Services Marketing & Relationship Marketing

Please refer to page number 7 and 8 of attachment for que

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

______________________________________________________________________________________________________

HOLMES INSTITUTE

FACULTY OF
HIGHER EDUCATION

HOLMES INSTITUTE

FACULTY OF HIGHER EDUCATION

UNDERGRADUATE PROGRAM

SUBJECT OUTLINE

HC2112 Services Marketing & Relationship Marketing

TRIMESTER 2 / 201

Holmes Institute is committed to providing the highest quality education
in a dynamic, student-centred learning environment. Holmes Institute fosters in its

students rational thought, intellectual integrity and social responsibility.

www.holmes.edu.au

http://www.holmes.edu.au/

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

FACULTY OF HIGHER EDUCATION

Holmes Institute Faculty of Higher Education offers business courses that combine discipline-based excellence
with practical application. The faculty operates on campuses in Melbourne, Sydney, Brisbane and Hong Kong.

The faculty offers a Bachelor of Business, a Bachelor of Professional Accounting, a Master of Professional
Accounting, a Master of Business Administration and a Graduate Diploma in Business.

Details about the members of the faculty can be found on the homepage of the Faculty of Higher Education at
www.holmes.edu.au/undergraduate.

HOLMES INSTITUTE UNDERGRADUATE PROGRAMS

At Holmes Institute, the Bachelor of Business and Bachelor of Professional Accounting programs offer domestic
and international students the opportunity to study a set of contemporary subjects in the field of business.
These subjects prepare students for the challenges in business environments of the 21st century. These
programs emphasize the global and cross-cultural dimensions of business. Teaching utilizes a combination of
delivery methods and includes critical analysis and case study methods. A combination of exams, case studies
and company analysis are used in assessment.

The Bachelors’ programs of Holmes Institute focus on:

 Developing career related capabilities

 Emphasis on business numeracy and literacy

 Managerial proficiency

 The new economy

 Leadership

 Entrepreneurship

 Social responsibility and ethics

SUBJECT OVERVIEW & RATIONALE

Welcome from the Subject Coordinator, Jas Paul Chawla

The information technology revolution, outsourcing, the emergence of the global village, the increasingly
competitive nature of markets, and rising customer expectations… All these factors are realities of today’s
business world that present not only formidable challenges, but also great opportunities. The savvy
businessperson is one that understands the importance of being able to differentiate oneself, standing out with
a competitive advantage by including value-adding service components to their offerings.

HC2112-Services and Relationship Marketing- identifies the complexities involved in the marketing and
management of intangible services. The subject explores the importance of building strong customer
relationships and its impact on business growth. Students will assess the current service orientation of various
organisations and gain the necessary knowledge to develop and implement relevant relationship marketing
strategies. Furthermore, students will acquire the knowledge and skills to assess the moments of truth – critical
incidents that occur at front and back-stage operational levels- that can lead to significant customer satisfaction
or dissatisfaction.

http://www.holmes.edu.au/undergraduate

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

SUBJECT OBJECTIVES & LEARNING OUTCOMES

On completion of this subject you will be able to:

1. Explain the principles underpinning marketing, difference between marketing of products and services.

Analyse the additional aspects of marketing in service industry.
2. Appreciate the importance of strong customer relationships in business growth
3. Define the moments of truth for an organisation by analysing front stage and backstage operations for

effective service delivery
4. Understand how to create, maintain and enhance value-laden relationships with customers and business

partners.
5. Appreciate the impact of technology on the marketing of relationships and services.

SUBJECT ADMINISTRATION

Awards Duration Core/Elective Subject weight

BBus 1 semester Core 3 credit points

Mode of delivery On campus

Prerequisites Nil

Workload Students are expected to attend all classes

Delivery 2 hrs of lectures and 1 hr tutorial or equivalent

Independent study 5 hrs

CONTACT DETAILS

Subject Coordinator And
Lecturer

Jas Paul Chawla jchawla@holmes.edu.au

(02) 9299 1400

Lecturer in Brisbane Campus Vanessa Miller

Lecturer in Melbourne
Campus

Dr Alex Kouznetsov

akouznetsov@holmes.edu.au

Students please note:
Holmes Institute provides each student with a Holmes webmail. Faculty and Administrative staff can only
communicate with you using your Holmes Institute mail address. Emails from private and/or business email
accounts cannot be used and may not be answered.

