Services Marketing & Relationship Marketing
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merketing.pdf
Undergraduate Program HC2112 Services Marketing and Relationship Marketing ______________________________________________________________________________________________________
HOLMES INSTITUTE FACULTY OF HIGHER EDUCATION
HOLMES INSTITUTE
FACULTY OF HIGHER EDUCATION
UNDERGRADUATE PROGRAM
SUBJECT OUTLINE
HC2112 Services Marketing & Relationship Marketing
TRIMESTER 2 / 2013
Holmes Institute is committed to providing the highest quality education in a dynamic, student-centred learning environment. Holmes Institute fosters in its
students rational thought, intellectual integrity and social responsibility.
www.holmes.edu.au
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FACULTY OF HIGHER EDUCATION Holmes Institute Faculty of Higher Education offers business courses that combine discipline-based excellence with practical application. The faculty operates on campuses in Melbourne, Sydney, Brisbane and Hong Kong. The faculty offers a Bachelor of Business, a Bachelor of Professional Accounting, a Master of Professional Accounting, a Master of Business Administration and a Graduate Diploma in Business. Details about the members of the faculty can be found on the homepage of the Faculty of Higher Education at www.holmes.edu.au/undergraduate.
HOLMES INSTITUTE UNDERGRADUATE PROGRAMS
At Holmes Institute, the Bachelor of Business and Bachelor of Professional Accounting programs offer domestic and international students the opportunity to study a set of contemporary subjects in the field of business. These subjects prepare students for the challenges in business environments of the 21st century. These programs emphasize the global and cross-cultural dimensions of business. Teaching utilizes a combination of delivery methods and includes critical analysis and case study methods. A combination of exams, case studies and company analysis are used in assessment. The Bachelors’ programs of Holmes Institute focus on:
Developing career related capabilities
Emphasis on business numeracy and literacy
Managerial proficiency
The new economy
Leadership
Entrepreneurship
Social responsibility and ethics
SUBJECT OVERVIEW & RATIONALE Welcome from the Subject Coordinator, Jas Paul Chawla The information technology revolution, outsourcing, the emergence of the global village, the increasingly competitive nature of markets, and rising customer expectations… All these factors are realities of today’s business world that present not only formidable challenges, but also great opportunities. The savvy businessperson is one that understands the importance of being able to differentiate oneself, standing out with a competitive advantage by including value-adding service components to their offerings.
HC2112-Services and Relationship Marketing- identifies the complexities involved in the marketing and management of intangible services. The subject explores the importance of building strong customer relationships and its impact on business growth. Students will assess the current service orientation of various organisations and gain the necessary knowledge to develop and implement relevant relationship marketing strategies. Furthermore, students will acquire the knowledge and skills to assess the moments of truth - critical incidents that occur at front and back-stage operational levels- that can lead to significant customer satisfaction or dissatisfaction.
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SUBJECT OBJECTIVES & LEARNING OUTCOMES On completion of this subject you will be able to:
1. Explain the principles underpinning marketing, difference between marketing of products and services.
Analyse the additional aspects of marketing in service industry. 2. Appreciate the importance of strong customer relationships in business growth 3. Define the moments of truth for an organisation by analysing front stage and backstage operations for
effective service delivery 4. Understand how to create, maintain and enhance value-laden relationships with customers and business
partners. 5. Appreciate the impact of technology on the marketing of relationships and services.
SUBJECT ADMINISTRATION
Awards Duration Core/Elective Subject weight
BBus 1 semester Core 3 credit points
Mode of delivery On campus
Prerequisites Nil
Workload Students are expected to attend all classes
Delivery 2 hrs of lectures and 1 hr tutorial or equivalent
Independent study 5 hrs
CONTACT DETAILS
Subject Coordinator And Lecturer
Jas Paul Chawla [email protected]
(02) 9299 1400
Lecturer in Brisbane Campus Vanessa Miller
Lecturer in Melbourne Campus
Dr Alex Kouznetsov
Students please note: Holmes Institute provides each student with a Holmes webmail. Faculty and Administrative staff can only communicate with you using your Holmes Institute mail address. Emails from private and/or business email accounts cannot be used and may not be answered.
