Welcome to MKT102 - Marketing Beyond the Tangible.
This subject will explore the unique characteristics and challenges of marketing services in a competitive environment and will build upon the key service marketing concepts and models. Key topic areas that will be discussed include an overview of services marketing, understanding the customer profile, customer relationship management, promotion and pricing strategies specific to marketing of services, customer satisfaction and its impact on value creation and the marketing of services through a crisis or service failure.
Program Director Academic and contact details
Kellie Lumsden
klumsden@ichm.edu.au
Subject lecturer and contact details
Full name
insert small photo
Subject lecturer
Please direct any questions concerning the teaching of this subject to your subject lecturer.
The lecturer for this subject is:
Full name
I am a… (industry experience) and a lecturer. I have my own XXX business and an Industry experience contract/serve on xx relevant committees. I’ve been a .... For the past xxx years I’ve been... I also continue to… privately. I started my lecturing career as a, then moved into adult/higher education and have continued over the past xx years, delivering courses in xxx. I’ve also worked in xxx roles.
Welcome to MKT102 Marketing Beyond the Tangible.
This subject will explore the unique characteristics and challenges of marketing services in a competitive environment and will build upon the key service marketing concepts and models. Key topic areas that will be discussed include an overview of services marketing, understanding the customer profile, customer relationship management, promotion and pricing strategies specific to marketing of services, customer satisfaction and its impact on value creation and the marketing of services through a crisis or service failure.
| Subject credit points | Total course credit points |
|---|---|
| 3 | 72 |
| Total No. timetabled hours: | Total No. personal study hours: | Total workload hours: |
|---|---|---|
| 36 | 84 | 120 |
| No. timetabled hours per week | No. personal study hours per week | Workload hours per week |
| 3 | 7 | 10 |
| ICHM Graduate Qualities (GQ) | ||||
|---|---|---|---|---|
| ID | Graduate Qualities | Description | Graduate will: | |
 |
GQ1 | Global inclusivity and sustainability | Be responsible and effective global citizens | Critically analyse and reflect upon how society interacts with the environment, its complex nature and how they can influence society as change agents |
| Demonstrate a commitment and responsibility to global ethical practices, sustainability and respect for universal cultural diversity | ||||
| Develop business approaches that demonstrate value for scalable and sustainable social enterprises | ||||
 |
GQ2 | Professional identity and practice | Ability to demonstrate and systematically apply business/ marketing/ entrepreneurship practices | Apply an in-depth body of knowledge relating to the discipline focus area of business practice |
| Exhibit ethical values and judgement according to a personal and professional brand | ||||
| Develop a sense of self, showing expertise, passion and dedication in the professional world and the ability to connect with a variety of stakeholders in supporting industry outcomes | ||||
| Demonstrate a growth mindset that leverages resilience and the ability to manage change in a fluid business environment with expertise, emotional intelligence and empathy | ||||
 |
GQ3 | Independent self-management and life-long learning | Be lifelong and applied learners who are open to new ideas, applications and techniques | Demonstrate a commitment to self-directed lifelong learning and intellectual development |
| Be lifelong and applied, autonomous learners who are reflective, open to new ideas, applications and techniques | ||||
| Develop and draw upon resourceful practices, highlighting an adaptable nature, resilience and wellbeing | ||||
 |
GQ4 | Collaboration and skilled communication | Ability to work in a team and develop effective relationships in a diverse environment | Present and transmit complex ideas via a range of mediums that persuade, influence and inform a range of stakeholders |
| Work independently, as well as collaboratively in peer communities to creatively understand problems worth solving | ||||
| Ability to work in a team, think collaboratively and develop effective relationships in a diverse environment | ||||
 |
GQ5 | Critical thinking and creativity | Apply knowledge and skills to the current business environment | Apply information literacy to creatively impact and solve industry problems |
| Lead innovative projects and test new approaches, ideas, products, and services to be adopted by an existing organisation | ||||
| Demonstrate the ability to effectively identify, formulate and solve unpredictable and complex problems, to generate ideas and demonstrate a capacity for initiative, judgement, innovation and divergent thinking | ||||
On successful completion of this course you will be able to:
- CLO 1 - Critically evaluate relevant fundamental business theory in relation to developing best practise management approaches.
- CLO 2 - Demonstrate the ability to apply knowledge and develop relevant analytical frameworks and techniques.
- CLO 3 - Analyse, evaluate and critique the evolving business landscape to identify opportunities for enterprise and innovation.
- CLO 4 - Collaborate with a variety of stakeholders where the problem and its solution are often complex.
- CLO 5 - Analyse appropriate data and information to develop business concepts and plan and complete projects in a range of business contexts.
- CLO 6 - Apply technical and professional proficiencies that are necessary to operate ethically and efficiently in business environments.
