代写 Curtin MKTG3006 Services Marketing

代写 Curtin MKTG3006 Services Marketing
  Unit study package code: MKTG3006 Mode of study: Internal Tuition pattern summary: Note: For any specific variations to this tuition pattern and for precise information refer to the Learning Activities section. Online Class: 1 x 1 Hours Weekly Workshop: 1 x 2 Hours Weekly 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: Dr Name: Steve Dix Phone: +618 9266 7246 Email: Steve.Dix@cbs.curtin.edu.au Location: Building: 408  - Room: 2005A Teaching Staff: Administrative contact: Name: Kelly Nowak Phone: +618 9266 9585 Email: Kelly.Nowak@cbs.curtin.edu.au Location: Building: 408  - Room: 2014 Learning Management System: Blackboard (lms.curtin.edu.au)  Unit Outline MKTG3006 Services Marketing Semester 1, 2016 Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 1 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS Acknowledgement of Country We respectfully acknowledge the Indigenous Elders, custodians, their descendants and kin of this land past and present. 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 lectures and tutorials. Unit Learning Outcomes All graduates of Curtin University achieve a set of nine graduate attributes during their course of study. These tell an employer that, through your studies, you have acquired discipline knowledge and a range of other skills and attributes which employers say would be useful 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 referred to as assurance of learning. The learning outcomes tell you 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 achievement 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 we can say you will have achieved all of Curtin's Graduate Attributes through the assurance of learning process in each unit. 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 build 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  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 2 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS Curtin's Graduate Attributes Learning Activities The tutorials give you the opportunity to apply the discipline knowledge you have acquired from the lectures and from the course text. You are required to apply concepts instead of merely recalling material, draw on your own experiences and bring in your own examples. The tutorials are designed to encourage students to self - learn and to learn from one another. This is strongly reflected in the tutorial 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. (2014). Services Marketing: An Asia - Pacific and Australian Perspective, 6 th Edition, Pearson, Australia.  (ISBN/ISSN: 0131875523) Other resources Journal of Service Research; Journal of Consumer Research; Journal of Services Marketing; Services Marketing Quarterly; Journal of Consumer Psychology; Psychology and Marketing; Journal of Retailing. 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  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 3 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS Assessment Assessment schedule Detailed information on assessment tasks 1. You have recently graduated and have secured a role in the marketing department of an airline. You are asked by your manager to research and prepare a report outlining the importance of customer feedback for the airline, addressing the following issues: Definition and types of Customer Feedback Ways in which customer feedback can be gathered The benefits of collecting Customer Satisfaction information Concerns associated with Customer Satisfaction data How the airline may improve its collection of customer feedback Your manager intends to use your report to help prepare a verbal presentation for top management at an upcoming strategic meeting. This assessment is about developing a report (no more than 10 pages excluding references and appendices) that your manager can use to assist in developing a power point presentation at an upcoming senior management meeting. Your manager is obviously time - poor and needs you to conduct the underlying research and write a report that will lead to a strong and engaging presentation.  You are expected to research the topics outlined, sourcing at least seven 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 the references that you source. Your manager will be expecting a report that's highly relevant to the topic, well - structured and clearly written. Your manager would like to draw from your report to structure a strong 10 - 15 minute verbal presentation that will engage an audience comprising industry Services Marketing professionals. The grading of your report will be based on a rubric (see appendix 2). Please refer to this when preparing your submission. In regards to this task, note the following: l Your submission should be carefully planned prior to starting writing to ensure relevance to the topic and good sequencing of ideas l You are expected to consult at least 7 recent, high-quality journal articles on this topic as well as any other sources that you believe are relevant and authoritative l The work should be correctly referenced throughout the document (Chicago protocol) l A list of references should appear at the end of the document (Chicago protocol) l Your writing should be structured under appropriate headings and sub - headings l Appropriate use of paragraphs should be evident throughout the document Task Value % Date Due Unit Learning Outcome(s) Assessed 1 Individual Project 35 percent Week: Week 5 Day: Friday Time: 5pm 1,2,5 2 TopicTest 30 percent Week: 6 and 10 Day: TBA Time: TBA 235 3 Group Project 35 percent Week: 12 Day: Friday Time: 5pm , 12,4  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 4 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS l Avoid vague or sweeping statements l Ensure that there’s a logical flow throughout the document l Do not write in the first person (Don’t use “ I ”, “we” or “us”) l Edit your work thoroughly Length requirement: The submission should be no longer than 10 pages (1.5 spacing, 11 font) Submission: Via turnitin by Friday 5pm, week 5 2. There are TWO online multiple choice tests set during the term, each worth 15% of your final grade. You have one chance to complete the test during the week in which the test is made available. Please take special note of the time on which the test will be made available on black board.  