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School of Marketing
MARK2055
SERVICES MARKETING & MANAGEMENT
COURSE OUTLINE
SESSION 1, 2008
MARK2055 – Services Marketing & Management Page 1
1. COURSE STAFF 3
1.1 Communication with Staff 3
2. INFORMATION ABOUT THE COURSE 3
2.1 Teaching times and Locations 3
2.2 Units of Credit 3
2.3 Relationship of this course to other course offerings 3
2.4 Approach to learning and teaching 3
3. COURSE AIMS AND OUTCOMES 4
3.1 Course Aims 4
3.2 Student Learning Outcomes 4
3.3 Teaching Strategies 5
4. STUDENT RESPONSIBILITIES AND CONDUCT 6
4.0 Continual course improvement 5
4.1 Workload 6
4.2 Attendance 6
4.3 General Conduct and Behaviour 6
4.4 Keeping informed 6
5. LEARNING ASSESSMENT 6
5.2 Assessment Details 7
5.3 Assignment Submission Procedure 11
5.4 Late Submission 11
5.5 Special Consideration and Supplementary examinations 11
5.6 Assignment Format 11
6. ACADEMIC HONESTY AND PLAGIARISM 11
7. STUDENT RESOURCES 13
7.1 Course Resources 13
7.2 Other Resources, Support and Information 13
8. COURSE SCHEDULE 14
APPENDIX Assignment marking sheets 18
MARK2055 – Services Marketing & Management Page 2
1. COURSE STAFF
Lecturer: Dr Tracey Firth
Consultation Time: Tuesday 122
Location: Level 3, East Wing, Quadrangle Building, Room 3015
Contact Ph: 93853242
Email: t.firth@unsw.edu.au
1.1 Communication with Staff
For contact outside class and consultation times please phone or email the lecturer to
make 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 School
of Marketing website:
www.marketing.unsw.edu.au/TIMETABLE/S1UG.pdf
The lectures and tutorials will be at the following time and locations. Students
must only attend the tutorial they have enrolled in.
Lecture Friday 1012pm CLB 3
Tutorial 1; 121 CLB 3
Tutorial 2; 12 ASB (KE12115)
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 in
Marketing Fundamentals (MARK1012) and applies them to the services industries
sector. The theory covered in MARK2055 provides the foundation for studying and
completing SERV2003 Service Industry Project which involves using the Services
Marketing and Management theory to analyse the organisation where you completed
your 250 hours work experience.
2.4 Approach to learning and teaching
The services sector is expanding in every advanced economy of the world, thus
making 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 essential
that 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 situations
faced by service marketers in a rapidly changing environment. This course therefore
uses a combination of lectures and participative tutorial activities including class
discussions, group presentations, debates, and mini case analysis to apply the key
concepts and theories to practice.
MARK2055 – Services Marketing & Management Page 3
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 the
marketing of services from the marketing of tangible goods. The key course objectives
are as follows:
1. Developing an understanding of the challenges involved in marketing and managing
services.
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 physical
environment, 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, meeting
deadlines, report writing, and oral presentations, through group projects and
cooperative 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 services
marketing;
2. Demonstrate how the characteristics of service products differ from tangible
goods, and how this impacts on the design and execution of marketing
strategies for services;
3. Identify different approaches to classifying the types of businesses that make
up the services industry;
4. Further develop critical thinking and problem solving skills in the area of
services marketing and management through experiential marketing activities
in the tutorials;
5. Develop an operational plan for a group project;
6. Identify and utilise service design criteria to evaluate the servicescape of a
service provider;
7. Understand how different elements of marketing mix can be used to address a
range of marketing issues facing services organisations;
8. Understand the importance and process of blueprinting a service delivery
system to improve the service encounter for the customer;
MARK2055 – Services Marketing & Management Page 4
9. Describe the problems faced by services marketing professionals as well as the
tools 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 service
encounters from the customer perspective;
11. Employ effective and efficient group work strategies in a problem solving
environment;