- CLO 7 - Reflect on, assess and manage ongoing development of own lifelong learning capabilities and future development needs.
- CLO 1 - Critically evaluate relevant fundamental business theory in relation to developing best practice marketing approaches.
- CLO 2 - Demonstrate the ability to apply knowledge and develop relevant analytical frameworks and techniques.
- CLO 3 - Analyse, evaluate and critique the evolving marketing landscape to identify opportunities for enterprise and innovation.
- CLO 4 - Collaborate with a variety of stakeholders where the problem and its solution are often complex.
- CLO 5 - Analyse appropriate data and information to develop marketing strategy and concepts, as well as design, plan and implement marketing projects and campaigns in a range of business contexts.
- CLO 6 - Apply technical and professional proficiencies that are necessary to operate ethically and efficiently in marketing contexts.
- CLO 7 - Reflect on, assess and manage ongoing development of own lifelong learning capabilities and future development needs.
- CLO 1 - Critically evaluate relevant fundamental business theory in relation to developing best practice entrepreneurship approaches.
- CLO 2 - Demonstrate the ability to apply knowledge and develop relevant analytical frameworks and techniques.
- CLO 3 - Analyse, evaluate and critique the evolving entrepreneurship landscape to identify opportunities for enterprise and innovation.
- CLO 4 - Collaborate with a variety of stakeholders where the problem and its solution are often complex.
- CLO 5 - Analyse appropriate data and information to develop entrepreneur ventures or ideas, as well as design, plan and complete projects in a range of business contexts.
- CLO 6 - Apply technical and professional proficiencies that are necessary to operate ethically and efficiently in entrepreneurship.
- CLO 7 - Reflect on, assess and manage ongoing development of own lifelong learning capabilities and future development needs.
- Social responsibility - Evaluate relevant ethical and legal considerations in an impartial way for routine marketing tasks.
- Analysis - Obtain, analyse and interpret data relevant to making evidence-based decisions for routine marketing tasks in straightforward contexts.
- Knowledge - Critically apply a broad and coherent knowledge of foundational marketing theories, concepts, practical principles and processes.
- Judgement - Exercise judgement to recommend appropriate solutions for routine marketing tasks in straightforward contexts.
- Communication - Effectively communicate straightforward marketing ideas in selected personal and group contexts.
Subject Learning Outcomes
On successful completion of this subject you will be able to:
- Discuss the key concepts, principles and unique challenges of services marketing in relation to the extended marketing mix.
- Outline the importance of customer retention, satisfaction and relationship development.
- Identify the service quality measurements required to build customer loyalty and measure the effectiveness of marketing strategies.
- Explain the customer decision-making process in needs and demands for services and how this impacts on the marketing approach used.
- Discuss the impact that business-to-customer ecommerce has on services marketing innovation.
- Describe the tools and models managers might employ to increase customers’ perceptions of service quality and value through a crisis or service failure.
The prescribed textbook for this subject is:
Lovelock, C, Patterson, P & Wirtz, J 2014, Services marketing, 6th edn., Pearson Australia.
- Chitty, W, D'Alessandro, S, Gray, D & Hughes, A 2019, Services marketing, 2nd edn., Oxford University Press.
- Zeithaml, V A, Bitner, M J & Gremler, D D 2018, Services marketing: Integrating customer focus across the firm, 7th edn., McGraw-Hill Education.
- Hoffman, KD & Bateson, JEG 2017, Services marketing: Concepts, strategies, & cases, 5th edn., Cengage Learning.
- Journal of Services Marketing
- Journal of Service Management
- International Journal of Service Industry Management
- Services Marketing Quarterly
- Australasian Marketing Journal
- Journal of Marketing
- European Journal of Marketing
- The Marketing Journal 2019, The marketing journal, The Marketing Journal, https://www.marketingjournal.org/
- Harvard Business Review, Harvard Business Review, Harvard Business Publishing, https://hbr.org/
Library services can be found via the IHEA Library and provides access to many resources which you will need to complete your studies whilst a student at ICHM. The professional library staff are very helpful and skilled in showing you how to find resources online. You can access our library via the i-campus.
For additional information relating to ICHM and your course, please refer to ICHM student handbook and Policies and Procedures on the i-campus. Key contacts for the ICHM support team are:
Alex McGee – ICHM Learning Advisor
Email: amcgee@ichm.edu.au
Phone: 61 8 8228 3652
Renata Wilson – Senior Student Counsellor and Wellbeing Advisor
Email: rwilson@ichm.edu.au
Phone: 0419822753
Reasonable adjustments may be made to accommodate a student with a disability and reduce the impact of a disability on a student’s academic success.
Adjustments may include modifications to the learning environment, teaching method, or assessment conditions to increase the participation of a student without compromising the academic standard or the inherent course requirements.