Each test comprises 30 multiple choice questions and is to be completed within 20 minutes. Both tests are open - book assessments and you may refer to your textbook and notes during the test sessions. However, take careful note that these are challenging assessments that require a thorough knowledge of the unit material being tested. If you need to refer to the textbook or notes often, you will run out of time and fail to complete the test. You will be given your grade immediately after completing the test, regardless of whether all questions have been answered. 3. This is a group assessment in which groups of no more than 4 members are expected to: 1. Source a services firm that is willing to act as your client (have at least one option in place by week 2 class tutorial). l Ideally, your client should be a small or medium size business with little or no access to marketing expertise. Be aware that a high profile, large services business may already have sophisticated marketing programs in place and it will be hard for you to make a meaningful contribution l Examples of service firms that you may approach include: a café, restaurant, landscaper, medical or wellness practitioner, hair salon, electrician, travel agent, gym, nail bar, sporting club or any other business where the service element is a strong component of the product offering l Vote for a leader within your group. The group should acknowledge that the leader will monitor each member’s contribution to the strategic component of the plan which is awarded a group mark. If any member of the group makes no contribution to the ‘group’ task, the leader should bring this to the attention of the tutor and that member (or those members) may be awarded no marks for that section

代写 Curtin MKTG3006 Services Marketing
  of the plan. l Ask the client to nominate a specific person within their organisation who will liaise directly with your group leader, provide up-front information and agree to answer INSIGHTFUL questions emailed to him/her on a once-a-week basis l Ideally, you should spend some time at the business to at least observe the service delivery process and ideally do some basic customer research, if the client approves. l If your client raises confidentiality issues or concerns, please see your tutor for advice l Ensure that you get your tutor’s approval before finalising your potential client 2. Prepare and package a PRACTICAL services marketing plan that gives your client relevant and insightful strategic input that can be affordably implemented into their business. l Find out as much as possible about the firm, the industry in which it operates, it’s customers and staff in order to demonstrate a thorough analysis of their business environment l You should visit the firm at least once and, with permission from management, take photographs of the service environment l Within the analysis of the competitive environment, propose and justify a positioning for your client’s service firm and develop a realistic marketing strategy to evidence and support this positioning  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 5 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS l Demonstrate critical thinking, develop carefully considered solutions and practical strategic direction l Justify any suggestions you make and ensure they are realistic within this service context l Ensure that the report is written with clarity and that there is co - ordination and consistency across the sections l As with any good business report, include a cover page, executive summary, table of contents and a reference list l Do not give your client a lesson in services marketing. Rather, package your plan as a solution to your client’s services marketing needs and make use of relevant headings to showcase the contribution and the flow of the document. l Be careful to give recommendations for the future only in the Strategy section of the plan (“Service Marketing Strategies”). All other sections preceding the strategy section set out what the business is currently doing. l Where you have consulted external sources, remember to reference these appropriately. l Provide a copy of your report to the client only if you have produced excellent work. In return, request a reference letter from the client that you can add to your CV 3. Submit the report by Friday 5pm in week 12 via turnitin. l The plan should not exceed 35 pages (1.5 spacing; 11 - font) excluding the appendix l Additional information can be provided in the appendix l Very important: Whoever submits the Client report via turnitin should indicate ON THE FRONT PAGE OF THE REPORT which members are responsible for each component (other than the Strategy section which is marked as a group effort.) 4. Marking Guide The marking guide for the Client Report is shown in appendix 1 of this Unit Outline.  The suggested bullet points shown in the marking guide are  not a list that you should re - produce verbatim as headings. They are intended to provoke your thinking on those areas that may be appropriate to each topic heading. You can extend your discussion to additional areas that you think may be relevant to your client. Your grade for the client report is made up of 3 components: 1. Each student is expected to present on the weekly tutorial activity TWICE during the semester and this will contribute 20 marks (10 marks for each presentation) to your Client Report grade (see Appendix for marking guide). 