mailto:jchawla@holmes.edu.au

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

CONSULTATION TIMES*
Please check with your lecturer

Monday Tuesday Wednesday Thursday Friday

Sydney Campus
Coordinator and
Lecturer Jas Paul
Chawla

2 to 4 2 to 4 2 to 4

Melbourne Campus TBA

Brisbane Campus TBA

STUDENT ASSESSMENT

ASSESSMENT TYPE DUE DATE WEIGHT LEARNING OUTCOMES

Individual Reflective essay 1,200 words Wk 5 15%

1,2,3,

Group Report

Group Presentation

Wk 11 25%

10%

1,2,3,

4 &

Final Exam TBA 50% 1,2,3, 4 & 5

ASSESSMENT POLICY

To be eligible to pass this subject, students must complete all forms of assessment and demonstrate
achievement of the learning outcomes. All assignments must be submitted electronically using a word
processor, uploaded to Blackboard via SafeAssign. You must print and attach the full SafeAssign report with the
Holmes Institute Cover Sheet to the printed assignment (hard copy).

The assignment cover sheet must include the student/s name, number, subject code and subject name, subject
lecturer’s name, assignment due date and time of submission. All hard copies must be placed in the Assignment
Box in the Resource Center during opening hours.

Submission deadlines are strictly enforced and late submission incurs penalties unless an extension and/or
special consideration has been granted by the Subject Coordinator. No assessments are accepted after

calendar days of the due date. Students are requested to familiarize themselves with the Holmes Institute
Assessment Policy at: www.holmes.edu.au/undergraduate/assessment.

STANDARD GRADING SYSTEM AND DISTRIBUTION

GRADE LETTER RANGE

High Distinction HD 80% and above

Distinction D 70 – 79%

Credit CR 60 – 69%

Pass P 50 – 59%

Fail NN 0-45% (did not meet the standard required according

http://www.holmes.edu.au/undergraduate/assessment

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

to the learning outcomes in the Subject Guide )

Faculty Pass* FP 46 – 49% (awarded by Board of Examiners)

Supplementary Exam Granted (a
temporary grade)

NS Supplementary examination granted

Deferred Exam (a temporary grade) ND Officially Deferred examination

Fail NA Student did not submit any work according to the
schedule in the Subject Guide

Result Withheld RW Additional assessment and/or work required

Result Withheld WH Outstanding fees or non-return of Holmes Institute
materials

* This grade is sometimes referred to as a conceded pass at other institutions

Explanation of Letter Grade

HD Outstanding work which exhibits sophisticated understanding and critical synthesis, analysis and
evaluation of the subject matter. While the work utilizes opinions of others, judgements about the value of the
subject matter are made and drawn together in an organized whole. Gaps in the subject matter might also be
identified and the implications discussed.

D Substantial work of high quality, which demonstrates a clear understanding of the subject matter, in which
the relationship between the constituent elements are identified clearly and discussed with some level of
critical analysis. The work also applies abstract ideas in concrete situations.

CR Sound and competent work, which demonstrates a reasonable but not complete grasp of the subject
matter. The work utilizes recall and paraphrases the work of others concerning the subject matter. Some basic
level of critical analysis is evident. Originality in the work is rarely evident.

P Work that demonstrates a satisfactory engagement with the subject matter such that the student is said to
have a general understanding of the field. Provides an adequate basis for further study.

NN Did not meet the learning objective of the subject

VIEWING STUDENT GRADES

Results including the final grade can be viewed via the Grade Centre on Blackboard. Results for all assessments
are published within two weeks of the due date of the assessment and the final examination. Students who
wish to appeal their mark for a specific assessment are advised to follow the procedures outlined at
www.holmes.edu.au /undergraduate/appeals.

PLAGIARISM AND ACADEMIC MISCONDUCT

Holmes Institute view any forms of academic misconduct as most serious offences. Academic misconduct in
any form during an examination is not tolerated and will be dealt with according to the policies and procedures
set out in the Holmes Institute Student Handbook (see www.holmes.edu.au/undergraduate/studenthandbook).