ICHM does not restrict enrolment on the basis of disability or discriminate against students with a disability. However, ICHM may deny entry based upon reasonable belief of a student's inability to successfully complete the course, based upon potential limitations applied by the disability, and restricted participation within course requirements.
Please refer to the Reasonable Adjustment policy for further information.
If your disability or special circumstance requires the provision of a reasonable adjustment for this subject, please seek advice at the commencement of your subject from the Program Director Academic or Student Support.
Kellie Lumsden
Program Director Academic
klumsden@ichm.edu.au
Alex McGee
ICHM Learning Advisor
amcgee@ichm.edu.au
ICHM seeks to prepare students to meet or exceed the demands and expectations of industry. The highest standards of courtesy and professionalism by staff and students in all aspects of study at ICHM are expected. ICHM students are expected to conduct themselves in a manner which does not impair the functioning of the College and the reasonable freedom of other persons to pursue their studies, research, duties or lawful activities of the College or to participate in the life of the College and to observe the ICHM Student Code of Behaviour. An ICHM student who does not conduct themselves in such a manner may be reported for misconduct under this Personal Conduct Policy.
Definitions of misconduct can be found in the Personal Conduct policy.
In addition, ICHM is committed to ensuring all students are communicated within a reliable, timely, effective, and efficient manner. Students should consider their etiquette, written communication, and verbal communication in accordance with the ICHM personal conduct policy and ICHM communications policy.
It is strongly recommended that you attend and actively participate in all your scheduled seminars and consultation sessions. If unexpected events prevent you from attending your scheduled seminar or consultation session, you can access the recordings via the LMS and by speaking to your lecturer to ensure you have not missed anything important.
Each week, you should read through the subject content and resources, engage with the learning tasks, attend and participate in seminars, and review your understanding of the weekly materials.
Please contact your lecturer for any help you may need with the subject. Please remember to utilise the ICHM student services to assist with any study matters.
Pass/fail requirements
In order to pass this subject, you must:
- achieve a minimum overall score of 50% for the subject
Refer to Assessment Policy for further information on the pass/fail requirements.
Academic Integrity refers to upholding ethical standards in all aspects of learning, teaching, and research at ICHM. All staff and students of ICHM are expected to engage in their scholarly and research endeavours in a responsible and ethical way so that they uphold the virtues of honesty, fairness, trust, respect and responsibility. To this end, all staff and students are required to undertake their own work and ensure that the use of other people’s ideas and writing are duly acknowledged.
Contract cheating refers to a form of collusion whereby a student either outsources or asks someone else to produce an academic assessment piece on the student’s behalf. Contract cheating is a serious form of academic dishonesty and is a breach of the Academic and Research Integrity policy.
Please familiarise yourself with the ICHM the Academic & Research Integrity policy.
- Your assessment submissions must be accompanied by a completed assessment cover page. The cover page should include: Full Name (including all other names if the Assessment is for group work)
- 4 digit ID number
- Title of Assessment
- Word count
Your assessments must comply with the assessment format and item table requirements. You can find these under each Assessment Outline.
The Lecturer PowerPoint slides must not be cited as a reference in any type of Assessment. However, the references provided in the PowerPoint slides can be used.
In this subject, assignments may contain a maximum of 5% direct quotation and 20% paraphrasing from references. Assignments that are excessively reproductive and unoriginal will not be assessed and may receive a grade of 0%.
All students are required to follow the version of the CDU Harvard Referencing System as outlined by your lecturer.
All referencing will be in accordance with the Harvard Author Date (CDU) style, which is available at: https://libguides.cdu.edu.au/ld.php?content_id=40338940
The below grade descriptors will be used to guide the allocation of your marks for this subject.
