MKTG354-17A (HAM)

Marketing of Services

20 Points

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Waikato Management School
Te Raupapa
Department of Marketing

Staff

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Convenor(s)

Mary FitzPatrick

Mary FitzPatrick
9280
MSB.4.14
Thursday 2-3 or by appointment.
mary.fitzpatrick@waikato.ac.nz

Lecturer(s)

Administrator(s)

: bobbie.wisneski@waikato.ac.nz
: lori.jervis@waikato.ac.nz
: quentin.somerville@waikato.ac.nz
: rebekah.crosswell@waikato.ac.nz

Placement Coordinator(s)

Tutor(s)

: james.paterson@boppoly.ac.nz

Student Representative(s)

Lab Technician(s)

Librarian(s)

: clive.wilkinson@waikato.ac.nz
: helen.lynch@waikato.ac.nz
: jessica.howie@waikato.ac.nz

You can contact staff by:

  • Calling +64 7 838 4466 select option 1, then enter the extension.
  • Extensions starting with 4, 5 or 9 can also be direct dialled:
    • For extensions starting with 4: dial +64 7 838 extension.
    • For extensions starting with 5: dial +64 7 858 extension.
    • For extensions starting with 9: dial +64 7 837 extension.
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Paper Description

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The service sector is the engine of economic growth in developed and developing countries. Around the world, services collectively account for a substantial number of jobs, both skilled and unskilled. Many of these services are undergoing transformation driven by advances in technology, globalization, and evolving consumer lifestyles and needs. In this environment, successful marketing of services depends on understanding key marketing theories and concepts, as well as knowing how to use them effectively in the real world. This paper takes a managerial approach to the marketing of services, with a strong emphasis on customers’ experiences of services and their implications for marketing services.

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Paper Structure

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An introduction to the marketing of services, this paper is designed to provide a sound base of theory and the opportunity to practise applying this knowledge to real-life service situations. The paper combines a range of teaching/learning formats, including lectures, tutorials, seminars, and self-directed learning.
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Learning Outcomes

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Students who successfully complete the course should be able to:

  • Explain and discuss the key theories, principles, and concepts of services marketing.
    Linked to the following assessments:
  • Evaluate the practical and theoretical implications of services marketing theories for particular service situations.
    Linked to the following assessments:
  • Apply services marketing theories and concepts to analyse real-life service situations and identify problem areas.
    Linked to the following assessments:
  • Problem solve and make decisions in complex service contexts, demonstrating self-direction and originality in solving services marketing problems.
    Linked to the following assessments:
  • Formulate strategies for improving real-life service situations, with reference to services marketing theories and principles.
    Linked to the following assessments:
  • Reflect on their personal service experiences from the perspectives of both the consumer and the service provider, drawing on their theoretical understanding.
    Linked to the following assessments:
  • Collaborate with others in a productive and cohesive way.
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  • Communicate and present their work to a high professional standard.
    Linked to the following assessments:
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Assessment

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Assessment Components

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The internal assessment/exam ratio (as stated in the University Calendar) is 1:0. There is no final exam. The final exam makes up 0% of the overall mark.

The internal assessment/exam ratio (as stated in the University Calendar) is 1:0 or 0:0, whichever is more favourable for the student. The final exam makes up either 0% or 0% of the overall mark.

Component DescriptionDue Date TimePercentage of overall markSubmission MethodCompulsory
1. Application Exercises (Individual)
Average of Best ( 3 )
20
  • Online: MyWeb
  • Online: MSC
✔
2. Application Exercise No. 1
15 Mar 2017
12:00 PM
-
  • Online: MyWeb
  • Online: MSC
3. Application Exercise No. 2
31 Mar 2017
12:00 PM
-
  • Online: MyWeb
  • Online: MSC
4. Application Exercise No. 3
5 Apr 2017
12:00 PM
-
  • Online: MyWeb
  • Online: MSC
5. Application Exercise No. 4
10 May 2017
12:00 PM
-
  • Online: MyWeb
  • Online: MSC
6. Application Exercise No. 5
17 May 2017
12:00 PM
-
  • Online: MyWeb
  • Online: MSC
7. Service Journal (Individual)
28 Apr 2017
3:00 PM
30
  • Online: MyWeb
  • Online: MSC
8. Service Marketing Plan (Group)
6 Jun 2017
2:00 PM
40
  • Online: MyWeb
  • Online: MSC
✔
9. Seminar Attendance
10
  • In Class: In Lecture
Assessment Total:     100    
Failing to complete a compulsory assessment component of a paper will result in an IC grade
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Required and Recommended Readings

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Required Readings

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Lovelock, C. H., Patterson, P. G., & Wirtz, J. (2015). Services marketing: An Asia-Pacific and Australian perspective. Frenchs Forest NSW: Pearson Education.

Copies of this textbook are on course reserve in the library.

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Recommended Readings

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At this level, you are expected to supplement the lectures and the textbook with your own reading.

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Other Resources

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Online Support

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Details will be provided in classes.
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Workload

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Marketing of Services is a 20 point paper. The expected workload for a 20-point paper is approximately 200 hours in total during the semester. This expected workload includes contact hours, plus hours for study and assessment per week.
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Linkages to Other Papers

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Prerequisite(s)

MKTG151 or MKTG209

Corequisite(s)

Equivalent(s)

Restriction(s)

MKTG454

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