24306 Services Marketing
Warning: The information on this page is indicative. The subject outline for a
particular session, location and mode of offering is the authoritative source
of all information about the subject for that offering. Required texts, recommended texts and references in particular are likely to change. Students will be provided with a subject outline once they enrol in the subject.
Subject handbook information prior to 2025 is available in the Archives.
Credit points: 6 cp
Subject level:
Undergraduate
Result type: Grade and marksRequisite(s): 24108 Marketing Foundations OR 24109 Marketing and Customer Value
These requisites may not apply to students in certain courses.
There are course requisites for this subject. See access conditions.
Description
This subject enables students to broaden their understanding of marketing by focusing on the marketing of services. Services dominate the global economy and are becoming critical for competitive advantage in organisations across the world and in all industry sectors. Services require a distinctive approach to marketing strategy, both in its development and execution. The subject explores the foundations of services marketing and teaches students how to create, promise, and deliver a successful, interactive customer experience.
Subject learning objectives (SLOs)
| 1. | Produce and justify practical solutions to complex services marketing problems |
|---|---|
| 2. | Discuss services marketing theories, frameworks and concepts to managerial decision contexts |
| 3. | Apply analytical perspectives and decision tools, which underlie creative services marketing |
Contribution to the development of graduate attributes
The marketing of services poses some unique challenges. This subject provides an integrated managerial and strategic approach that places services issues within a broader general marketing management context and addresses the need for service marketers not only to understand customer needs and behaviours, but also how to use these insights to develop strategies for competing effectively in the marketplace. By centering the subject within this context, students will have the opportunity to develop their critical thinking skills, applying intellectual rigour, creative and analytical thinking, particularly through the in-class case deliberations. The project report is organised around a strategic marketing framework, which allows students to communicate and collaborate to creatively design and implement an effective services marketing strategy.
This subject contributes to the development of the following graduate attributes:
- Intellectual rigour and innovative problem solving
- Communication and collaboration
- Professional and technical competence
Teaching and learning strategies
The subject is based on dynamic and interactive lecture and tutorial sessions. It is taught through a combination of lectures and tutorials. The lectures involve critical debate and case deliberations; and the tutorials are built around in-class exercises, case discussions and presentations. These classes will be supplemented with both printed and electronic learning materials and resources. The UTS Learning Management System will be used to share information and encourage interaction between staff and students. Students will also use appropriate computer software such as spreadsheets and word processors to complete assigned tasks.
Content (topics)
- Understanding service encounters
- Building service models in marketing
- Managing the service customer interface
- Designing and implementing profitable service strategies
- Building customer loyalty & managing service recovery
- Improving service quality and productivity
- Providing services marketing leadership
Assessment
Assessment task 1: Quiz (Individual)*
| Objective(s): | This addresses subject learning objective(s): 3 |
|---|---|
| Weight: | 30% |
| Length: | 45 minutes |
| Criteria: |
*Note: Late submission of the assessment task will not be marked and awarded a mark of zero. |
Assessment task 2: Report & Presentation (Group)*
| Intent: | This addresses objectives 1, 2 and 3 |
|---|---|
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
| Weight: | 30% |
| Length: |
Word count excludes cover page, tables, figures and references. |
| Criteria: |
*Note: Late submission of the assessment task will not be marked and awarded a mark of zero. |
Assessment task 3: Final Examination (Individual)
| Intent: | This addresses objectives 1, 2 and 3 |
|---|---|
| Objective(s): | This addresses subject learning objective(s): 1, 2 and 3 |
| Weight: | 40% |
| Criteria: |
|
Minimum requirements
Students must achieve at least 50% of the subject’s total marks.
Required texts
Services Marketing: Integrating Customer Focus Across the Firm
By Valarie A. Zeithaml, Mary Jo Bitner, Dwayne D. Gremler
Other course and reading materials will be available on UTSOnline.
Recommended texts
The following journals are not required reading, but they are recommended to help supplement your learning in this subject and stimulate your own interest in services marketing. You may also find relevant articles to help your individual and group assessments. Journals include: Journal of Marketing, Journal of Marketing Research, Journal of Service Research, Journal of Services Marketing, and Services Marketing Quarterly.