| Grade | Mark/Grade Point | Definition |
|---|---|---|
| HD |
85% - 100% |
Evidence that the student has demonstrated outstanding performance on all learning outcomes including considerable additional work in wider areas relevant to the topic and has demonstrated the acquisition of an advanced knowledge/ understanding required for meeting the learning outcomes at the highest level. The student would normally have consistently demonstrated a high level of proficiency at applying a range of major academic debates, approaches, methodologies and conceptual tools and combining knowledge of the subject with original creative thinking. |
| D | 75% - 84.9% Grade Point: 6.0 |
Evidence that the student has demonstrated a high level of performance on all learning outcomes including considerable additional work in wider areas relevant to the topic and has demonstrated advanced knowledge/ understanding required for meeting the learning outcomes. The student would normally have attained an advanced knowledge of matter beyond that contained in set texts or reading materials and have demonstrated a broad familiarity with the ability to apply a range of major academic debates, approaches, methodologies and conceptual tools. |
| C | 65% - 74.9% Grade Point: 5.0 |
Evidence that the student has demonstrated a high level of performance on all learning outcomes or an outstanding performance on the majority including additional work in wider areas relevant to the topic and has demonstrated a sound level of knowledge/ understanding required for meeting the learning outcomes. The student would normally have attained a sound knowledge of matter contained in set texts and demonstrated familiarity with the ability to apply a range of major academic debates, approaches, methodologies and conceptual tools. |
| P1 | 55% - 64.9% Grade Point: 4.5 |
Evidence that the student has demonstrated a satisfactory performance on all learning outcomes, or high performance on some learning outcomes that compensates for unsatisfactory performance on others, resulting in an overall satisfactory performance. The student should have demonstrated an adequate knowledge of set texts/readings and demonstrated familiarity with major academic debates, approaches, methodologies and conceptual tools. |
| P2 | 50% - 54.9% Grade Point: 4.0 |
Evidence that the student has demonstrated a satisfactory performance on the majority of learning outcomes. The student should demonstrate an adequate knowledge of set texts/readings and demonstrated familiarity with major academic debates, approaches, methodologies and conceptual tools. |
| F1 | 45% - 49.9% Grade Point: 1.5 |
Evidence that the student has demonstrated unsatisfactory performance on a number of learning outcomes. |
| F2 | 00% - 44.9% Grade Point: 1.0 |
Evidence that the student has demonstrated unsatisfactory performance on the majority of learning outcomes. |
Appealing a grade
Students have the ability to discuss individual assignment results with their lecturers. If the student has a concern with is not resolved by the subject lecturer, they can submit an appeal to the Academic Committee. The student must submit the appeal within two weeks of being advised of the final grade. A written submission to the Academic Committee via the Academic Committee email. It is highly advantageous that the student provide evidence to support the appeal. The Academic Committee shall review and approve student results, hear and determine student appeals and relevant student applications for extensions and for supplementary assessments. The Academic Committee shall recommend final grades to the Academic Board. The student may choose to attend the Academic Committee meeting. If the student is not satisfied with the decision of the Academic Committee, they can appeal the decision in line with the Academic Grievance Policy.
Submission dates and extensions
Failure to submit work by the nominated “due time and date” will result in a penalty of 5% of the total available mark for each and every day beyond the due time and date. An extension on the due time and date for an assignment or report may be granted by the subject lecturer for a period of up to two weeks. Written application on the appropriate ‘Extension Request’ form must be made a minimum of 5 days prior to the due date of the assessment, at which point a draft copy of work commenced must be presented to the subject lecturer.
All ICHM students are provided with access to their own dedicated ‘OneDrive’ account. It is the student’s responsibility to use this account to save and backup all written assessment work. Requests for extensions due to the loss of work based upon failing to use OneDrive will not be accepted.
If an extension greater than two weeks is required, an email request must be received by the Chair of the Academic Committee, Kellie Lumsden – Program Director Academic 5 days prior to the due date of the assessment, at which point a draft copy of work commenced must be presented.
If an extension is being sought based on medical grounds, the approved ICHM Medical Certificate form must be used to support this application.
If an extension is granted and the work is not submitted by the new, approved due time and date, a 0% will be recorded for the assessment point.
Supplementary Assessment
A subject lecturer may award a supplementary assessment where a student attains 45% to 49% in an assessment point. The supplementary assessment may be a resubmission of the original assessment piece. This supplementary assessment must be completed within 10 weekdays of the student being notified by the subject lecturer. Where a supplementary assessment has been awarded, the maximum mark achievable for the assessment point is 50%.
The Academic Committee may award a supplementary assessment when considering final results for subjects. Such supplementary assessments could be awarded on medical, compassionate, academic or other special considerations. Where a supplementary assessment has been awarded for the subject, the maximum mark achievable for the subject is 50%. A supplementary assessment must be submitted completed within 10 weekdays of the student being notified by the Academic Committee unless additional provisions have been made by the committee. Failure to submit by the revised due date will result in a fail grade of the supplementary assessment. Failure of the supplementary assessment will result in a fail grade for the subject.
In the granting of a supplementary assessment the full range of grades may be available for situations involving medical, compassionate or special considerations. This must be approved by the Academic Committee.
Submitting assessments
It is the responsibility of all students to safeguard against all potential breaches of Academic and Research Integrity. Refer to the ICHM Learning Management System (LMS) for information on Assessment submissions. Your assessment will be run through Turnitin and in doing so, students are deemed to have declared that their assessment is entirely their own work upon submission. Furthermore, students are deemed to have declared that the work has not been previously submitted for a subject of the College, or any other educational institution.
