Read this document to learn essential details about your unit. It will
also help you to get started with your studies.
Semester 1, 2015
Taught by:
Vida Siahtiri
CRICOS Provider Code: 00586B
Contact Details ........................................................................................................................................ 2
Unit Description ...................................................................................................................................... 3
Prior Knowledge &/or Skills OR Pre-Requisite Unit(s) ............................................................................ 3
Enrolment in the Unit ............................................................................................................................. 3
When does the unit commence? ............................................................................................................ 3
Intended Learning Outcomes and Generic Graduate Attributes for BMA258 ....................................... 4
Learning Expectations and Teaching Strategies/Approach .................................................................... 5
Learning Resources ................................................................................................................................. 5
Student Feedback via eVALUate ............................................................................................................. 8
Details of Teaching Arrangements .......................................................................................................... 8
Assessment ........................................................................................................................................... 10
Submission of Assessment Items .......................................................................................................... 14
Review of Assessment and Results ....................................................................................................... 15
Further Support and Assistance ............................................................................................................ 16
Academic Misconduct and Plagiarism .................................................................................................. 16
Workshop Schedule .............................................................................................................................. 18
Contact Details
Unit Coordinator and Lecturer: Vida Siahtiri
Campus: Sandy Bay
Room Number: Com306 (Hobart)
Email: [email protected]
Phone: (+ 61) 03 6226 6256
Consultation: By Appointment
I am available for appointments during office hours on Thursdays and Fridays.
Unit Description
The service industry is increasingly identified as contributing to worldwide business growth and is
seen as a critical source of employment. Furthermore, the provision of services is playing an
increasingly important role in the marketing strategies of goods manufacturing companies, because
B2B manufacturers seek to differentiate their offerings by including significant value-adding service
components. However, services possess unique characteristics, justifying the consideration of
whether traditional marketing management concepts and models need to be adapted to better
account for service-dominant economies, and for the successful marketing of services.
This unit focuses on is on developing students’ knowledge of the specific characteristics of services,
and how to manage and market them. This unit will help students create and manage relationships
with customers to deliver superior services. It will focus on the processes underpinning the creation
and delivery of high quality services, the extended services marketing mix, and managing internal
marketing within service firms. This unit also examines the service environment, and managing
capacity and demand to develop the necessary knowledge and skills to market service firms.
Prior Knowledge &/or Skills OR Pre-Requisite Unit(s)
BMA101 Introduction to Management and BMA151 Principles of Marketing.
Enrolment in the Unit
Unless there are exceptional circumstances, students should not enrol in this unit after the end of
week two of semester, as the Tasmanian School of Business and Economics (TSBE) cannot guarantee
Any extra assistance will be provided by the teaching team in respect of work covered in the
period prior to enrolment; and
Penalties will not be applied for late submission of any piece or pieces of assessment that were
due during this period.
When does the unit commence?
The unit’s teaching schedule commences in the week beginning 23 February, 2015.
Enrolment in Workshops
Students will be able to enrol in workshops electronically through MyLO. Workshop enrolments will
be open until the end of the first week of semester (28 February). Students who have not enrolled
in a workshop by this time will be allocated to a workshop by the unit coordinator. Students should
select the workshop carefully as variations or changes in workshop times will not be permitted.
BMA258, Services Marketing
Intended Learning Outcomes and Generic Graduate Attributes for BMA258
In this unit you will In assessing this unit I will be looking at your ability to:
Assessment Items The assessments and teaching activities in this unit have
been designed to develop the following graduate attributes
1, 2, & 5
in students:
Explain how the characteristics of services affect the Assessment Items
Knowledge (Level 2):
marketing of services and service firms.
1, 2, & 5
Explain the differences between goods and services.
1. The nature of
products and
Understand customer behaviour in service encounters.
Assessment Items
1, 2, & 5
Understand and analyse the marketing mix in service Assessment Items
2. To manage
processes and
Specific knowledge about the complexity of services
marketing, and apply this knowledge to a range of
service industries.