Plagiarism occurs when one uses another person’s ideas or manner of expressing them and passes them off as
one’s own work by failing to give appropriate acknowledgement (that is, referencing the source). Any instances
of plagiarism will be dealt with promptly (see www.holmes.edu.au/undergraduate/studenthandbook).

http://www.holmes.edu.au/undergraduate/studenthandbook

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

It is important that student reference their work appropriately. The Faculty of Higher Education at Holmes
Institute uses the APA (American Psychological Association) style of referencing. A detailed guide to referencing
can be found in the Student Handbook. It expected that you will be familiar with the APA style of referencing.

USE OF BLACKBOARD

Holmes Institute uses Blackboard as its online teaching platform and all students enrolled have access to
Blackboard to view and download their lecture material, grades, important announcements on their subjects
and discussion rooms for selected subjects.

Please note that it is the student’s responsibility to check Blackboard on a regular basis. It is expected that
students will have viewed lecture materials and additional readings before class. All students are advised to
familiarize themselves with the use of Blackboard. Guides to Blackboard are available in the Resource Center on
each campus (see www.holmes.edu.au/undergraduate/blackboard). Should you have difficulties accessing
and/or using Blackboard, please contact your lecturer or the Holmes Institute Blackboard Helpdesk on:
bbhelpdesk@holmes.edu.au.

USE OF RESOURCE CENTER AND PROQUEST

For most subjects, students are expected to engage in additional research. Textbooks and teaching materials
available in the Resource Center will be of use here. In addition, current students have access to a range of
electronic academic journals via Proquest, which is accessible once you log into Blackboard.

Should you require any assistance with the use of Proquest and/or online research, please contact your lecturer
and/or the Resource Center staff on your campus.

STUDY SKILLS & ACADEMIC SUPPORT

Students who have difficulties with their studies and/or specific forms of assessment should visit online Study
Skills on www.holmes.edu.au/undergraduate/studyskills. Holmes Institute also offers regular Academic
Support, which is free for any student enrolled. See details on
www.holmes.edu.au/undergraduate/academicsupport.

http://www.holmes.edu.au/undergraduate/blackboard

mailto:bbhelpdesk@holmes.edu.au

http://www.holmes.edu.au/undergraduate/studyskills

http://www.holmes.edu.au/undergraduate/academicsupport

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

DETAILED INFORMATION ON SUBJECT ASSESSMENTS

Reflective Essay: Assessment criteria

Due: WEEK5 ASSESSMENT

Weighting: 15%

Length: NOT MORE THAN 1200 WORDS

Reflective Essay
Choose a real-life service organisation that you are familiar with. You need to
inform your lecturer of your choice by end of week 3.

Prepare a flowchart of the back-stage as well as the front-stage operations of this
business.

Using this flowchart, explain the significance of the service encounter, and its
managerial implications. The written component of the essay should not exceed
1200 words (12 font, Arial or Times New Roman single spaced)

1. Flowchart

Backstage

Front stage

2. Explanation of significance of the service encounter

3. Analysis of managerial implications

4. Essay format & presentation

4
4
4
3

TOTAL 15

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

Group Report and Presentation: Assessment criteria

DUE: WEEK 11 ASSESSMENT 2

Weighting: 35%

Length: Not more than 3000 words & a 15 minutes
Presentation

Service Recovery Group Report:

In teams of 4-5, students are required to choose 1 of the team’s service organisation from Assessment

1 and write a report that addresses the following:

1. Present this service organisation as a blueprint.

2. What is the service organisation’s front stage and back stage functions?

3. What are the “moments of truth” for this service organisation?

4. Show the determinants of satisfaction/dissatisfaction for this service organisation. Use relevant
theories to also discuss service quality measurement (and quality gaps) in this organisation.

5. Devise a service-recovery strategy plan for the service organisation to deal with various critical
incidents.

The report should be a maximum of 3000 words (12 font, Arial or Times New Roman single spaced)

Teams are also required to perform a 10-minutes Oral presentation for their assignment.

Written report:

Blueprint

Front stage and back stage functions

Moments of truth for this service organisation

Determinants of satisfaction/dissatisfaction (gap model)

Service-recovery strategy plan

Report format & referencing

Oral Presentation:

Demonstrated key service failure/ moment(s) of truth

Appropriateness of service recovery strategies

Flow of presentation, interaction, and issues presented

Overall impression of excellence

3
3
2
2

TOTAL 35

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

Final Examination Assessment criteria

DUE: TBA (To be advised) ASSESSMENT 3

Weighting: 50%

Length: 2 HOURS 10 MINUTES

The final exam might have some Multiple Choice Questions, Short Answers

Questions and a case application questions (compulsory)

SUBJECT RESOURCES

Prescribed Textbook (compulsory)

Lovelock, C., Patterson, P. & Wirtz, J. (2011) Services Marketing: An Asia-Pacific and Australian Perspective,

5/e, Pearson.

