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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

Zeithaml, V., Bitner, M.J., and Gremler, D. (2023), Services Marketing: Integrating Customer Focus across the Firm, 8th ed., McGraw-Hill Irwin. Boston

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

Comprehensive online support is available on the MyUni course website: https://myuni.adelaide.edu.au

This course involves a three-hour seminar each week. Students in this course are expected to attend all weekly seminars during the trimester.

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

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

Prerequisites MARKETNG 7104

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

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.

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.