Life-long learning skills in the pursuit of professional
development as a marketer in service industries.
Assessment Items
1, 3 & 4
a service firm’s creation and delivery of a Assessment Items Communication (Level 2):
 Written and oral communication skills of a quality
in managing capacity and demand in Assessment Items
and manner appropriate to real world business
1, 3, & 4
situations and audience needs.
segments and competitive positions in Assessment Items
Problem Solving Skills (Level 2):
1, 3, & 4
Outline service innovation and service delivery channels.
Critically analyse
Solve problems
Analyse market
service contexts.
Explain the gaps that can occur in the firm’s effort to
Assessment Items
manage service quality, and strategies for building ongoing
1, 3, 4, & 5
3. To develop
with customers
Identify and discuss the different strategic options for Assessment Items
building customer lifetime value.
1, 3, 4, & 5
Effective problem solving skills including the ability
to apply marketing theory, models and methods and
logical thinking to a range of multi-dimensional
service industry problems.
An awareness of when additional information is needed and
Manage the process of service recovery and complaint Assessment Items the capacity to locate, analyse and use it.
1, 3, & 4
BMA258, Services Marketing
Learning Expectations and Teaching Strategies/Approach
The University is committed to a high standard of professional conduct in all activities, and holds its
commitment and responsibilities to its students as being of paramount importance. Likewise, it
holds expectations about the responsibilities students have as they pursue their studies within the
special environment the University offers. The University’s Code of Conduct for Teaching and
Learning states:
Students are expected to participate actively and positively in the teaching/learning
environment. They must attend classes when and as required, strive to maintain steady
progress within the subject or unit framework, comply with workload expectations, and
submit required work on time.
Work, Health and Safety (WH&S)
The University is committed to providing a safe and secure teaching and learning environment. In
addition to specific requirements of this unit, you should refer to the University’s policy at:
Learning Resources
Prescribed Text
Lovelock, CL, Patterson, PG, & Walker, R 2014, Services marketing: an Asia-Pacific and Australian
perspective, 6th edn, Pearson Australia, NSW.
Recommended Texts
There are related journal articles available on MyLO that supplement your readings. However, you
can use following sources if needed.
Egan, J 2008, Relationship marketing: exploring relational strategies in marketing, 3rd edn, Pearson
Education, Harlow, England.
Fisk, RP, Grove, S J & John, J 2012, Services marketing self-portraits: introspections, reflections, and
glimpses from the experts, Marketing Classics Press, USA.
Peck, H, Christopher, M, Clark, M & Payne, A 2013, Relationship marketing, Routledge, London, UK.
Wilson, A, Zeithaml, VA, Bitner, MJ & Gremler, DD 2012, Services marketing: integrating customer
focus across the firm, 2nd European edn, McGraw Hill, Maidenhead, UK.
Other Recommended Resources
For your studies it is essential that you become familiar with the key academic journals in the
marketing discipline. We suggest you use the e-Journal link on the Library website to access the
Journal of Services Research
Journal of Services Marketing
Journal of Service Management
BMA258, Services Marketing
Journal of Retailing & Consumer Services
Service Industries Journal
Services Marketing Quarterly
International Journal of Service Industry Management
Australasian Marketing journal
European Journal of Marketing
Journal of the Academy of Marketing Science
Journal of the Market Research Society
Journal of Marketing
Journal of Retailing
Journal of Business Research
It is also advised that you read publications such as Marketing Magazine, B&T, AdNews, and
Business Review Weekly (BRW), or subscribe to their electronic newsletters and email updates.
My Learning Online (MyLO)
Access to the MyLO online learning environment unit is required for this unit. The unit has its own
MyLO site.
To log into MyLO and access this unit, go to: http://www.utas.edu.au/mylo. To access the unit,
select BMA258. These instructions will help you to log in for the first time.