2. In your group, divide the INDIVIDUAL components of the client report equally (or as close to equal as you can based on the available marks for each component) among the group members. The group leader has the final say. Each member is awarded a mark out of 60 for those components in the report that he or she completes individually. 3. The strategy component in the client plan is graded as a GROUP activity. This is worth 20 marks and each member of the group gets the same mark out of 20 for this component. Pass requirements Students must attempt all assessments and obtain an overall minimum of 50% to pass the unit. Fair assessment through moderation  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 6 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS Moderation describes a quality assurance process to ensure that assessments are appropriate to the learning outcomes, and that student work is evaluated consistently by assessors. Minimum standards for the moderation of assessment are described in the Assessment and Student Progression Manual, available from policies.curtin.edu.au/policies/teachingandlearning.cfm Late assessment policy This ensures that the requirements for submission of assignments and other work to be assessed are fair, transparent, equitable, and that penalties are consistently applied. 1. All assessments students are required to submit will have a due date and time specified on this Unit Outline. 2. Students will be penalised by a deduction of ten percent per calendar day for a late assessment submission (eg a mark equivalent to 10% of the total allocated for the assessment will be deducted from the marked value for every day that the assessment is late). This means that an assessment worth 20 marks will have two marks deducted per calendar day late. Hence if it was handed in three calendar days late and given a mark of 16/20, the student would receive 10/20. An assessment more than seven calendar days overdue will not be marked and will receive a mark of 0. Assessment extension A student unable to complete an assessment task by/on the original published date/time (eg examinations, tests) or due date/time (eg assignments) must apply for an assessment extension using the Assessment Extension form (available from the Forms page at students.curtin.edu.au/administration/) as prescribed by the Academic Registrar. It is the responsibility of the student to demonstrate and provide evidence for exceptional circumstances beyond the student's control that prevent them from completing/submitting the assessment task. The student will be expected to lodge the form and supporting documentation with the unit coordinator before the assessment date/time or due date/time. An application may be accepted up to five working days after the date or due date of the assessment task where the student is able to provide an acceptable explanation as to why he or she was not able to submit the application prior to the assessment date. An application for an assessment extension will not be accepted after the date of the Board of Examiners' meeting. Deferred assessments If your results show that you have been granted a deferred assessment you should immediately check your OASIS email for details. Supplementary assessments Supplementary assessments are not available in this unit. Referencing style The referencing style for this unit is Chicago. More information can be found on this style from the Library web site: http://libguides.library.curtin.edu.au/referencing. Copyright © Curtin University. The course material for this unit is provided to you for your own research and study only. It is subject to copyright. It is a copyright infringement to make this material available on third party websites. Academic Integrity (including plagiarism and cheating) Any conduct by a student that is dishonest or unfair in connection with any academic work is considered to be academic misconduct. Plagiarism and cheating are serious offences that will be investigated and may result in penalties such as reduced or zero grades, annulled units or even termination from the course. Plagiarism occurs when work or property of another person is presented as one's own, without appropriate  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 7 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS acknowledgement or referencing. Submitting work which has been produced by someone else (e.g. allowing or contracting another person to do the work for which you claim authorship) is also plagiarism. Submitted work is subjected to a plagiarism detection process, which may include the use of text matching systems or interviews with students to determine authorship. Cheating includes (but is not limited to) asking or paying someone to complete an assessment task for you or any use of unauthorised materials or assistance during an examination or test. From Semester 1, 2016, all incoming coursework students are required to complete Curtin’s Academic Integrity Program (AIP). If a student does not pass the program by the end of their first study period of enrolment at Curtin, their marks will be withheld until they pass. More information about the AIP can be found at: https://academicintegrity.curtin.edu.au/students/AIP.cfm Refer to the Academic Integrity tab in Blackboard or academicintegrity.curtin.edu.au for more information, including student guidelines for avoiding plagiarism. Information and Communications Technology (ICT) Expectations Curtin students are expected to have reliable internet access in order to connect to OASIS email and learning systems such as Blackboard and Library Services. You may also require a computer or mobile device for preparing and submitting your work. For general ICT assistance, in the first instance please contact OASIS Student Support: oasisapps.curtin.edu.au/help/general/support.cfm For specific assistance with any of the items listed below, please contact The Learning Centre: life.curtin.edu.au/learning - support/learning_centre.htm l Using Blackboard, the I Drive and Back - Up files l Introduction to PowerPoint, Word and Excel  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 8 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS Additional information A. Tutorial Activity leading up to the writing of the plan ( 20 marks) Students are individually selected at random during tutes to verbally present key elements from the discussion phase. Each student will be expected to complete two presentations (each worth 10 marks) over the duration of the semester. Summarise and present the key elements outlined during the tutorial group discussion. Focus on those elements of the discussion that would add value to a services marketing plan.  