12. Clearly and confidently present your work in both oral and written format.
These learning outcomes are designed to help students to develop various UNSW
graduate 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)
· Indepth engagement with the relevant disciplinary knowledge (2)
· The capacity for analytical and critical thinking and creative problem
solving (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 twohour lecture will be
used to introduce students to the key concepts, principles and theories of services
marketing and management. A onehour tutorial will provide an interactive forum for
students to apply the concepts learned during the lecture to experiential activities in the
class room and other field work activities. The tutorials will require students to actively
participate in group discussions and presentations. The tutorials will also allow students
to ask questions about the lecture material and to discuss issues related to the key
topic 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 will
allow students to share their everyday customer and employee experiences and to
learn from the experience of their peers and the lecturer. The lecture topics and content
will be closely aligned to most of the chapters in the set text. It is your responsibility to
have read the chapter for each week’s lecture topic and to complete the set tutorial
activity prior to coming to class. The lecture schedule, reading schedule and tutorial
activities are outlined over the following pages.
MARK2055 – Services Marketing & Management Page 5
4. STUDENT RESPONSIBILITIES AND CONDUCT
4.0 CONTINUAL COURSE IMPROVEMENT
Each year feedback is sought from students and other stakeholders about the courses
offered 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. The
peer evaluation process has been redesigned for the group assignment so that it is
easier for students to complete the required forms. The weighting of the assignments
has also been changed so that a greater emphasis is placed on individual assessment
rather than group work. UNSW's Course and Teaching Evaluation and Improvement
(CATEI) Process (http://www.ltu.unsw.edu.au/ref451_catei_process.cfm) is one of the
ways in which student evaluative feedback is gathered. Significant changes to courses
and 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 complete
assignments or prepare for examinations, the workload may be greater.
Overcommitment has been a cause of failure for many students. You should take the
required workload into account when planning how to balance study with employment
and other activities.
4.2 Attendance
Your regular and punctual attendance at lectures and tutorials is expected in this
course. University regulations indicate that if students attend less than eighty per cent
of 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 interferes
with a class, such as ringing or talking on mobile phones, is not acceptable and
students may be asked to leave the class. More information on student conduct is
available at: www.my.unsw.edu.au
4.4 Keeping informed
You should take note of all announcements made in lectures, tutorials or on the course
web site. It is essential that you check the course website each week before coming to
class. Any last minute announcements or changes to the lecture or tutorial schedule
will be posted there. From time to time, the University will send important
announcements to your university email address without providing you with a paper
copy. You will be deemed to have received this information. It is your responsibility to
download 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).
MARK2055 – Services Marketing & Management Page 6
5.2 Assessment Details
A mix of individual and group assessment will be used to assess student achievement
of the learning outcomes in this course. The group project will include a series of
milestone assignments due throughout the semester. Each assignment is discussed in
detail below.
The Group project (45%)
§ Stage 1 group assignment – Operational plan for group assignment – Due
in the tutorial Week 3 (5%)
In the tutorial in Week 1 you are to organise yourself into a group of 34 students for
the group assignment.
To minimise the chance of problems and conflict occurring among team members in a
group project it is important that the team members formulate and agree upon an
operational plan at the outset of the project. It is best to organise the group into defined
areas of responsibility to specialise the efforts, avoid duplication and improve
communications.
For this assignment your group is to write a 3page (Maximum 750 words) operational
plan for the project. How the plan is structured is left up to the group however it should
contain 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 to
stages 2 and 3 of the group assessment; (6 marks)
Ø A group schedule of meeting times and locations for working on the
assignments; (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) and
justification for choosing this business (it must be a firm with a significant
service component and a business that you can visit in person in order to
undertake Stage 2 and 3 of the group assignment). (10 Marks)
MARK2055 – Services Marketing & Management Page 7
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 process
of service blueprinting and its importance for managers. You are required to use
service blueprinting to analyse the service process for your chosen service provider
(as discussed in Stage 1 – the operational plan for the assignment) and to graphically
illustrate the service blueprint for your organisation on paper. A 1000 word report is to
be submitted with your illustrated blueprint.
In order to complete this assignment you will need to undertake the following steps in
your chosen group:
1. Using the local service provider that you chose for your operational plan (a
business that has a significant service component) you are to visit and observe
your chosen business.
2. Read Chapter 7 from the textbook (p214220) for an overview of the service
blueprinting process and for an example of how to illustrate your blueprint.