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CONSULTATION TIMES* Please check with your lecturer
Monday Tuesday Wednesday Thursday Friday
Sydney Campus Coordinator and Lecturer Jas Paul Chawla
2 to 4 2 to 4 2 to 4
Melbourne Campus TBA
Brisbane Campus TBA
STUDENT ASSESSMENT
ASSESSMENT TYPE DUE DATE WEIGHT LEARNING OUTCOMES
Individual Reflective essay 1,200 words Wk 5 15% 1,2,3,
Group Report
Group Presentation
Wk 11 25%
10%
1,2,3,
4 & 5
Final Exam TBA 50% 1,2,3, 4 & 5
ASSESSMENT POLICY To be eligible to pass this subject, students must complete all forms of assessment and demonstrate achievement of the learning outcomes. All assignments must be submitted electronically using a word processor, uploaded to Blackboard via SafeAssign. You must print and attach the full SafeAssign report with the Holmes Institute Cover Sheet to the printed assignment (hard copy). The assignment cover sheet must include the student/s name, number, subject code and subject name, subject lecturer’s name, assignment due date and time of submission. All hard copies must be placed in the Assignment Box in the Resource Center during opening hours. Submission deadlines are strictly enforced and late submission incurs penalties unless an extension and/or special consideration has been granted by the Subject Coordinator. No assessments are accepted after 14 calendar days of the due date. Students are requested to familiarize themselves with the Holmes Institute Assessment Policy at: www.holmes.edu.au/undergraduate/assessment.
STANDARD GRADING SYSTEM AND DISTRIBUTION
GRADE LETTER RANGE
High Distinction HD 80% and above
Distinction D 70 – 79%
Credit CR 60 – 69%
Pass P 50 – 59%
Fail NN 0-45% (did not meet the standard required according
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to the learning outcomes in the Subject Guide )
Faculty Pass* FP 46 – 49% (awarded by Board of Examiners)
Supplementary Exam Granted (a temporary grade)
NS Supplementary examination granted
Deferred Exam (a temporary grade) ND Officially Deferred examination
Fail NA Student did not submit any work according to the schedule in the Subject Guide
Result Withheld RW Additional assessment and/or work required
Result Withheld WH Outstanding fees or non-return of Holmes Institute materials
* This grade is sometimes referred to as a conceded pass at other institutions
Explanation of Letter Grade
HD Outstanding work which exhibits sophisticated understanding and critical synthesis, analysis and evaluation of the subject matter. While the work utilizes opinions of others, judgements about the value of the subject matter are made and drawn together in an organized whole. Gaps in the subject matter might also be identified and the implications discussed.
D Substantial work of high quality, which demonstrates a clear understanding of the subject matter, in which the relationship between the constituent elements are identified clearly and discussed with some level of critical analysis. The work also applies abstract ideas in concrete situations.
CR Sound and competent work, which demonstrates a reasonable but not complete grasp of the subject matter. The work utilizes recall and paraphrases the work of others concerning the subject matter. Some basic level of critical analysis is evident. Originality in the work is rarely evident.
P Work that demonstrates a satisfactory engagement with the subject matter such that the student is said to have a general understanding of the field. Provides an adequate basis for further study.
NN Did not meet the learning objective of the subject
VIEWING STUDENT GRADES Results including the final grade can be viewed via the Grade Centre on Blackboard. Results for all assessments are published within two weeks of the due date of the assessment and the final examination. Students who wish to appeal their mark for a specific assessment are advised to follow the procedures outlined at www.holmes.edu.au /undergraduate/appeals.
PLAGIARISM AND ACADEMIC MISCONDUCT Holmes Institute view any forms of academic misconduct as most serious offences. Academic misconduct in any form during an examination is not tolerated and will be dealt with according to the policies and procedures set out in the Holmes Institute Student Handbook (see www.holmes.edu.au/undergraduate/studenthandbook). Plagiarism occurs when one uses another person’s ideas or manner of expressing them and passes them off as one’s own work by failing to give appropriate acknowledgement (that is, referencing the source). Any instances of plagiarism will be dealt with promptly (see www.holmes.edu.au/undergraduate/studenthandbook).