For help using MyLO go to http://www.utas.edu.au/mylo.
Technical requirements for MyLO
For help and information about setting up your own computer and web browser for MyLO, see:
While on campus, you can access the University network and MyLO via a laptop computer or other
mobile device. See: http://www.utas.edu.au/service-desk/uconnect/uconnect-on-campus
MyLO can be accessed via Library computers and in computer labs on campus. See:
For further technical information and help, contact the UTAS Service Desk on 6226 1818 or at
http://www.utas.edu.au/service-desk during business hours.
Learning to use MyLO
When you log into MyLO, you will see a unit called Getting Started with MyLO. Enter this unit to
learn more about MyLO, and to practise using its features.
BMA258, Services Marketing
MyLO Expectations
Students are expected to maintain the highest standards of conduct across all modes of
communication, either with staff or with other students. Penalties may be imposed if the Unit
Coordinator believes that, in any instance or mode of communication, your language or
content is inappropriate or offensive. MyLO is a public forum. Due levels of respect,
professionalism and high ethical standards are expected of students at all times.
Submission of assessment tasks via MyLO presumes that students have read, understood and
abide by the requirements relating to academic conduct, and in particular, those requirements
relating to plagiarism. All work submitted electronically is presumed to be “signed-off” by the
student submitting as their own work. Any breach of this requirement will lead to student
misconduct processes.
MyLO is an Internet service for teaching and learning provided by the University. It is
expected that you check your units in MyLO for updates at least once a day.
Using MyLO for BMA258
IMPORTANT!: Before you are provided with access to your unit’s MyLO resources, you must
complete the Student Agreement form. To do this:
1. Access the unit’s MyLO site.
2. Locate the Begin Here folder and click on it to open it. You can find the Begin Here folder by
scrolling down until you see Content Browser OR by clicking on the Content button.
3. Once you have opened the Begin Here folder, click on the Student Agreement file.
4. Read the terms, then check the I agree box. You should now be able to access all available
unit content on MyLO. You only need to do this once in each MyLO unit.
Other important resources on MyLO
Students are expected to regularly check on MyLO for any updates in relation to the unit. Essentially,
MyLO has been incorporated into the delivery of this unit to enhance students’ learning experience,
by providing access to up-to-date course materials, and allowing for online discussion. In addition to
the lecture slides which are uploaded on MyLO on a weekly basis, other unit-related materials such
as supplementary readings and assessment guides can also be accessed on MyLO. Further, students
are also expected to engage in an active discussion about issues related to the unit through the
BMA258, Services Marketing
discussion forums or chat rooms that are available on MyLO: this is particularly helpful for distance
students who may utilise the facilities available on MyLO to contact their fellow distance students
and form groups to complete any group assessment tasks for this unit. In this regard, MyLO should
be treated as the unit's critical platform for learning and communication.
Student Feedback via eVALUate
At the conclusion of each unit, students will be asked to provide online responses to a number of
matters relating to the learning and teaching within that unit. All students are asked to respond
honestly to these questions, as all information received is used to enhance the delivery of future
Changes to this Unit Based on Previous Student Feedback
Based on the previous student feedback some changes were considered in this unit to provide better
learning experience for students.
 Students studying this unit now have a prescribed textbook.
 Students have a recorded lecture for each week.
 There is no final exam for this unit.
Details of Teaching Arrangements
Whilst this unit is offered to both internal and external (distance) students, those enrolled to study
in the distance mode will be required to maintain the same level of progress. This unit is therefore
not, at this stage, a self-paced unit. If you are studying this unit in a distance mode, you should
ensure you are able to dedicate sufficient time on a weekly basis for completing the required
readings, workshops, and assignment preparation and submission.
This unit is workshop-based and there is only one introductory face-to-face lecture in week one for
attending (face-to-face) students in Hobart. This introductory lecture will be recorded for distance
students. To enhance and deepen students’ learning there is a prescribed textbook with slides
relevant to each chapter available from MyLO. Throughout the semester (weeks 2 to 13) audiorecording lectures will be available for all students from MyLO. The audio-recordings will provide an
overview of the main content relating to the topics outlined in the study schedule (see page 19).
