HC2112 Services Marketing and Relationship Marketing代写

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HC2112 Services Marketing and Relationship Marketing代写

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

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HOLMES INSTITUTE

FACULTY OF

HIGHER EDUCATION

HOLMES INSTITUTE

FACULTY OF HIGHER EDUCATION

UNDERGRADUATE PROGRAM

SUBJECT OUTLINE

HC2112 Services Marketing & Relationship Marketing

Trimester 2 / 2017

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

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

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.

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

SUBJECT OBJECTIVES & LEARNING OUTCOMES

On completion of this subject you will be able to:

Knowledge

Graduates will be able to, evaluate theoretical and practical knowledge of Services Marketing

Skills

Graduates will be able to, analyze marketing issues and strategies using core marketing concepts (eg.

Differences between Goods and Services, Importance of Physical Evidence, Process and People in

service industry, Servicescape, Marketing Mix, SWOT, Segmentation and Positioning) and work with

others to develop Marketing strategies.

Application of Knowledge and skills

Graduates will be able to, apply theoretical and practical knowledge of Marketing in the diagnosis of

organizational issues and the formulation of appropriate marketing strategies.

Students will demonstrate research skills, showing initiative in consulting the academic literature and

integrating fresh ideas into the discourse in preparation for life-long learning.

Students will demonstrate the capacity to write persuasive reports containing sound

recommendations, in preparation for their career in business.

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

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

CONTACT DETAILS

Subject Coordinator

And

Lecturer in Sydney

Jas Paul Chawla

John Ayoub

jchawla@holmes.edu.au

Lecturer in Brisbane

Mark Halpin

Dr. Sudarshan

Chalise

@my.holmes.edu.au

Lecturer in Melbourne

Dr Anh Le Viet

ale@my.holmes.edu.au

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.

CONSULTATION TIMES*

Please check with your lecturer

Monday Tuesday Wednesday Thursday Friday

Coordinator in Sydney

Jas Paul Chawla

2 to 4 2 to 4 3 to 5

Melbourne Campus TBA

Brisbane Campus TBA

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

STUDENT ASSESSMENT OVERVIEW

ASSESSMENT TYPE DUE DATE WEIGHT LENGTH LEARNING

OUTCOMES

Individual Reflective essay Week 5 15% 1200 Words Would be able

to understand

and apply the

core concepts

of the subject

Group Report

Presentation

Week 11 25%

10%

2500 Words Would be able

to understand

and apply the

services

marketing

theory

Final Exam Exam Week

TBA

50%

Business Presentations

You are expected to arrive for any presentation ahead of time. If you are late for your presentation, you may

not be eligible to present and may not receive any marks. Where a business presentation involves a group, it

is expected that all group members are present. Unless your lecturer advises otherwise, students are

expected to dress in business attire.

Class Tests

For subjects for which a class test is part of the assessments, you need to follow the instructions by your

lecturer to confirm any material allowed in the class test. You also need to follow any relevant announcement

on Blackboard that confirm the date/time and venue of the class test.

Final Examinations

Each trimester concludes with the final examinations that are held during a designated examination period.

You are expected to be present for the final examinations, which are held during Examination Week, the

exact dates/times and venues are announced via your Blackboard. For each subject you will be allocated a

designated seat in one of the examination venues. Your examination venue and seat will be confirmed by the

end the teaching period of each trimester via your Blackboard.

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 (final check, not self check). 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.

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

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

to the learning outcomes in the Subject Guide )

Faculty Pass* FP 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

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

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).

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 Harvard

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:

bbhelpdesk@holmes.edu.au.

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

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

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.

DETAILED INFORMATION ON SUBJECT ASSESSMENTS

Reflective Essay: Assessment criteria

Due: WEEK 5

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

TOTAL 15

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

Group Report and Presentation: Assessment criteria

DUE: WEEK 11

ASSESSMENT 2

Weighting: 35%

Length: Not more than 2500 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 2500 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

TOTAL 35

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

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.

SUBJECT RESOURCES

Prescribed Textbook (compulsory)

Lovelock, C., Patterson, P. & Wirtz, J. (2011) Services Marketing: An Asia-Pacific and Australian Perspective,

5/e, Pearson.