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It is important that student reference their work appropriately. The Faculty of Higher Education at Holmes Institute uses the APA (American Psychological Association) style of referencing. A detailed guide to referencing can be found in the Student Handbook. It expected that you will be familiar with the APA style of referencing.
USE OF BLACKBOARD Holmes Institute uses Blackboard as its online teaching platform and all students enrolled have access to Blackboard to view and download their lecture material, grades, important announcements on their subjects and discussion rooms for selected subjects. Please note that it is the student’s responsibility to check Blackboard on a regular basis. It is expected that students will have viewed lecture materials and additional readings before class. All students are advised to familiarize themselves with the use of Blackboard. Guides to Blackboard are available in the Resource Center on each campus (see www.holmes.edu.au/undergraduate/blackboard). Should you have difficulties accessing and/or using Blackboard, please contact your lecturer or the Holmes Institute Blackboard Helpdesk on: [email protected].
USE OF RESOURCE CENTER AND PROQUEST For most subjects, students are expected to engage in additional research. Textbooks and teaching materials available in the Resource Center will be of use here. In addition, current students have access to a range of electronic academic journals via Proquest, which is accessible once you log into Blackboard. Should you require any assistance with the use of Proquest and/or online research, please contact your lecturer and/or the Resource Center staff on your campus.
STUDY SKILLS & ACADEMIC SUPPORT Students who have difficulties with their studies and/or specific forms of assessment should visit online Study Skills on www.holmes.edu.au/undergraduate/studyskills. Holmes Institute also offers regular Academic Support, which is free for any student enrolled. See details on www.holmes.edu.au/undergraduate/academicsupport.
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DETAILED INFORMATION ON SUBJECT ASSESSMENTS
Reflective Essay: Assessment criteria
Due: WEEK5 ASSESSMENT 1
Weighting: 15%
Length: NOT MORE THAN 1200 WORDS
Reflective Essay Choose a real-life service organisation that you are familiar with. You need to inform your lecturer of your choice by end of week 3.
Prepare a flowchart of the back-stage as well as the front-stage operations of this business.
Using this flowchart, explain the significance of the service encounter, and its managerial implications. The written component of the essay should not exceed 1200 words (12 font, Arial or Times New Roman single spaced)
1. Flowchart
Backstage
Front stage
2. Explanation of significance of the service encounter
3. Analysis of managerial implications
4. Essay format & presentation
4
4
4
3
TOTAL 15
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Group Report and Presentation: Assessment criteria
DUE: WEEK 11 ASSESSMENT 2
Weighting: 35%
Length: Not more than 3000 words & a 15 minutes Presentation
Service Recovery Group Report:
In teams of 4-5, students are required to choose 1 of the team’s service organisation from Assessment
1 and write a report that addresses the following:
1. Present this service organisation as a blueprint.
2. What is the service organisation’s front stage and back stage functions?
3. What are the “moments of truth” for this service organisation?
4. Show the determinants of satisfaction/dissatisfaction for this service organisation. Use relevant theories to also discuss service quality measurement (and quality gaps) in this organisation.
5. Devise a service-recovery strategy plan for the service organisation to deal with various critical incidents.
The report should be a maximum of 3000 words (12 font, Arial or Times New Roman single spaced)
Teams are also required to perform a 10-minutes Oral presentation for their assignment.
Written report:
Blueprint
Front stage and back stage functions
Moments of truth for this service organisation
Determinants of satisfaction/dissatisfaction (gap model)
Service-recovery strategy plan
Report format & referencing
Oral Presentation:
Demonstrated key service failure/ moment(s) of truth
Appropriateness of service recovery strategies
Flow of presentation, interaction, and issues presented
Overall impression of excellence
25
5
5
4
5
3
3
10
3
3
2
2
TOTAL 35
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Final Examination Assessment criteria
DUE: TBA (To be advised) ASSESSMENT 3
Weighting: 50%
Length: 2 HOURS 10 MINUTES
The final exam might have some Multiple Choice Questions, Short Answers
Questions and a case application questions (compulsory)
50
SUBJECT RESOURCES Prescribed Textbook (compulsory)
Lovelock, C., Patterson, P. & Wirtz, J. (2011) Services Marketing: An Asia-Pacific and Australian Perspective,
5/e, Pearson.