These audio-recordings will be supported by a number of supplementary readings, videos, and
podcasts that are designed to deepen your knowledge of these topics (details about these readings
are available from the BMA258 Services Marketing Study Guide, which can be accessed from MyLO).
This unit is workshop-based.
BMA258, Services Marketing
For attending (face-to-face) students there will be weekly two-hour workshops, which will be held
from weeks 2 to 13 (inclusive). The workshop times are as follows:
Tuesday 3.00pm to 5.00pm.
Friday 9.00am to 11.00am.
Students will be able to enrol in tutorials electronically through MyLO. Tutorial enrolments will be
open until the end of the first week of semester (28 February).
For distance students there will be weekly online workshops, which will be held from weeks 2 to 13
(inclusive). These workshops will be delivered using the University’s web-conferencing software
package (more details about timing of and participation in these tutorials will be provided in the
week prior to the start of semester). Students will be able to enrol in tutorials electronically through
MyLO. Tutorial enrolments will be open until the end of the first week of semester (28 February).
The purpose of the workshops is to apply your knowledge of theory and concepts gained from your
readings and materials placed on MyLO to practical services marketing situations. Students are
expected to be active participants in the workshops, and should come to workshops prepared to
engage in discussion. Details about each workshop are outlined in the BMA258 Services Marketing
Study Guide.
Communication, Consultation and Appointments
Check the MyLO News tool at least once every two days. The unit News will appear when you first
enter our unit’s MyLO site. Alternatively, click on the News button (towards the top of the MyLO
screen) at any time.
Other students may have the same question that you have. Please go to the Q&A Forum on our
course’s MyLO site. Check the posts that are already there – someone may have answered your
question already. Otherwise, add your question as a new topic. Students are encouraged to support
each other using this forum – if you can answer someone’s question, please do. We will attempt to
respond to questions within 48 business hours. If your question is related to a personal issue or your
performance in the unit, please contact the appropriate teaching staff member by email instead.
If you have a personal question related to your studies or your grades, please contact teaching staff
by email.
You are expected to check your UTAS email (WebMail) on a regular basis – at least three times per
week. To access your WebMail account, login using your UTAS username and password at
You are strongly advised not to forward your UTAS emails to an external email service (such as gmail
or Hotmail). In the past, there have been significant issues where this has occurred, resulting in UTAS
BMA258, Services Marketing
being blacklisted by these email providers for a period of up to one month. To keep informed, please
use your UTAS email as often as possible.
*IMPORTANT* Please email teaching staff when you have a question or issue of a personal nature,
for example, you have a family issue that is affecting your studies. For general questions about the
unit, please add them to the Q&A forum on our unit’s MyLO site. This way, other students can also
benefit from the answers.
We receive a lot of emails. Be realistic about how long it might take for us to respond. Allow at least
two (2) business days to reply. Staff are not required to respond to emails where students do not
directly identify themselves, are threatening or offensive, or come from external (non-UTAS) email
When you write an email, you must include the following information. This helps teaching staff to
determine who you are and which unit you are talking about.
 Family name;
 Preferred name;
 Student ID;
 Unit code (i.e., BMA258)
 Questions
 If your question is about an assessment task, please include the assessment task
number or name.
Assessment Schedule
In order to pass this unit you must achieve an overall mark of at least 50% of the total available
marks. Details of each assessment item are outlined below.
Assessment Items
Due Date
Assessment Item 1 –
Assessment Item 2 –
Individual Essay
Assessment Item 3 –
Case Study Analysis
Assessment Item 4 –
Case Study Analysis Report
Assessment Item 5 –
Service Audit
Completed from
weeks 1 to 13 during
Saturday 28 March @
In workshop time,
from weeks 6 to 12.
