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MARKETNG 7002 - Customer Experience in Services

North Terrace Campus - Trimester 3 - 2024

This course examines customer experiences in services by reviewing core services marketing theories and concepts and then deepening these understandings based on the latest research into customers? experience when purchasing, accessing, or using services. Building on foundational insights from the service economy, this course also focuses on customer journey mapping by studying customer engagement and the service experience throughout the customer journey, as well as the barriers to accessing services for vulnerable groups of consumers.

  • General Course Information
    Course Details
    Course Code MARKETNG 7002
    Course Customer Experience in Services
    Coordinating Unit Marketing
    Term Trimester 3
    Level Postgraduate Coursework
    Location/s North Terrace Campus
    Units 3
    Contact Up to 3 hours per week
    Available for Study Abroad and Exchange N
    Prerequisites MARKETNG 7104
    Course Staff

    Course Coordinator: Nicholas Marzohl

    Course Timetable

    The full timetable of all activities for this course can be accessed from .

  • Learning Outcomes
    Course Learning Outcomes

    On successful completion of this course, students will be able to:

    1. Identify and explain core services marketing theories and concepts, and leverage them to understanding customer experience in services;
    2. Evaluate critical aspects of the service encounter and the role of the customer in designing effective service strategies;
    3. Apply services marketing research and learnings to develop insights for customer engagement throughout the customer journey, (purchasing, accessing, or using services, and including barriers to access); and
    4. Convey learnings in a professional manner throughout the course, both collaboratively and independently as well as synchronously and asynchronously

    University Graduate Attributes

    This course will provide students with an opportunity to develop the Graduate Attribute(s) specified below:

    University Graduate Attribute Course Learning Outcome(s)

    Attribute 1: Deep discipline knowledge and intellectual breadth

    Graduates have comprehensive knowledge and understanding of their subject area, the ability to engage with different traditions of thought, and the ability to apply their knowledge in practice including in multi-disciplinary or multi-professional contexts.

    CLO1, CLO2

    Attribute 2: Creative and critical thinking, and problem solving

    Graduates are effective problems-solvers, able to apply critical, creative and evidence-based thinking to conceive innovative responses to future challenges.

    CLO2, CLO3

    Attribute 3: Teamwork and communication skills

    Graduates convey ideas and information effectively to a range of audiences for a variety of purposes and contribute in a positive and collaborative manner to achieving common goals.

    CLO4

    Attribute 4: Professionalism and leadership readiness

    Graduates engage in professional behaviour and have the potential to be entrepreneurial and take leadership roles in their chosen occupations or careers and communities.

    CLO3, CLO4

    Attribute 5: Intercultural and ethical competency

    Graduates are responsible and effective global citizens whose personal values and practices are consistent with their roles as responsible members of society.

    CLO2

    Attribute 8: Self-awareness and emotional intelligence

    Graduates are self-aware and reflective; they are flexible and resilient and have the capacity to accept and give constructive feedback; they act with integrity and take responsibility for their actions.

    CLO2, CLO4
  • Learning Resources
    Required Resources
    Zeithaml, V., Bitner, M.J., and Gremler, D. (2023), Services Marketing: Integrating Customer Focus across the Firm, 8th ed., McGraw-Hill Irwin. Boston
    Recommended Resources
    For an alternative perspective, students are encouraged to consult the following text:
    Lovelock, C, Patterson, P and Wirtz J (2015), Services Marketing: An Asia-Pacific and Australian Perspective (6th Edition), Pearson, Australia.

    In addition, students are also encouraged to read on the topics covered by this course in the following journals. Students will find these journals particularly useful:
    • Journal of Marketing
    • Journal of Service Research
    • Marketing Science
    • Journal of Marketing Research
    • Journal of Services Marketing
    • Journal of Service Management
    • Journal of Consumer Research
    • European Journal of Marketing
    • Journal of Service Theory and Practice

    This list of relevant journals is a guide only; it is up to the student to determine what additional material is needed to satisfactorily complete the different assessments.

    Students are also encouraged to familiarise themselves with the following websites:
    • AMA Marketing News www.ama.org/marketing-news-home/
    • Business Review Weekly www.brw.com.au
    • Forbes www.forbes.com
    • Fortune www.fortune.com
    • Harvard Business Review https://hbr.org/
    • The Conversation https://theconversation.com/au
    Online Learning
    Comprehensive online support is available on the MyUni course website: https://myuni.adelaide.edu.au
  • Learning & Teaching Activities
    Learning & Teaching Modes
    This course involves a three-hour seminar each week. Students in this course are expected to attend all weekly seminars during the trimester.
    Workload

    The information below is provided as a guide to assist students in engaging appropriately with the course requirements.

    This course involves a three-hour seminar each week. Learning activities and assessment for the course are outlined below and on MyUni. 
    Learning Activities Summary

    Week 1: Introduction to Services

    Week 2: Customer Expectations of Service and Customer Perceptions of Service

    Week 3: Listening to Customers Through Research and Managing Customer Relationships

    Week 4: Service Recovery and Service Innovation and Design

    Week 5: Customer-Defined Service Standards

    Week 6: No Seminar - Assessment 

    Week 7: Physical Evidence and Servicescapes

    Week 8: Employees’ Roles in Service Delivery and Customers’ Roles in Service Delivery

    Week 9 : No Seminar - Work on Assessment

    Week 10: Managing Demand and Capacity and Integrated Service Marketing Communications

    Week 11: Pricing of Services and Artificial Intelligence and Robotics in Service

    Week 12: The Financial and Economic Impact of Service and Assessment Help

    Specific Course Requirements
    Prerequisites MARKETNG 7104
  • Assessment

    The University's policy on Assessment for Coursework Programs is based on the following four principles:

    1. Assessment must encourage and reinforce learning.
    2. Assessment must enable robust and fair judgements about student performance.
    3. Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
    4. Assessment must maintain academic standards.

