MARKETNG 7002 - Customer Experience in Services
North Terrace Campus - Trimester 3 - 2023
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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: Shikha Sharma
Course Timetable
The full timetable of all activities for this course can be accessed from .
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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 asynchronouslyUniversity 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. BostonRecommended 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/auOnline 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 HelpSpecific Course Requirements
Prerequisites MARKETNG 7104 -
Assessment
The University's policy on Assessment for Coursework Programs is based on the following four principles:
- Assessment must encourage and reinforce learning.
- Assessment must enable robust and fair judgements about student performance.
- Assessment practices must be fair and equitable to students and give them the opportunity to demonstrate what they have learned.
- 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
No information currently available.
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 .
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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.
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Student Support
- Academic Integrity for Students
- Academic Support with Maths
- Academic Support with writing and study skills
- Careers Services
- Library Services for Students
- LinkedIn Learning
- Student Life Counselling Support - Personal counselling for issues affecting study
- Students with a Disability - Alternative academic arrangements
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Policies & Guidelines
This section contains links to relevant assessment-related policies and guidelines - all university policies.
- Academic Credit Arrangements Policy
- Academic Integrity Policy
- Academic Progress by Coursework Students Policy
- Assessment for Coursework Programs Policy
- Copyright Compliance Policy
- Coursework Academic Programs Policy
- Intellectual Property Policy
- IT Acceptable Use and Security Policy
- Modified Arrangements for Coursework Assessment Policy
- Reasonable Adjustments to Learning, Teaching & Assessment for Students with a Disability Policy
- Student Experience of Learning and Teaching Policy
- Student Grievance Resolution Process
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