In workshop time,
from weeks 6 to 12
Sunday 31 May @
Value/Weighting Link
20 marks
1, 2 & 3
15 marks
15 marks
20 marks
30 marks
1, 2 & 3
BMA258, Services Marketing
Assessment Item 1 – Workshop-Based Assessment Tasks
Task Description:
Individual or group tasks, depending on the type of in-class activities.
Task Length
This will vary depending on the type of task.
Assessment Criteria:
A copy of the assessment criteria and marking scheme will be available
through the Assessment folder in MyLO.
Link to Unit’s
Learning Outcomes:
1, 2 & 3
Due Date:
Ongoing (weeks 2 to 13)
20 marks
Assessment Detail:
A range of assessment tasks will be completed as part of the workshop
program. Tasks might be multiple choice tests, short essay questions, short
case analysis, etc. Some tasks will be completed during the allocated
workshop times, while other tasks will be completed after the workshop.
Details about these assessment tasks will be provided during the first
workshop for the semester (held during week two).
Your final mark for this assessment item will be an average of your scores for
all the workshop activities. If you miss a workshop activity, you will receive
zero for that piece of assessment. The overall result for this assessment piece
will be announced at the end of semester when all workshops and
assessment tasks are completed.
Assessment Item 2 – Individual Essay
Task Description:
Individual essay
Task Length
1500 words (+/- 10%)
Assessment Criteria:
A copy of the assessment criteria and marking scheme will be available
through the Assessment Folder in MyLO.
Unit’s 1 & 2
Learning Outcomes:
Due Date:
Saturday 28 March, 2.00 PM.
15 marks
Assessment Detail
Question 1
What is so distinctive about services marketing that requires a special
approach, a special set of concepts, and a special body of knowledge?
Question 2
Describe the difference between high contact and low contact services and
explain how the nature of the customers’ experience may differ between the
BMA258, Services Marketing
How do service organisations gain competitive advantage by deciding who to
Students should select one question ONLY. This assignment should be
answered in an essay format, with an introduction, body, and conclusion.
Examples should be used to support your arguments. There is no
requirement for a table of contents for this assignment, but please use page
numbers. Students must use a minimum of eight (8) relevant academic
references to answer their choice of question. A copy of the assessment
criteria and marking scheme are available through MyLO.
Assessment Item 3 – Group Case Study Analysis Presentation
Task Description:
Group case analysis
Task Length
20 minute presentation (including presentation and Q&A)
Assessment Criteria:
Marking criteria will be provided on MyLO.
Link to Unit’s
Learning Outcomes:
Due Date:
In workshops from weeks 6-12.
15 marks
Assessment Detail
Your case will be drawn from the cases in the textbook.
The case study analysis presentation will assess students’ ability to analyse a
case, marshal their thoughts and ideas and communicate them via an oral
presentation. The aim of the case study analysis presentation is to apply
theory to solve the case and answer the case questions. Students must
develop their presentation in terms of addressing an audience. This is to be
done in groups of 3-4 which will be established by the lecturer, who will
allocate students to different groups and release the group list on MyLO by
the end of the second week. Students will not be permitted to change
groups. Students will be briefed in class about the content and format of this
assessment task. Groups must submit their PPT slides and marketing guide to
the lecturer prior to the presentation.
Assessment Item 4 – Individual Case Study Analysis Report
Task Description:
Provide an individual report on the group case analysis.
Task Length
1000 words (±10%)
Assessment Criteria:
Marking criteria will be provided on MyLO.
Unit’s 2 & 3
Learning Outcomes:
Due Date:
From week 6-12
BMA258, Services Marketing
20 marks
Assessment Detail
Your case will be drawn from the cases in the textbook.
The case study analysis report will assess students’ ability to analyse a case,
marshal their thoughts and ideas and communicate them via a written
report. The aim of the case study analysis report is to apply theory to solve
the case and answer the case questions. Students are expected to write an
individual report on the case they analysed with their group. The report
should focus on the key issues identified in the case, and must specifically
answer the case study questions. This is to be done individually.