Further information on submitting an assignment and checking for academic integrity using Turnitin can be found here https://help.turnitin.com/feedback-studio/turnitin-website/student/student-category.htm
Trimester Overview
| Week | Topic | Assessment |
|---|---|---|
| 1 | Topic 1: The extended marketing mix in the service economy. | |
| 2 | Topic 2: Customer behaviour, culture and service encounters. | |
| 3 | Topic 3: Positioning services in competitive environments. | |
| 4 | Topic 4: Developing the core and supplementary elements of service products. | |
| 5 | Topic 5: Integrated services marketing communications and crafting the service environment. | |
| 6 | Topic 6: Developing pricing strategies to match customer expectations. | Assessment 1 due |
| 7 | Assessment feedback | |
| 8 | Topic 7: Creating a marketing advantage through service delivery channels. | |
| 9 | Topic 8: Balancing capacity and demand. | |
| 10 | Topic 9: Managing customer service, and managing people. | |
| 11 | Topic 10: Managing relationships and building customer satisfaction and loyalty. | Assessment 2 due |
| 12 | Topic 11: Managing service recovery through crisis or service failure | Assessment 3 due |
| 13 | Assessment feedback | Assessment 3 due |
| Assessment tasks | |||||||||||
|---|---|---|---|---|---|---|---|---|---|---|---|
| Type | Weight | When assessed | Subject Learning Outcomes | Course Learning Outcomes | Graduate qualities | ||||||
| BBUS | BBUS (MKT) | BBUS (ENT) | |||||||||
| 1 | Video Presentation (Individual) 1000 equivalent words |
25% | Week 6 | a, d & e | 2 | 2 | N/A | 1, 3 & 5 | |||
| 2 | Services Marketing Audit Report (Individual) 1500 words |
35% |
Week 11 |
a, b, c, d, e & f |
2 & 3 | 2 & 3 | N/A | 1, 3, 4 & 5 | |||
| 3 | Case Study Report (Individual) 2000 words |
40% | Week 12-13 | a, b, c, d, e & f | 2 & 3 | 2 & 3 | N/A | 1, 3, 4 & 5 | |||
| Assessment title: Video Presentation (Individual) | Assessment weighting: 25% | ||
| Assessment type: Presentation | Word limit: 1000 equivalent | ||
| DUE DATE: Week 6 | |||
| Assessment instruction | |||
|---|---|---|---|
|
For this assessment, you need to select a service organisation (or an organisation where service is a key part of their offering) and prepare a video presentation examining elements of their service marketing strategy. The video presentation is intended as a precursor to Assessment 2 - the services marketing audit report (please read the Assessment 2 section for requirements). Presentation suggested structure:Service organisation introduction and context
Target market and positioning strategy
Service encounter analysis
Initial company critique and ideas for recommendation
This presentation will assess your verbal business communication skills and professionalism, your ability to identify service concepts relevant to your selected organisation and critique the organisation’s current strategy. You will also be assessed on your integration of references (academic and industry) to support your arguments. This presentation provides the opportunity for you to receive initial feedback on your services market audit report ideas, giving you a chance to expand and improve them in your audit. You will be asked to submit your assessment 1 presentation slides and your presentation notes/script as an appendix in assessment 2. |
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| Assessment format | |||
| An engaging, pre-recorded online presentation lasting 10 minutes (+/- 1 minute). You can use Zoom or a similar program of your choice to record your presentation. | |||
| Item | Required? Y/N | Word count inclusion? Y/N | Lecturer comment |
| Title Page | N | N | |
| Executive Summary | N | N | |
| Table of Contents | N | N | |
| Introduction | Y | Y | Presentation format |
| Body | Y | Y | |
| Conclusion | Y | Y | |
| Reference List | Y | N | |
| Appendices | N | N | Optional |
| Specific line spacing | N | N | |
| Specific margins | N | N | |
| Min/max references | N | Minimum 4 references | |
| Calibre of references | Y | N | Mixture of academic (textbooks, peer-reviewed journal articles) and industry resources (articles, industry reports, and must include the chosen company’s website). |
| Template in use | N | N | |
| Submission details: | |||
| Electronic copies of the assignment must be submitted by 23.59 on the due date. Do not ‘E-mail’ assignments, as they will not be accepted in this subject. See the LMS on assessment submission instructions. |
|||
Assessment 1 Rubric
| CRITERIA | FAIL | PASS | CREDIT | DISTINCTION | HIGH DISTINCTION |
|---|---|---|---|---|---|