3. Create a blueprint for your chosen service organisation. Each blueprint should
include the components listed in Chapter 7 and discussed in the lecture. All
lines should be clearly labelled and arrows should be included in the blueprint
to indicate the order of activities. The blueprint should include at least four
boxes of support processes. Potential “bottlenecks” or “failpoints” in the
service delivery process should also be identified. (20 Marks)
4. In addition to the blueprint your group must write 1000 words addressing the
following issues:
a. What are the critical points within the service delivery process for this
organisation (from both a customer and employee perspective)? Why?
(10 marks)
b. Describe what you believe to be the three key elements of physical
evidence revealed in the blueprint and discuss how they influence the
customer’s experience. (12 marks)
c. Identify and describe three potential bottlenecks (points in the process
where backups or slow delivery may occur) and/ or fail points (points in
the process where problems may occur). (9 marks)
d. Suggest possible solutions/alternatives to address these potential
problem 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 Stage
2 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 each
person’s respective contribution to the project. An outline of how the peer evaluation
process will be conducted and calculated is available in Appendix 3. Each group
member is to complete the form and submit it to the lecturer in a sealed envelope with
the group assignment.
MARK2055 – Services Marketing & Management Page 8
· Stage 3 group assignment – Servicescape evaluation video Due in tutorial
in week 10, 11, 12 (20%)
This stage of the group project involves evaluating the servicescape of your chosen
service business. The servicescape is the environment where the service is delivered
that 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 10minute tutorial presentation using the servicescape video that you have
created and other visual aids to evaluate the servicescape of your chosen
business focusing on answering the questions below.
For this assignment your group is to produce a short video analysing the servicescape
of your chosen service provider. Your video will be shown in class and used to support
a 10minute presentation. In the tutorial in Week 3, your group will be allocated a
presentation 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 the
servicescape for this type of business, what are the important issues that must
be considered in the design and maintenance of the servicescape, so that it
has 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 specific
examples.
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 altered
to positively influence the service experience? Use the video to point out
specific examples. You can provide other evidence eg pictures, photos, props
etc to support your recommendations.
6. How does the service provider use the servicescape to differentiate themselves
from 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 be
put into the USB drive of the computer installed in your tutorial room. No
personal 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.
MARK2055 – Services Marketing & Management Page 9
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 evaluation
should be based on service encounters that you have had in the past few months. The
two encounters should be evaluated from your own perspective as a consumer and
from the perspective of a services marketing scholar. Some factors to consider when
evaluating 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 (prepurchase
behaviour 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 p36
text);
· 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 within
these chapters are of relevance to your service encounter evaluation:
· Understanding consumer behaviour (the impact of culture, prepurchase
decision 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 cited
references should be provided and you should ensure your ides are clearly and
concisely stated. Topic headings could be used to guide the reader through the key
themes 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 will
involve a 2hour closed book exam. The exam will be based on all of the lectures
including Power point slides, relevant chapters from the textbook and notes taken in
class. The format of the exam will be multiple choice, short answer questions and an
essay. More information about the exam format will be given in class closer to the end
of semester.
Students can undertake revision for the exam on a weekly basis by addressing the
review questions provided at the end of each chapter from the textbook that relate to
each week’s lecture topic. These are a good indication of the style of short answer
questions that will be asked in the final exam.
MARK2055 – Services Marketing & Management Page 10
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 is
required due to extenuating circumstances the lecturer should be notified by email or in
writing 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 to
resolve the issues.
5.5 Special Consideration and Supplementary examinations
ASB Policy and Process for Special Consideration and Supplementary Exams in
Undergraduate Courses
In the ASB, requests for special consideration are determined by a Faculty wide panel
which will advise the Lecturer in Charge of appropriate action.
If the Faculty panel (see above) grants a special consideration request, this may entitle
the student to sit a supplementary examination. In such cases the following
procedures will apply:
∙ Supplementary exams will be scheduled centrally and will be held approximately
two 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 marked
and only the mark achieved in the supplementary examination will count towards the
final 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 in
the Appendix.