Assessment Item 5 – Service Audit
Task Description:
Individual service audit
Task Length
2500 words +/- 10%
Assessment Criteria:
A copy of the assessment criteria and marking scheme will be available
through the Assessment folder in MyLO.
Unit’s 1, 2 & 3
Learning Outcomes:
Due Date:
Saturday 31 May 2015, 2.00 PM
30 marks
Assessment Detail:
This assessment item is designed to test your application of services
marketing theory to a real life service organisation of which you have been a
customer. Students must register their choice of service organisation by
Week Four of the semester on MyLO (information about this process will be
provided in Week One of semester). Once this has been approved, you can
commence researching your chosen service organisation using ONLY
secondary data and participant observation. Please note you are not
permitted to interview staff or customers.
Part One of your service audit should contain a critical analysis of your
service experience, including discussion of the strengths and weaknesses of
the organisation’s service delivery. You should select services marketing
theories that best underpin your analysis and discussion, therefore
selection of the theory is your obligation. You should outline and discuss the
issues relating to quality management in this service organisation, the
extended marketing mix (i.e., physical evidence, people, process, product,
promotion, price and place), and any issues that relate to the involvement of
customers in service delivery. This section of your report should be
approximately 1300 words.
Part Two of your service audit is dedicated to your recommendations. Based
on your knowledge of the extended marketing mix, make at least three (3)
recommendations as to how your service organisation could improve the
customer experience and the overall quality of their service. You should
discuss each recommendation separately, and use headings, where
BMA258, Services Marketing
necessary. It is very important that your recommendations relate clearly to
your critical analysis. Your recommendations must also be logical,
applicable, and supported by evidence (e.g., photos, recall of your
experience, and references to theory). This section of your report should be
approximately 1200 words.
Submission of Assessment Items
Lodging Assessment Items
Assignments must be submitted electronically through the relevant assignment drop box in MyLO.
Students must ensure that their name, student ID, unit code, tutorial time and tutor’s name are
clearly marked on the first page. If this information is missing, the assignment will not be accepted
and, therefore, will not be marked.
Where appropriate, unit coordinators may also request students submit a paper version of their
Please remember that you are responsible for lodging your assessment items on or before the due
date and time. We suggest you keep a copy. Even in ‘perfect’ systems, items sometimes go astray.
Late Assessment and Extension Policy
In this Policy
1. (a) ‘day’ or ‘days’ includes all calendar days, including weekends and public holidays;
(b) ‘late’ means after the due date and time; and
(c) ‘assessment items’ includes all internal non-examination based forms of assessment
2. This Policy applies to all students enrolled in TSBE Units at whatever Campus or geographical
3. Students are expected to submit assessment items on or before the due date and time specified
in the relevant Unit Outline. The onus is on the student to prove the date and time of
4. Students who have a medical condition or special circumstances may apply for an extension.
Requests for extensions should, where possible, be made in writing to the Unit Coordinator on
or before the due date. Students will need to provide independent supporting documentation
to substantiate their claims.
5. Late submission of assessment items will incur a penalty of 10% of the total marks possible for
that piece of assessment for each day the assessment item is late unless an extension had been
granted on or before the relevant due date.
6. Assessment items submitted more than five (5) days late will not be accepted.
7. Academic staff do NOT have the discretion to waive a late penalty, subject to clause 4 above.
Academic Referencing and Style Guide
Before starting their assignments, students are advised to familiarise themselves with the following
electronic resources.
The first is the Harvard Referencing System Style Guide, which can be accessed from the UTAS
library: http://utas.libguides.com/content.php?pid=27520&sid=199808. The Harvard style is the
appropriate referencing style for this unit and the guide provides information on presentation of
BMA258, Services Marketing
assignments, including referencing styles. In your written work you will need to support your ideas
by referring to scholarly literature, works of art and/or inventions. It is important that you
understand how to correctly refer to the work of others and maintain academic integrity.