LECTURE SCHEDULE/SYLLABUS

WEEK
LECT.
NO.

TOPICS
SCHEDULED

Text

Ch.

TUT.
Questions

ASSMT

DUE

Lecture
1 New perspectives on marketing in the service

industry
1 n/a

No Tut

Lecture
2

Customer behaviour, culture and service
encounters 2

Review
questions

2,4,5 & 8
page 32

Tut Mini case: Long-stay airport parking services P31

Lecture
3

Positioning services in competitive markets

Review
questions
2,4,7&9
page 66

Tut

Flowcharting: How to draft a front stage and a
back stage

Mini-case: Personal trainers- a growth
opportunity P65

Lecture
4

Developing services products: core and
supplementary service elements

4
Review
questions

2,6&7
Page93

Tut
Mini-case: Flight centre from ‘The price beat
guarantee to Unbeatable’ P92

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

10
5

Lecture
5

Distributing services through physical and
electronic channels

Understanding costs and developing pricing
strategy

5 & 6

Review
questions

1,2&4
Page 127

Assessment 1
Due

Tut Mini case: The Hong Kong Airport express P126

Lecture
6

Balancing productive capacity and demand

Review

questions 2,
4,5,6 & 8
Page 161
Q1, Q2 &
Q8 page

193

Tut Review questions

Lecture
7

Integrated services marketing communications

Review

questions
Q 1, Q2 &

Q4
Page 226

Tut Mini case: Managing capacity and demand at a

Yoga centre P225

Lecture
8

Managing the customer service function
9

Review
questions 2
3 & 7 page

259

Tut Mini-case: Marketing Australia to the world P258

Lecture
9 Crafting the service environment

Review
questions 1,

2, & 5
Page 286

Tut Application questions

Lecture
10 Customer satisfaction and service quality

Review
questions 2,
6 & 7 page
311

Tut Application questions

Lecture
11 Managing customer relationships

Assessment 2
Report

And
Presentation

Due

Tut Presentations

Lecture
12

Handling customer complaints and managing
service recovery
Managing people for service advantage

Revision
and Exam

Prep

All assessments
must be

completed to sit
Final Exam

Study Week and Exam week PL check BB for announcements

* Note: Students must consult the Academic Calendar and Blackboard for the dates of the Examination Week.

Undergraduate Program HC2112 Services Marketing and Relationship Marketing

STUDENT ASSISTANCE

Studying in higher education presents many experiences and challenges. These might involve academic,
personal and/or professional issues. At Holmes Institute, we have a range of people who can help you with
various challenges. The following table identifies contact points should you require any support.

SUPPORT REQUIRED WHO TO CONTACT

Information for Current Students Holmes Institute Student Handbook:

Academic Probation / Mentoring Academic Mentors, Associate Dean

Accommodation Holmes Institute Home Stay

Computers, Blackboard, Email IT Help Desk

Disability Needs Holmes Institute Campus Directors

Employment and Careers Career Development Team

Enrolment Higher Education Coordinator

Exams Higher Education Coordinator

Financial Issues Holmes Institute Campus Directors

Personal Issues National Higher Education Program Manager, Mentoring Team

Proquest Database Librarian on each Campus

Study Skills Holmes Institute Academic Support & Study Skills Team

Visa Issues, COEs etc. Higher Education Coordinator

This subject outline was prepared by the Course Development Team for the Undergraduate Programs, Faculty
of Higher Education, Holmes Institute. It was correct at the time of publication. Change to the Subject Outline
may occur at any time. However, the Faculty of Higher Education endeavours to inform the students
accordingly. This publication is copyright. Apart from any fair dealing for the purpose of private study, research,
criticism, or review as permitted under the Copyright Act, no part may be reproduced by any process or placed
in computer memory without written permission. Enquires should be made to Holmes Institute Faculty of
Higher Education. © Copyright 2010.

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