    Assessment Summary
    Assessment Item Weighting Learning Outcome
    Research Corner (Individual) 25% CLO1, CLO4
    Online Quiz (Individual) 30% CLO1, CLO2
    Service Encounter (Individual) 15% CLO1, CLO2
    Service Project (Group) 30% CLO2, CLO3, CLO4
    Assessment Detail
    Research Corner (25% Individual). This assessment involves reading the assignment research corner papers and submitting the research corner worksheet. The research corner worksheet must be completed using the template provided on MyUni and must be submitted through MyUni before the start of the seminar in which the paper is discussed. Only FIVE (5) research corner worksheet submissions are required over the trimester (submitted through MyUni before the seminar in which the paper is discussed). Students can choose any five (5) of the research corner worksheets to submit but must submit the worksheet for the papers in the week in which they discussed before the beginning of the seminar of that week. Please only submit five (5) during the trimester.


    Online Quiz (30% Individual). This assessment involves an online quiz consisting of multiple-choice questions (MCQs), covering seminar content from weeks 1-5. You must complete the quiz in TWO (2) hours AND by the end of day of the week 6 seminar. 

    Service Encounter (15% Individual). The purpose of this assessment is for you to understand and evaluate service encounters (buyer-seller interaction) from your own perspective as a customer. This process will improve your ability to analyse and diagnose services marketing problems now and in the future. There are numerous service encounters that customers may have each week, from restaurants, entertainment services, banks, gyms, healthcare, drycleaners, libraries, hair stylists and more. Using the template provided on MyUni, complete a service encounter journal entry for one (1) service encounter, and analyse the encounter by applying course learning. The encounter can be physical or online.

    Service Project (30% Group). Based on a service encounter, you will work in groups to detail the service encounter and blueprint, apply relevant service marketing perspectives and learnings to the encounter, and identify areas improvements and other implications. This assessment must be completed in groups of three (3) to five (5) students. Groups will be organised in seminars in weeks 4 and 5. Group members must work together to find reliable ways to work together, and with equal contribution.




    Submission
    For this course, students are required to hand in assignments via Turnitin. More information about submission is available through teh course MyUni page.

    Students must not submit work for an assignment that has previously been submitted for this course or any other course.

    Late Assignment Submission
    Students are expected to submit their work by the due date to maintain a fair and equitable system. Extensions will generally only be given for medical or other serious reasons. All requests for extensions must be emailed to the course coordinator before the due date.
    Each request will be assessed on its merits. A late assignment (except the quiz: see below) without prior arrangement will be penalised according to the schedule below. There is a 5% penalty per day late or part thereof.
    • So without an extension, one day or part thereof late: 5% penalty
    • Two days or part thereof of two days: 10% penalty
    • Three days or part thereof of three days: 15% penalty
    • Four days or part theeof of four days: 20% penalty.

    Material that is submitted more than five days late will not be accepted. If you receive an extension and submit beyond the extension date, then late penalties will apply.

    Submitting your assignment late (with or without an extension) also means you miss the primary marking cycle which may lead to a later return to you.

    For the quiz, there is a 5% penalty per hour late or part thereof.
    • So without an extension, one hour or part thereof late: 5% penalty
    • Two hours or part thereof: 10% penalty
    • Three hours or part thereof: 15% penalty
    • Four hours or part thereof: 20% penalty.
    Course Grading

    Grades for your performance in this course will be awarded in accordance with the following scheme:

    M10 (Coursework Mark Scheme)
    Grade Mark Description
    FNS   Fail No Submission
    F 1-49 Fail
    P 50-64 Pass
    C 65-74 Credit
    D 75-84 Distinction
    HD 85-100 High Distinction
    CN   Continuing
    NFE   No Formal Examination
    RP   Result Pending

    Further details of the grades/results can be obtained from Examinations.

    Grade Descriptors are available which provide a general guide to the standard of work that is expected at each grade level. More information at Assessment for Coursework Programs.

    Final results for this course will be made available through .

  • Student Feedback

    The University places a high priority on approaches to learning and teaching that enhance the student experience. Feedback is sought from students in a variety of ways including on-going engagement with staff, the use of online discussion boards and the use of Student Experience of Learning and Teaching (SELT) surveys as well as GOS surveys and Program reviews.

    SELTs are an important source of information to inform individual teaching practice, decisions about teaching duties, and course and program curriculum design. They enable the University to assess how effectively its learning environments and teaching practices facilitate student engagement and learning outcomes. Under the current SELT Policy (http://www.adelaide.edu.au/policies/101/) course SELTs are mandated and must be conducted at the conclusion of each term/semester/trimester for every course offering. Feedback on issues raised through course SELT surveys is made available to enrolled students through various resources (e.g. MyUni). In addition aggregated course SELT data is available.

  • Student Support
  • Policies & Guidelines
  • Fraud Awareness

    Students are reminded that in order to maintain the academic integrity of all programs and courses, the university has a zero-tolerance approach to students offering money or significant value goods or services to any staff member who is involved in their teaching or assessment. Students offering lecturers or tutors or professional staff anything more than a small token of appreciation is totally unacceptable, in any circumstances. Staff members are obliged to report all such incidents to their supervisor/manager, who will refer them for action under the university's student鈥檚 disciplinary procedures.

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