Failure to appropriately acknowledge the ideas of others constitutes academic dishonesty
(plagiarism), a matter considered by the University of Tasmania as a serious offence.
The second is the Tasmanian School of Business and Economics’s Writing Assignments: A Guide,
which can be accessed at: http://www.utas.edu.au/business-and-economics/student-resources. This
guide provides students with useful information about the structure and style of assignments in the
Review of Assessment and Results
Review of Internal Assessment
It is expected that students will adhere to the following policy for a review of any piece of
continuous/internal assessment. The term continuous/internal assessment includes any assessment
task undertaken across the teaching phase of any unit (such as an assignment, a tutorial
presentation, and online discussion, and the like), as well as any capstone assignment or take-home
Within five (5) days of release of the assessment result a student may request a meeting with the
assessor for the purpose of an informal review of the result (in accordance with Academic
Assessment Rule No. 2 Clause 22 – www.utas.edu.au/university-council/universitygovernance/rules). During the meeting, the student should be prepared to discuss specifically the
marks for the section(s) of the marking criteria they are disputing and why they consider their
mark(s) is/are incorrect. The assessor will provide a response to the request for review within five (5)
days of the meeting.
If the student is dissatisfied with the response they may request a formal review of internal
assessment by the Head of School, with the request being lodged within five (5) days of the informal
review being completed. A Review of Internal Assessment Form is available at the following link:
http://www.utas.edu.au/business-and-economics/student-resources/forms. The form must be
submitted to the TSBE Office.
Review of Final Exam/Result
In units with an invigilated exam students may request a review of their final exam result. You may
request to see your exam script after results have been released by completing the Access to Exam
Script Form, which is available from the TSBE Office, or at the following link –
http://www.utas.edu.au/business-and-economics/student-resources/forms. Your unit coordinator
will then contact you by email within five (5) working days of receipt of this form to go through your
exam script.
Should you require a review of your final result a formal request must be made only after
completing the review of exam script process list above. To comply with UTAS policy, this request
must be made within ten (10) days from the release of the final results (in accordance with
Academic Assessment Rule No. 2 Clause 22 – www.utas.edu.au/university-council/universitygovernance/rules). You will need to complete an Application for Review of Assessment Form, which
BMA258, Services Marketing
can be accessed from http://www.utas.edu.au/exams/exam-and-results-forms. Note that if you
have passed the unit you will be required to pay $50 for this review.
The TSBE reserves the right to refuse a student request to review final examination scripts should
this process not be followed.
Further Support and Assistance
If you are experiencing difficulties with your studies or assessment items, have personal or lifeplanning issues, disability or illness that may affect your study, then you are advised to raise these
with your lecturer or tutor in the first instance.
If you do not feel comfortable contacting one of these people, or you have had discussions with
them and are not satisfied, then you are encouraged to contact:
Name: Mr David Kronenberg
Room: 407, Commerce Building, Sandy Bay
Email: [email protected]
Students are also encouraged to contact their Undergraduate Student Adviser who will be able to
help in identifying the issues that need to be addressed, give general advice, assist by liaising with
academic staff, as well as referring students to any relevant University-wide support services. Please
refer to the Student Adviser listings at www.utas.edu.au/first-year/student-advisers for your
adviser’s contact details.
There is also a range of University-wide support services available to students, including Student
Centre Administration, Careers and Employment, Disability Services, International and Migrant
Support, and Student Learning and Academic Support. Please refer to the Current Students website
(available from www.utas.edu.au/students) for further information.
If you wish to pursue any matters further then a Student Advocate may be able to assist.
Information about the advocates can be accessed from www.utas.edu.au/governance-legal/studentcomplaints.
The University also has formal policies, and you can find out details about these policies from the
following link – http://www.utas.edu.au/registrar/student-complaints/.