Each presentation (100%) is converted to a grade out of 10 with both presentations contributing 20 marks to the final client report Marking Guide  (Time: 3 minute presentation plus 2 minutes of question time) B. Writing the Services Marketing Plan (80 marks) (submit by Friday 5pm in week 12 via turnitin) Don’t forget to indicate which members completed which sections on the front page of the assignment submission Appendix 1: Marking Guide for Client Report Relevance of the presentation to the topic Contribution to the client ’s business Quality of response to question(s) from audience Quality of the presentation (confidence, clarity, delivery, audience engagement) 25 25 25 25 Total  100% Topic Area Details Marks  Individual or Group  Acknowledgements Acknowledge any assistance you received from your client (name the relevant people involved) to help complete this plan  Individual Executive Summary One page in length, this is a summary of the contents and major findings of the report. This appears first (before the table of contents) but is written last 3 marks Individual The service firm’s corporate and marketing objectives l What business is the client in? l Corporate objectives l Marketing objectives 2 marks Individual  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 9 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS Strengths and Weaknesses Outline and discuss internal strengths and weaknesses inherent in your client ’s service firm 5 marks Individual Customer Analysis l Define your client firm’s primary target market l Identify any tiers of customers within the target market (if relevant to the plan) l Distinguish between the decision maker, buyer and user for this service l Do your client’s service initiatives distinguish between new and existing customers? l Are there consumer influencers who may sway the decision? l Outline expectations and perceived service quality from a customer’s point of view l Outline the customer’s role in the service delivery process l Evaluate the existing or potential role of a customer data base l Does seasonal demand play a role? l Develop a survey to determine customer expectations and perceived service quality l Distribute the survey among at least 10 customers and analyse the survey results (ensure that these results flow into the plan). Survey and analysis can be put into the appendix of the plan. 15 marks Individual Competitor analysis l Identify direct and indirect competitors l Outline the role that proximity plays in identifying key competitors? l Identify key direct competitors who pose the greatest threat to your client firm’s customer base l Outline perceived strengths and weaknesses of key competitors 5 marks Individual The Service Product l Identify your client firm’s core service l Classify the service in terms of tangibility, contact, customisation, relational versus transactional etc. l Outline the supplementary services that apply to your client’s firm l Determine the importance of these supplementary service elements for 10 marks Individual  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 10 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS your client’s firm l Identify existing (and new) service products that apply to this marketing plan l Determine whether different service levels (tiers) are included in the service product offering l Are there any issues with your client firm’s capacity in meeting customer demand? Existing Pricing and Distribution Strategy l Outline your client firm’s current pricing and distribution strategies l How are these strategies contributing to or failing the firm? l How does your client firm’s pricing compare to direct competitors? 5 marks Individual Existing Marketing Communications Strategy l Outline the client ’s existing use of advertising, sponsorship, sales promotion, personal selling, digital promotion and direct marketing l Identify which media (if any) are being used effectively l Outline the creative approach (e.g. advertising images, messages, call to action, ad appeals, logo etc) that is being used to promote your client’s brand 5 marks Individual Existing People, Process and Physical Evidence (including the servicescape) as strategic tools (If your client does not have a servicescape, please note this in your report. In that case, you may omit this section.) l In what way does your client firm leverage its staff to add value to its marketing initiatives? l Determine the strength of your client firm’s service culture l How do front - line staff relate to and interact with customers l Include an example of a typical service dialogue for any one component of the service delivery. What does this suggest about the firm’s service culture? l In what ways do your client firm’s processes add value to the service product offering? l Outline a blueprint for any one important service process l How is technology being used to improve operational efficiency? l Identify ways in your client firm currently builds physical evidence into 10 marks Individual  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 11 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS the service product offering l Outline whether the servicescape supports your client firm’s desired image and stands out from competitors l Discuss the servicescape’s contribution to the firm’s value proposition