Recommended Reading

Risk preferences and the marketing of financial services: Segmentation by birth order, Rink, David R ;

Roden, Dianne M ; Cox, Steven R . Journal of Financial Services Marketing 18.1 (Mar 2013): 17-26

The Effect of Customers’ Social Media Participation on Customer Visit Frequency and Profitability: An

Empirical Investigation, (2013), Rishika Rishika (Texas A&M University), Ashish Kumar (Aalto University),

Ramkumar Janakiraman (Texas A&M University), and Ram Bezawada (State University of New York, Buffalo),

Information Systems Research; vol. 24, no. 1

Market Segmentation

http://www.ausport.gov.au/information/nsr/market_segmentation 21 mar 2014

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

LECTURE SCHEDULE/SYLLABUS

WEEK

LECT.

NO.

TOPICS

SCHEDULED

Text

Ch.

TUT.

Questions

ASSMT

DUE

Lecture

New perspectives on marketing in the service

industry

n/a

No Tut

Lecture

Customer behaviour, culture and service

encounters

Review

questions

2,4,5 & 8

page 32

Tut

Mini case: Long-stay airport parking services

P31

Lecture

Positioning services in competitive markets

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

Lecture

Developing services products: core and

supplementary service elements

Review

questions

2,6&7

Page93

Tut

Mini-case: Flight centre from ‘The price beat

guarantee to Unbeatable’ P92

Lecture

Distributing services through physical and

electronic channels

Understanding costs and developing pricing

strategy

5 &

Review

questions

1,2&4

Page 127

Assessment 1

Due

Tut

Mini case: The Hong Kong Airport express P126

Lecture

Balancing productive capacity and demand

Review

questions 2,

4,5,6 & 8

Page 161

Q1, Q2 &

Q8 page

193

Tut

Review questions

Lecture

Integrated services marketing communications

Review

questions

Q 1, Q2 &

Page 226

Tut

Mini case: Managing capacity and demand at a

Yoga centre P225

Lecture

Managing the customer service function 9

Review

questions 2

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

Tut

Mini-case: Marketing Australia to the world

P258

3 & 7 page

259

Lecture

Crafting the service environment

Review

questions 1,

2, & 5

Page 286

Tut

Application questions

Lecture

Customer satisfaction and service quality

Review

questions 2,

6 & 7 page

311

Tut

Application questions

Lecture

Managing customer relationships

Assessment 2

Report

And

Presentation

Due

Tut

Presentations

Lecture

Handling customer complaints and managing

service recovery

Managing people for service advantage

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.

STUDENT ASSESSMENT SUBMISSION AND LATE PENALTIES

To be eligible to pass this subject, you must complete all forms of assessment and demonstrate achievement

of the learning outcomes. All assignments must be submitted electronically ONLY using a word processor,

uploaded to Blackboard via the Final Check and Submission of SafeAssign.

Submission deadlines are strictly enforced and late submission incurs penalties of 5 (five) % of the

assessment value per calendar day unless an extension and/or special consideration has been granted by the

lecturer prior to the assessment deadline . U nless an extension and/or special consideration has been

granted, no assessments are accepted after 14 calendar days of the due date, or the end of the trimester for

assessments due later in a trimester. Students need to allow up to 24 hours for the Final Check of their

assignment submission to SafeAssign to be available.

VIEWING STUDENT GRADES AND ASSESSMENTS

Results, including the final grade, can be viewed via the Grade Centre on Blackboard. Results for all

assessments are usually published within two weeks of the due date of the assessment, and the final

examination respectively. Students who wish to appeal their mark for any assessment are advised to do so

within 14 days of the publication of results (please follow the procedures outlined in the Student Handbook).

Please note that students are eligible to view any of their assessments. For continuous assessments during

the teaching period, students need to contact their lecturer immediately after the publication of results. For

viewing of the final examination script, students need to complete the respective form (available on your

Blackboard) and pay the applicable administrative fee. The form needs to be submitted within 14 days of the

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

publication of the final/overall results. Please note that there is no review/remark option available for any

student assessments.

ACADEMIC MISCONDUCT AND PLAGIARISM

Holmes Institute views any forms of academic misconduct as most serious offences. Academic misconduct in

any form, including plagiarism, contract cheating and cheating in a class test or examination, is not tolerated

and will be dealt with according to the policies and procedures set out in the Holmes Institute Student

Handbook.

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). It is

important that student reference their work appropriately. The Faculty of Higher Education at Holmes

Institute uses the Harvard style of referencing. A detailed guide to referencing can be found in the Student

Handbook and Resource Centres. It is expected that you will be familiar with the Harvard style of referencing.

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

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

to the learning outcomes in the Subject Guide )

Faculty Pass* FP Awarded by Board of Examiners in exceptional

circumstances

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

No results NR Student did not submit any assessments