6. ACADEMIC HONESTY AND PLAGIARISM
The University regards plagiarism as a form of academic misconduct, and has very
strict rules regarding plagiarism. For full information regarding policies, penalties and
information to help you avoid plagiarism see:
http://www.lc.unsw.edu.au/plagiarism/index.html
MARK2055 – Services Marketing & Management Page 11
Plagiarism is the presentation of the thoughts or work of another as one’s own.* Examples
include:
· 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 from
a 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 appropriate
acknowledgement;
· paraphrasing another person’s work with very minor changes keeping the meaning, form
and/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 whole
or 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 is
greater than that actually contributed.†
Submitting an assessment item that has already been submitted for academic credit elsewhere
may also be considered plagiarism.
The inclusion of the thoughts or work of another with attribution appropriate to the academic
discipline does not amount to plagiarism.
Students are reminded of their Rights and Responsibilities in respect of plagiarism, as set out in
the University Undergraduate and Postgraduate Handbooks, and are encouraged to seek
advice 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 student
information 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, and
tutorials 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, formulae
and 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 one
of the identified causes of plagiarism is poor time management. Students should allow sufficient
time 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 permission
from the University of Newcastle
† Adapted with kind permission from the University of Melbourne.
MARK2055 – Services Marketing & Management Page 12
7. STUDENT RESOURCES
7.1 Course Resources
Ø Prescribed text:
Lovelock, C. Patterson, P. Walker, R. (2007) Services Marketing an AsiaPacific and
Australian perspective fourth edition, Pearson Education, French’s Forest.
Ø Additional readings/materials:
Assignment instructions, course announcements and any additional material that
becomes 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 support
o 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
In addition, it is important that all students are familiar with University policies and
procedures in relation to such issues as:
MARK2055 – Services Marketing & Management Page 13
9. Lecture Schedule
10. TUTORIAL SCHEDULE AND WEEKLY ACTIVITIES
1. For your business consider the marketing
problems caused by the issues of:
(i) Intangibility
(ii) Inseparability
MARK2055 – Services Marketing & Management Page 14
(iii) Heterogeneity
(iv) Perishability
2. What could your business do to address each of
these issues provide specific examples)
2 Mar 21 Good Friday
public holiday –
No classes
Mid Mar 28 No classes
session
break
3 April 4 Consumer 1. For the online dating service RSVP.com,
behaviour & show how the seven elements of the
service services marketing mix might be used by
encounters management to attract customers and
create value.
2. A private health and fitness club wishes
to operate in a geographical area not
renowned for active participation in such
a venture. In recommending a strategy to
attract customers, what advice would you
give the club on perceived risk by
potential new customers and how this
could be reduced?
4 April 11 Building Before class, read the mini case study on page 91
customer of the textbook and answer the three questions on
relationships page 92.
through service
quality Class debate:
“The customer is always right”
5 April 18 Service Read the minicase: The Hong Kong Airport
development & Express on page 195 of the textbook and answer
design the 4 questions that accompany the case.
Also consider:
1. What opportunities might this business
have to create line extensions for its
current or new target markets?
2. What impact might these extensions have
on its present services?
6 April 25 Anzac day public
holiday – No
classes
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 his
favourite seat in economy class and as a
vegetarian decided to select his meal in advance
MARK2055 – Services Marketing & Management Page 15
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 the
Checkin counter. To his frustration he hadn’t
been allocated his chosen seat and had to be given
one of the last remaining seats on the flight a
middle row with limited legroom. Once on the
plane there was a mixup with his meal and he
was unable to get a vegetarian meal as not enough
vegetarian meals had been made. Finally when he
reached his destination he waited at the baggage
carousel only to find that his baggage had been
put on the wrong flight, the mix up making him
very late for his scheduled business meeting.
Frustrated with the errors that had occurred he
wanted to complain but could only find a staff
member at the baggage claim counter who
appeared uninterested in his situation. In a final
attempt to vent his anger he decided to write a
complaint letter to the general manager of the
airline.
1. If you were the general manager
receiving the complaint letter from this
customer how would you deal with the
situation?
2. What factors influenced your chosen
recovery strategy?
3. What steps could British Airways take to
minimise the chance of situations like this
occurring in the future?