l Use the servicescape model to evaluate your client firm’s existing service environment l Investigate any other dimensions (E.g. ambient, sensory or spatial) of the servicescape that your client is currently using to add value to the service offering Recommendations for future Service Marketing Strategies l Determine whether your plan targets the  existing  market  segment  or whether you intend to segment or re - segment the target market? l Recommend a positioning for your client and discuss how that will be supported l How would you apply customer retention versus customer attraction strategies l Discuss how the client firm may further build its relationship with customers l Identify  any  opportunity  for differentiating your service product from competitors l Apply the results of the customer satisfaction survey as well as the SERVQUAL dimensions to your client’s marketing strategy l Where  appropriate,  make recommendations  for  the  client’s service  product,  pricing  and distribution strategy l Show how IMC can be used to improve  the  client’s  presence, positioning and prospects. Include recommendations to update the client firm’s website if necessary. l Physical  Evidence:  Make recommendations  to  incorporate added physical evidence (cues) into the client ’s marketing and to align the servicescape with your client firm’s positioning 20 marks Group  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 12 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS This assignment will be graded against the following rubric: Length requirement: This submission should be no longer than 10 pages (1.5 spacing, 11 font) Enrolment It is your responsibility to ensure that your enrolment is correct  - you can check your enrolment through the eStudent option on OASIS, where you can also print an Enrolment Advice. Student Rights and Responsibilities It is the responsibility of every student to be aware of all relevant legislation, policies and procedures relating to their rights and responsibilities as a student. These include: l the Student Charter l the University's Guiding Ethical Principles l the University's policy and statements on plagiarism and academic integrity l copyright principles and responsibilities l the University's policies on appropriate use of software and computer facilities Information on all these things is available through the University's "Student Rights and Responsibilities" website at: students.curtin.edu.au/rights. l People: If there are front - line staff employed, outline what initiatives can be  introduced  to  advance  their contribution l Process: Are there any process recommendations that would add value to the client’s marketing efforts? l Outline a Service Recovery Strategy for your client’s firm Appendix 2: Marking Guide for Individual Assignment Component Mark Use of relevant information (relevance, quality, recency and number of journals referenced) Quality of written communication (Syntax and semantics) Appropriate structuring (headings, sub - headings, paragraphs) Referencing protocol Conclusions and/or Recommendations Total Marks 35 20 15 15 15 100  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 13 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS Student Equity There are a number of factors that might disadvantage some students from participating in their studies or assessments to the best of their ability, under standard conditions. These factors may include a disability or medical condition (e.g. mental illness, chronic illness, physical or sensory disability, learning disability), significant family responsibilities, pregnancy, religious practices, living in a remote location or another reason. If you believe you may be unfairly disadvantaged on these or other grounds please contact Student Equity at eesj@curtin.edu.au or go to http://eesj.curtin.edu.au/student_equity/index.cfm for more information You can also contact Counselling and Disability services: http://www.disability.curtin.edu.au or the Multi - faith services: http://life.curtin.edu.au/health - and - wellbeing/about_multifaith_services.htm for further information. It is important to note that the staff of the university may not be able to meet your needs if they are not informed of your individual circumstances so please get in touch with the appropriate service if you require assistance. For general wellbeing concerns or advice please contact Curtin's Student Wellbeing Advisory Service at: http://life.curtin.edu.au/health - and - wellbeing/student_wellbeing_service.htm Recent unit changes Students are encouraged to provide unit feedback through eVALUate, Curtin's online student feedback system. For more information about eVALUate, please refer to evaluate.curtin.edu.au/info/. Recent changes to this unit include: 1) Streamlining the unit for more effective assessment 2) Introducing a guided group assessment To view previous student feedback about this unit, search for the Unit Summary Report at https://evaluate.curtin.edu.au/student/unit_search.cfm. See https://evaluate.curtin.edu.au/info/dates.cfm to find out when you can eVALUate this unit.  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 14 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS Program calendar Week Lecture Topic Tutorial Pre - readings Tutorial Topics 1   Marketing in the Service Economy   Ch. 1    l Introduction l Overview of tutorial tasks and assessments. l Formation of groups l You have one week to determine your client for the group project (ensure that you speak with and get the client ’ s consent and cooperation)   2. Developing service products Ch. 4 Provide details of your selected client as well as the contact person at your client firm Activity 1 (based on week 1 lecture) Pre - Tutorial Preparation:  Name five differences between goods and services. Identify which of these differences have most impact for an airline. How may the airline adapt to these differences when developing its marketing strategy. In - class Discussion: In groups, discuss your answers to the activity. Post - discussion presentation Several students will be randomly selected by the tutor to present key findings from this discussion. 