| Quality of Discussion, Analysis & Justification (50%) | Failure to understand service organisation and sector, competitors, target market, positioning, and service encounter. No appropriate arguments were presented and answers not justified with adequate research. | Demonstrated a basic understanding of service organisation and sector, competitors, target market, positioning, and service encounter. However, the arguments were not always clear and not all key information was presented. Limited research demonstrated. | Demonstrated a clear understanding of service organisation and sector, competitors, target market, positioning, and service encounter. The arguments were clear, but not always justified. Information was based on some research. | Demonstrated an excellent understanding of service organisation and sector, competitors, target market, positioning, and service encounter. The arguments were logical and justified. Information was based on good research. | Demonstrated a comprehensive understanding of service organisation and sector, competitors, target market, positioning, and service encounter. The arguments were based on critical analysis and well-justified. Information was based on excellent research. |
| Critique and initial Recommendations (20%) | Insufficient critique of organisation’s strategy. Recommendations have not been provided or the recommendations provided are illogical. The application of concepts and theories was missing. | Adequate critique of organisation’s strategy. Recommendations have been set out but overall, lacked details. Only key concepts and theories were applied. | Sound critique of organisation’s strategy. Recommendations have been developed but additional details could have been provided. The application of concepts and theories was undertaken well. | Good critique of organisation’s strategy. Clearly defined and realistic recommendations have been developed. The application of concepts and theories was undertaken very well. | Elaborate critique of organisation’s strategy. Highly realistic and detailed recommendations have been developed. The application of concepts and theories was undertaken exceptionally well. |
| Presentation Skills & Communication Style (20%) | Presentation is lacking in coherence. Presentation is not polished. Does not adhere to the prescribed time limit. Poor use and compilation of visual aids. | Presentation is coherent for the most part, however missing one or two of the following elements; clear introduction, transitions, language use, and conclusion. Speaker demonstrates adequate knowledge of the subject. Presentation is polished for the most part, however missing one or more of the following elements; speaker uses sentences, enunciates well, is fluent in the delivery, and maintains an effective pace. Does not run over allotted time. Average use and compilation of visual aids. | Presentation is coherent, with clear introduction, transitions, language use, and conclusion; speaker demonstrates intimate knowledge of the subject. Presentation is polished, speaker uses sentences, enunciates well, is fluent in the delivery, maintains an effective pace, and does not run over allotted time. Good use and compilation of visual aids. | Presentation shows great clarity - explains ideas well, integrates with slides, clear introduction and conclusion, obvious transitions, no use of jargon, demonstrates knowledge of key points, responds well to questions. Presentation shows great style; speaks in sentences, clear enunciation, and fluent delivery, well-paced, fits time requirement, clearly practised. Great use and compilation of visual aids. | Presentation shows exceptional clarity - explains ideas well, integrates with slides, clear introduction and conclusion, obvious transitions, no use of jargon, demonstrates knowledge of key points, responds well to questions. Presentation shows exceptional style; speaks in sentences, clear enunciation, and fluent delivery, well-paced, fits time requirement, clearly practised. Exceptional use and compilation of visual aids. |
| Referencing (10%) | Referencing requirements were not met and/or were inconsistent with the CDU Harvard referencing style. | Referencing requirements were met and used in accordance with the CDU Harvard referencing style with occasional errors. | Referencing requirements were met and used in accordance with CDU Harvard referencing style. | Excellent range of relevant references used in accordance with CDU Harvard referencing style. | Outstanding range of relevant references used in accordance with the CDU Harvard referencing style. |
| Assessment title: Services Marketing Audit Report (Individual) | Assessment weighting: 35% | ||
| Assessment type: Assignment | Word limit: 1500 words | ||
| DUE DATE: Week 11 | |||
| Assessment instructions | |||
|---|---|---|---|
|
Using the same service organisation from Assessment 1 (presentation), you are responsible for conducting a services marketing audit on the organisation’s current service-related strategies.
Services marketing audit suggested structure:
You are assessed on your business writing skills and professionalism, your ability to identify relevant factors regarding your chosen service organisation, environment, customers and competitors, your level of analysis of the organisation’s activities by incorporating concepts and frameworks from the course, as well as your ability to develop creative and innovative recommendations. You will also be assessed on your integration of references (academic and industry) to support your arguments. |
|||
| Assessment format | |||
|
Formal report format with headings and sub-headings.The following can be used as a guide for your word count.