Academic Misconduct and Plagiarism
Academic misconduct includes cheating, plagiarism, allowing another student to copy work for an
assignment or an examination, and any other conduct by which a student:
(a) seeks to gain, for themselves or for any other person, any academic advantage or advancement
to which they or that other person are not entitled; or
(b) improperly disadvantages any other student.
Students engaging in any form of academic misconduct may be dealt with under the Ordinance of
Student Discipline. This can include imposition of penalties that range from a deduction/cancellation
of marks to exclusion from a unit or the University. Details of penalties that can be imposed are
BMA258, Services Marketing
available in the Ordinance of Student Discipline – Part 3 Academic Misconduct, see
Plagiarism is a form of cheating. It is taking and using someone else’s thoughts, writings or
inventions and representing them as your own, for example:
using an author’s words without putting them in quotation marks and citing the source;
using an author’s ideas without proper acknowledgment and citation; or
copying another student’s work.
It also means using ones’ own work from previously submitted assessment items if repeating a unit.
If you have any doubts about how to refer to the work of others in your assignments, please
consult your lecturer or tutor for relevant referencing guidelines, and the academic integrity
resources on the web at http://www.academicintegrity.utas.edu.au/ The intentional copying of
someone else’s work as one’s own is a serious offence punishable by penalties that may range from
a fine or deduction/cancellation of marks and, in the most serious of cases, to exclusion from a unit,
a course, or the University.
The University and any persons authorised by the University may submit your assessable works to
a plagiarism checking service, to obtain a report on possible instances of plagiarism. Assessable
works may also be included in a reference database. It is a condition of this arrangement that the
original author’s permission is required before a work within the database can be viewed.
For further information on this statement and general referencing guidelines, see
www.utas.edu.au/plagiarism/ or follow the link under ‘Policy, Procedures and Feedback’ on the
Current Students homepage.
Study Guide
As mentioned, a study guide for this unit will be available through MyLO in Week 1. Completing the
required readings, in addition to listening to and watching the audio recorded lectures, will guide
your learning of marketing theory. Students are expected to work through the study guide over the
course of the semester. I suggest you follow the schedule on page 19, and allocate the same time to
completing each module. You should also check the MyLO site on a weekly basis, as this is where
you will find additional learning materials, the audio recorded lectures for each week and relevant
videos from your lecturer.
BMA258, Services Marketing
Workshop Schedule
Please note that the workshop schedule commences in week 2 of semester.
Start of
February Lecture 1A: Housekeeping.
Lecture 1B: Marketing in the service economy.
Lecture 2: Customer behaviour, culture, and service encounters.
Workshop 1: Understanding the nature of services.
Lecture 3: Positioning services in competitive markets.
Workshop 2: Role and script and different levels of service encounter.
Lecture 4: Developing service products: core and supplementary service
Workshop 3: Applying positioning strategies.
Lecture 5: Distributing service through physical and electronic channels.
Workshop 4: Identifying and managing service product.
Lecture 6: Balancing productive capacity and demand.
Workshop 5: high-touch vs high-tech service delivery.
Mid-Semester Break: 2 – 8 April 2015 inclusive
Classes resume Thursday 9 April
Lecture 7: Understanding costs and developing pricing strategy and
integrated services marketing communications.
Workshop 6: Capacity management and demand smoothing.
Lecture 8: Managing people for service advantage.
Workshop 7: pricing services and managing communication channels.
Lecture 9: Crafting the service environment.
Workshop 8: managing people in service firms.
Lecture 10: Customer satisfaction and service quality.
Workshop 9: The functional and strategic role of the physical evidence
(outdoor activity).
Lecture 11: Managing relationships and building loyalty.
Workshop 10: Managing service quality.
Lecture 12: Handling customer complaints and managing service.
Workshop 11: Managing relationships.
Lecture 13: Managing the customer service function
Workshop 12: Service recovery.
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