate. Thiswill be a score out of 10 that reflects the amount and quality of the effort made by each of thesyndicate members.

§ STEP 3: The ratings provided by each team member will be collated, averaged and converted to apercentage out of 100 to determine the proportionate contribution of each team member to the teamresult.

§ STEP 4: Half the total mark out of 20 will be credited to each student in the group.

§ STEP 5: The other half of the total mark will be multiplied by the number of members in the teamand placed in a pool.

§ STEP 6: The pool will be allocated back to each team member based on the calculation of theproportionate contribution made by each team member.

§ STEP 7: The two marks determined in STEPS 4 and 6 will be added to give each student’s grade for the assigment.

The following example will illustrate the calculation of marks.

STEP 1:

A four member group receives a mark of 14 out of 20. (NOTE: For steps 2 to 6 all calculations will be rounded to 1 decimal place)

STEP 2: The individual ratings (out of 10) from each member average as follows:

Simone 8 Tran 10 John 7 Zoe 10

Total 35

STEP 3: RELATIVE CONTRIBUTIONSimone 8 = 23% Tran 10 = 29% John 6 = 17% Zoe 10 = 29%TOTAL: 100%

STEP 4: Simone 7 Tran 7 John 7 Zoe 7

STEP 5: Pool of Marks4 (group size) x 7 marks = 28 marks

STEP 6: RELATIVE POOL OF MARK CONTRIBUTION

Simone 8 = 23% 28 6.4Tran 10 = 29% 28 8.1

John 6 = 17% 28 4.8Zoe 10 = 29% 28 8.1

100% 28

STEP 7: Simone 7+ 6.4 = 13

Tran 7+ 8.1 = 15 John 7+ 4.8 = 12 Zoe 7+ 8.1 = 15



APPENDIX 4 –

Student name:

Service Encounter marking sheet (20%)

ContentHD85 100

D75 84

CR65 74

P50 64

F<50

Depth of analysis (5 Marks)

Theoretical underpinning of your evaluation (10 Marks)

Demonstrated understanding of relevant services marketing &management concepts (10 Marks)

Well balanced discussion (equaltime given to best and worstencounter/ perspective of consumer and marketing scholar) (5 Marks)Well constructed discussion (clear

and concise explanation, grammar,sentence and paragraphconstruction) (5 Marks)

Correct referencing (use of academic references textbooks,journal articles) (5 Marks)

TOTAL MARK: /40

Comments:

mark2055 services marketing and management s12008

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