|
|||
| Item | Required? Y/N |
Word count inclusion Y/N | Lecturer comment |
| Title Page | Y | N | |
| Executive Summary | Y | N | |
| Table of Contents | Y | N | |
| Introduction | Y | Y | |
| Body | Y | Y | |
| Conclusion | Y | Y | |
| Reference List | Y | N | |
| Appendices | Y | N | Include Assessment 1 presentation slides and notes/script. Additional appendices optional. |
| Specific line spacing | N | N | |
| Specific margins | N | N | |
| Min/max references | Y | N | Minimum of 8 references |
| Calibre of references | Mixture of academic (textbooks, peer-reviewed journal articles) and industry resources (articles, industry reports, and must include the chosen company’s website). |
||
| Template in use | N | N | |
| Submission details: | |||
| Electronic copies of the assignment must be submitted by 23.59 on the due date. Do not ‘E-mail’ assignments, as they will not be accepted in this subject. See the LMS on assessment submission instructions. |
|||
Assessment 2 Rubric
| CRITERIA | FAIL | PASS | CREDIT | DISTINCTION | HIGH DISTINCTION |
|---|---|---|---|---|---|
| Critical Thinking & Analysis (45%) | Insufficient discussion of the current situation within the service organisation. Analysis of services marketing strategies is missing and/or irrelevant. | Adequate discussion of the current situation within the service organisation, but with some weaknesses. Analysis of services marketing strategies is stated but unclear or irrelevant in some areas. | Sound discussion of the current situation within the service organisation. Analysis of services marketing strategies is clearly stated. | Good discussion on the current situation within the service organisation. Analysis of services marketing strategies is clearly stated and logical. | Outstanding discussion on the current situation within the service organisation. Analysis of services marketing strategies is clearly defined and detailed. |
| Recommendations (25%) | Insufficient recommendations have been provided or the recommendations provided are illogical. The application of concepts and theories was missing. | Adequate recommendations have been set out but overall, lacked details. Only key concepts and theories were applied. | Sound recommendations have been developed but additional details could have been provided. The application of concepts and theories was undertaken well. | Clearly defined and realistic recommendations have been developed. The application of concepts and theories was undertaken very well. | Elaborate and highly realistic recommendations have been developed. The application of concepts and theories was undertaken exceptionally well. |
| Research & Support (15%) | Inadequate ability to research appropriate sources shown. Examples that are not irrelevant were used, or insufficient evidence was provided to support the report. The calibre of research is below expectation. | Adequate amount of research shown in the report. Sufficient examples are used to support the main points. Examples are provided to support the main ideas. There is a connection to theory and validation of examples. | Sound research shown in the report beyond the basic requirements. Relevant examples are provided to support the ideas. A good variety of sources was used to build and support the ideas. Displays a level of academic rigour. | The report is clearly developed to a high level. Research has been developed beyond the set texts, reading materials and basic concepts covered in class. The examples provided are timely, relevant and support a strong overall argument, adding weight to the ideas. Displays a high-level of academic rigour. | It is clear that considerable additional work and judicious levels of research have been undertaken. Ideas have been supported in an astute manner and excellent examples were provided to support the discussion throughout the paper. Compelling, persuasive examples and reasons make this a compelling report. |
| Written Expression, Presentation & Referencing (15%) | Ineffective expression and structure with poor punctuation, spelling and/or grammar. The report is generally disorganised and difficult to read. Report presentation is not professional enough. CDU Harvard in-text referencing and/or reference list is often incorrect. | Adequate expression and structure with occasional punctuation, spelling and grammatical errors. The presentation is adequate though needs to be improved. Mostly correct CDU Harvard in-text referencing and reference list, with the occasional major errors. | Effective expression and structure with accurate use of punctuation, spelling and grammar. The presentation is professional though could be more engaging. Mostly correct CDU Harvard in-text referencing and reference list, with occasional minor errors. | Very sound expression that is tailored to the management team. Good structure and use of punctuation, spelling and grammar. The presentation is professional and engaging. CDU Harvard in-text referencing and the resultant reference list are correct, with only the occasional minor errors. | Outstanding expression that is fully tailored to the management team. Excellent structure and use of punctuation, spelling and grammar. The presentation is professional and highly engaging. CDU Harvard in-text referencing and the resultant reference list are correct and consistent. |
| Assessment title: Case Study Report (Individual) | Assessment weighting: 40% | ||
| Assessment type: Case Study | Word limit: 2000 words | ||
| DUE DATE: Week 12-13 | |||
| Assessment instructions | |||
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For this assessment, you will read the case study – Banyan Tree – Branding the intangible – from the prescribed textbook (Lovelock et al. 2014, pp. 444-449) and write a report responding to the following four case study questions.
The case study report will assess your ability to critically analyse a company case using the service frameworks and concepts introduced in the course. It will also assess your ability to develop a coherent argument, and integrate research (academic and industry) to support your position. |
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| Assessment format | |||
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This is an individual assignment using a case report style format including a brief introduction to the case and case analysis (four questions).