LECTURE SCHEDULE/SYLLABUS
WEEK LECT. NO.
TOPICS SCHEDULED
Text
Ch.
TUT. Questions
ASSMT
DUE
1
Lecture 1 New perspectives on marketing in the service
industry 1 n/a
No Tut
2
Lecture 2
Customer behaviour, culture and service encounters 2
Review questions 2,4,5 & 8 page 32
Tut Mini case: Long-stay airport parking services P31
3
Lecture 3
Positioning services in competitive markets
3
Review questions 2,4,7&9 page 66
Tut
Flowcharting: How to draft a front stage and a back stage
Mini-case: Personal trainers- a growth opportunity P65
4
Lecture 4
Developing services products: core and supplementary service elements
4
Review questions
2,6&7 Page93
Tut Mini-case: Flight centre from ‘The price beat guarantee to Unbeatable’ P92
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5
Lecture 5
Distributing services through physical and electronic channels
Understanding costs and developing pricing strategy
5 & 6
Review questions
1,2&4 Page 127
Assessment 1 Due
Tut Mini case: The Hong Kong Airport express P126
6
Lecture 6
Balancing productive capacity and demand
7
Review
questions 2, 4,5,6 & 8 Page 161 Q1, Q2 & Q8 page
193
Tut Review questions
7
Lecture 7
Integrated services marketing communications
8
Review
questions Q 1, Q2 &
Q4 Page 226
Tut Mini case: Managing capacity and demand at a
Yoga centre P225
8
Lecture 8
Managing the customer service function 9
Review questions 2 3 & 7 page
259
Tut Mini-case: Marketing Australia to the world P258
9
Lecture 9 Crafting the service environment
10
Review questions 1,
2, & 5 Page 286
Tut Application questions
10
Lecture 10 Customer satisfaction and service quality 11
Review questions 2, 6 & 7 page 311
Tut Application questions
11
Lecture 11 Managing customer relationships
12
Assessment 2 Report
And Presentation
Due
Tut Presentations
12
Lecture 12
Handling customer complaints and managing service recovery Managing people for service advantage
13
14
Revision and Exam
Prep
All assessments must be
completed to sit Final Exam
Study Week and Exam week PL check BB for announcements
* Note: Students must consult the Academic Calendar and Blackboard for the dates of the Examination Week.
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STUDENT ASSISTANCE Studying in higher education presents many experiences and challenges. These might involve academic, personal and/or professional issues. At Holmes Institute, we have a range of people who can help you with various challenges. The following table identifies contact points should you require any support.
SUPPORT REQUIRED WHO TO CONTACT
Information for Current Students Holmes Institute Student Handbook:
Academic Probation / Mentoring Academic Mentors, Associate Dean
Accommodation Holmes Institute Home Stay
Computers, Blackboard, Email IT Help Desk
Disability Needs Holmes Institute Campus Directors
Employment and Careers Career Development Team
Enrolment Higher Education Coordinator
Exams Higher Education Coordinator
Financial Issues Holmes Institute Campus Directors
Personal Issues National Higher Education Program Manager, Mentoring Team
Proquest Database Librarian on each Campus
Study Skills Holmes Institute Academic Support & Study Skills Team
Visa Issues, COEs etc. Higher Education Coordinator
This subject outline was prepared by the Course Development Team for the Undergraduate Programs, Faculty of Higher Education, Holmes Institute. It was correct at the time of publication. Change to the Subject Outline may occur at any time. However, the Faculty of Higher Education endeavours to inform the students accordingly. This publication is copyright. Apart from any fair dealing for the purpose of private study, research, criticism, or review as permitted under the Copyright Act, no part may be reproduced by any process or placed in computer memory without written permission. Enquires should be made to Holmes Institute Faculty of Higher Education. © Copyright 2010.