Identify one organisation that has utilised the
technology effectively and one organisation
whose use of technology has reduced the level
of service offered from the customer’s
perspective. Then for each business answer the
following 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?
MARK2055 – Services Marketing & Management Page 16
(v) How has the introduction of the new
technology benefited the customer?
(vi) What problems/issues have emerged as
a result of implementing the new
technology? Why?
(vii) How would you use technology
to improve this business?
9 May 16 Designing the For each business identify which elements of the
service marketing communications mix you would
communications employ and for what purpose.
mix (i) A newly established hairdressing salon in a
local suburban shopping centre
(ii) A charitable organisation preparing to
embark upon a preChristmas fundraising
campaign
(viii) An established restaurant which has
recently had declining patronage due to
increased competition and socioeconomic
‘bettightening’
(ix) An independent but substantial accounting
practice in a large suburban area.
10 May 23 Pricing and Servicescape presentations
revenue
management
11 May 30 Managing Servicescape presentations
capacity &
demand
12 June 6 Managing people Servicescape presentations
for service
advantage
MARK2055 – Services Marketing & Management Page 17
APPENDIX 1 –
Blueprint assignment marking Sheet (20%)
Student names:
Chosen business:
· Identification of bottlenecks or fail
points
· 4 boxes of support processes
provided
· Professionalism/ clarity of diagram
1000 word report (40 Marks)
· Description of critical points in the
service delivery process (10
Marks)
· 3 key elements of physical
evidence revealed in the blueprint/
their influence on the customer
experience (12 Marks)
· Description of 3 bottlenecks or fail
points (9 Marks)
· Recommended solutions to
address the potential problem
areas (9 Marks)
Mark: /60
Comments:
MARK2055 – Services Marketing & Management Page 18
APPENDIX 2 –
Servicescape video and presentation (20%)
Student names:
Chosen business:
Presentation (30 marks)
· Identification of key issues for your
type of business (5 marks)
· Presentation well supported by
examples from the video (5 Marks)
· Time management – was each
question addressed in sufficient
detail
· Coordination of the inclass
presentation and video (4 marks)
· What is done well in the
servicescape? (5 marks)
· What aspects need improving?
(5 marks)
· How could these aspects be
improved? (5 marks)
· Use of other audiovisual aids
(3 marks)
· Team work (balanced contribution
of each tem member during
presentation)
(3 marks)
Mark: /45
Comments:
MARK2055 – Services Marketing & Management Page 19
APPENDIX 3 –
MARK2055
SERVICES 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 each
person’s respective contribution to the project. Put another way, the main purpose of the evaluation is to
reward high performing students and to penalise underperforming students.
Criteria for individual assessment
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 extra
research or Member YY did not attend meetings regularly). You may use more space than that
provided.
MARK2055 – Services Marketing & Management Page 20
Peer Evaluation Marking Scheme
In order to provide an opportunity for substantial individual contributions to team performance to
be 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. This
will be a score out of 10 that reflects the amount and quality of the effort made by each of the
syndicate members.
§ STEP 3: The ratings provided by each team member will be collated, averaged and converted to a
percentage out of 100 to determine the proportionate contribution of each team member to the team
result.
§ 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 team
and placed in a pool.
§ STEP 6: The pool will be allocated back to each team member based on the calculation of the
proportionate 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 CONTRIBUTION
Simone 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 Marks
4 (group size) x 7 marks = 28 marks
STEP 6: RELATIVE POOL OF MARK CONTRIBUTION
Simone 8 = 23% 28 6.4
Tran 10 = 29% 28 8.1
John 6 = 17% 28 4.8
Zoe 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
MARK2055 – Services Marketing & Management Page 21
APPENDIX 4 –
Student name:
Service Encounter marking sheet (20%)
HD D CR P F
Content 85 75 65 50 <50
100 84 74 64
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 (equal
time given to best and worst
encounter/ perspective of consumer
and marketing scholar) (5 Marks)
Well constructed discussion (clear
and concise explanation, grammar,
sentence and paragraph
construction) (5 Marks)
Correct referencing (use of
academic references textbooks,
journal articles) (5 Marks)
TOTAL MARK: /40
Comments:
MARK2055 – Services Marketing & Management Page 22