代写 Curtin MKTG3006 Services Marketing

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  • 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)
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    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)
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    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)
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    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)
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    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
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    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
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    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)
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    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
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    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
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    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)
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    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)
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    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)
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    MKTG3006 Services Marketing
    Bentley Campus
    04 Feb 2016
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    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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