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| Item | Required? Y/N |
Word count inclusion? Y/N | Lecturer comment |
| Title Page | Y | N | |
| Executive Summary | N | N | |
| Table of Contents | N | N | |
| Introduction | Y | Y | Brief introduction to case |
| Body | Y | Y | Case study questions as headings |
| Conclusion | N | N | Brief conclusion to case |
| Reference List | Y | N | |
| Appendices | N | N | |
| Specific line spacing | N | N | |
| Specific margins | N | N | |
| Min/max references | Y | N | Minimum of 8 references |
| Calibre of references | Y | N | Mixture of academic (textbooks, peer-reviewed journal articles) and industry resources (articles, industry reports). Case study and company website to also be referenced. |
| Template in use |
N | N | |
| Submission details: | |||
| Electronic copies of the assignment must be submitted by 23.59 on the due date. Do not ‘E-mail’ assignments, as they will not be accepted in this subject. See the LMS on assessment submission instructions. |
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Assessment 3 Rubric
| CRITERIA | FAIL | PASS | CREDIT | DISTINCTION | HIGH DISTINCTION |
|---|---|---|---|---|---|
| Quality of overall content – question 1 (20%) | Insufficient discussion of the case study question, demonstrating inconsistent thought, lack of detail, and incorrect analysis. Integration of service marketing concepts and theories is missing and/or irrelevant. |
Adequate discussion of the case study question, demonstrating satisfactory thought, detail, and analysis. Integration of services marketing concepts and theories is stated but unclear or irrelevant in some areas. |
Sound discussion of the case study question, demonstrating appropriate thought, detail, and analysis. Integration of services marketing concepts and theories is clearly stated. |
Good discussion of the case study question, demonstrating significant thought, detail, and analysis. Integration of services marketing concepts and theories is clearly stated and logical. |
Outstanding discussion of the case study question, demonstrating extensive and comprehensive thought, detail, and analysis. Integration of services marketing concepts and theories is clearly defined and detailed. |
| Quality of overall content – question 2 (20%) | Insufficient discussion of the case study question, demonstrating inconsistent thought, lack of detail, and incorrect analysis. Integration of service marketing concepts and theories is missing and/or irrelevant. |
Adequate discussion of the case study question, demonstrating satisfactory thought, detail, and analysis. Integration of services marketing concepts and theories is stated but unclear or irrelevant in some areas. |
Sound discussion of the case study question, demonstrating appropriate thought, detail, and analysis. Integration of services marketing concepts and theories is clearly stated. | Good discussion of the case study question, demonstrating significant thought, detail, and analysis. Integration of services marketing concepts and theories is clearly stated and logical. | Outstanding discussion of the case study question, demonstrating extensive and comprehensive thought, detail, and analysis. Integration of services marketing concepts and theories is clearly defined and detailed. |
| Quality of overall content – question 3 (20%) | Insufficient discussion of the case study question, demonstrating inconsistent thought, lack of detail, and incorrect analysis. Integration of service marketing concepts and theories is missing and/or irrelevant. | Adequate discussion of the case study question, demonstrating satisfactory thought, detail, and analysis. Integration of services marketing concepts and theories is stated but unclear or irrelevant in some areas. | Sound discussion of the case study question, demonstrating appropriate thought, detail, and analysis. Integration of services marketing concepts and theories is clearly stated. | Good discussion of the case study question, demonstrating significant thought, detail, and analysis. Integration of services marketing concepts and theories is clearly stated and logical. | Outstanding discussion of the case study question, demonstrating extensive and comprehensive thought, detail, and analysis. Integration of services marketing concepts and theories is clearly defined and detailed. |
| Quality of overall content – question 4 (20%) | Insufficient discussion of the case study question, demonstrating inconsistent thought, lack of detail, and incorrect analysis. Integration of service marketing concepts and theories is missing and/or irrelevant. | Adequate discussion of the case study question, demonstrating satisfactory thought, detail, and analysis. Integration of services marketing concepts and theories is stated but unclear or irrelevant in some areas. | Sound discussion of the case study question, demonstrating appropriate thought, detail, and analysis. Integration of services marketing concepts and theories is clearly stated. | Good discussion of the case study question, demonstrating significant thought, detail, and analysis. Integration of services marketing concepts and theories is clearly stated and logical. | Outstanding discussion of the case study question, demonstrating extensive and comprehensive thought, detail, and analysis. Integration of services marketing concepts and theories is clearly defined and detailed. |
| Written Expression & Referencing (20%) | Ineffective structure with poor punctuation, spelling and/or grammar. Referencing requirements were not met and/or were inconsistent with the CDU Harvard referencing style. | Adequate structure with occasional punctuation, spelling and grammatical errors. Referencing requirements were met and used in accordance with the CDU Harvard referencing style with occasional errors. | Effective structure with accurate use of punctuation, spelling and grammar. Referencing requirements were met and used in accordance with CDU Harvard referencing style. | Very sound structure with good use of punctuation, spelling and grammar. Good range of relevant references used in accordance with CDU Harvard referencing style. | Outstanding structure with excellent use of punctuation, spelling, grammar. Excellent range of relevant references used in accordance with the CDU Harvard referencing style. |