3 Positioning services in competitive markets Ch. 3 Activity 2 (based on week 2 lecture) Pre - Tutorial Preparation:  For your client firm you have selected, identify its core service and discuss its supplementary services. In what ways (if any) do the core and supplementary services differ from those offered by a leading competitor? In - class Discussion: In groups, discuss your answers to the activity. Post - discussion presentation Several students will be randomly selected by the tutor  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 15 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS to present key findings from this discussion. 4 Customer satisfaction and service quality  Ch. 12 Activity 3 (based on week 3 lecture) Pre - Tutorial Preparation:  For your client firm, do each of the following: l Define and profile the primary market l Identify and justify importance and determinant attributes l Devise and justify a positioning statement l Draw an appropriate positioning map explaining the basis for the dimensions selected In - class Discussion: In groups, discuss your answers to the activity. Post - discussion presentation Several students will be randomly selected by the tutor to present key findings from this discussion. 5 Distributing services Pricing Strategy Balancing productive capacity and demand Ch. 5, 6 & 7 Activity 4 (based on week 4 lecture) Pre - Tutorial Preparation:  For your client firm, do each of the following: l Ascertain the key drivers of customer satisfaction l Rank the key drivers in order of importance and justify your ranking l Briefly outline how the dimensions of SERVQUAL are (or may be) addressed In - class Discussion: In groups, discuss your answers to the activity. Post - discussion presentation Several students will be randomly selected by the tutor to present key findings from this discussion. 6 Crafting the service environment Ch 10  Term Test Revision Term Test 1 The test is based on content covered in weeks 1, 2, 3 and 4. This is a 20 - minute online test. See black board for the date and time of release. 7 Integrated services marketing Ch. 8 Activity 5 (based on week 5 lecture) Pre - Tutorial Preparation:   Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 16 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS communications l Compare the distribution strategies that may be applied by a cinema versus a real estate agency. l Compare how  value may be differently defined by tattoo artist versus a pool cleaning service l How might a casino adjust capacity to better match demand? In - class Discussion: In groups, discuss your answers to the activity. Post - discussion presentation Several students will be randomly selected by the tutor to present key findings from this discussion. 8 Managing the customer service function  Ch 11 Activity 6 (based on week 6 lecture) Pre - Tutorial Preparation:  Take photographs of your client firm’s servicescape. Outline and discuss this servicescape in terms of ambient, sensory and spatial considerations. Have you noted any customers’ responses to the servicescape?  In - class Discussion: In groups, discuss your answers to the activity. Post - discussion presentation Several students will be randomly selected by the tutor to present key findings from this discussion. 9 Managing relationships and building loyalty Ch 13 Activity 7 (based on week 7 lecture) Pre - Tutorial Activity Preparation:  Identify and justify which elements of the IMC  mix you would use in each of the following businesses: l A newly established wedding planning service l An established online dating service losing customers to new competitors (Hint: First define your target market) In - class Discussion: In groups, discuss your answers to the activity.  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 17 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS Post - discussion presentation Several students will be randomly selected by the tutor to present key findings from this discussion. 10 Handling customer complaints and managing service recovery Ch. 14 Term Test 2 The test is based on content covered in weeks 5, 6, 7 and 8.  This is a 20 - minute online test. See black board for the date and time of release. . Activity 8 (based on week 8 lecture) Pre - Tutorial Activity Preparation:  How may a traditional taxi service improve its customer service and raise its service standards? Ensure that your recommendations are specific to this type of service provider. In - class Discussion In groups, discuss your answers to the activity. Post - discussion presentation Several students will be randomly selected by the tutor to present key findings from this discussion. 11 Customer behavior, culture and service encounters Ch 2 Activity 9 (based on week 9 lecture) Pre - Tutorial Preparation:  l Outline strategies that a hotel may consider in retaining loyalty from its top spending 20% of customers l How might a night club apply tiered service for its customers? In - class Discussion In your groups, discuss your answers to the activity. Post - discussion presentation Several students will be randomly selected by the tutor to present key findings from this discussion. 12 Review Client Report Requirements / Unit Reflections Client Report Review Submit client report via turnitin by Friday 5pm  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 18 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS  Curtin Business School (CBS) School of Marketing  MKTG3006 Services Marketing Bentley Campus 04 Feb 2016 School of Marketing, Curtin Business School (CBS) Page: 19 of 19 CRICOS Provider Code 00301J The only authoritative version of this Unit Outline is to be found online in OASIS

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