AMB340 Marketing Services
To view more information for this unit, select Unit Outline from the list below. Please note the teaching period for which the Unit Outline is relevant.
| Unit code: | AMB340 |
|---|---|
| Prerequisite(s): | (AMB240 or AMB140) and AMB201 |
| Equivalent(s): | AMX340 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
Unit Outline: Semester 1 2027, Gardens Point, Internal
| Unit code: | AMB340 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | (AMB240 or AMB140) and AMB201 |
| Equivalent: | AMX340 |
| Coordinator: | Saraniya Devendra | s.devendra@qut.edu.au |
Overview
This unit uses the core characteristics of service experiences as a framework to explore strategies for the marketing of services domestically and internationally. Services marketing is an important growth area and students need to understand how services marketing principles apply to the real world. This will be achieved by examining the application of marketing concepts, models and tools in services using case studies and practical experiences. Service quality management and the pervading influence of technology are critical topics that differentiate this unit within the marketing program.
Learning Outcomes
On successful completion of this unit you will be able to:
- Identify the distinguishing characteristics of services and apply this knowledge to extended marketing mix decisions. [KS 1.1, 1.2]
- Apply knowledge of consumer decision-making processes in needs and demands for services and outline implications for marketing strategy. [KS 1.1]Relates to: UG Business Capabilities 2027: KS (1.1)
- Critically analyse and evaluate services marketing strategies. [HO 2.1, HO 2.2, PC 3.1]
- Critically evaluate the application of service theory to solve service problems. [HO 2.1, HO 2.2, PC 3.1]
Content
You will gain an understanding of the distinctive approach required for planning and implementing services marketing strategy in service organisations. Topics include key areas such as understanding services, customer behaviour in service settings, services technologies, managing customer relationships, strategic issues in services marketing, and challenges for senior management.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
You will engage with contemporary services marketing theory through collaborative group discussion on pertinent industry issues. Assessment evaluates your comprehension of core theoretical principles and their application to the real world. A significant assessment component requires critical analysis of service organisations' marketing strategies and the impacts on their customers and organisational success.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment items to demonstrate your achievement of unit learning outcomes.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Service Encounter Analysis
You will undertake a service encounter analysis, testing your knowledge and application of services marketing concepts, frameworks and theories covered in classes from Week 1 to 6 inclusive. The focus of this report is on your ability to understand and apply critical service concepts.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
Formative or Summative: Formative and summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2)
Assessment: Service Audit
You will audit the services marketing mix of an organisation, identify strategic opportunities to improve organisational efficiency and effectiveness, and recommend three short-term actions for the organisation to implement. This report is designed to help you better understand how services marketing theories and real-world strategic implementation work together. Instructions will be provided on Canvas and in class.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
Wirtz, J. (2023). Essentials of Services Marketing (4th Edition). Pearson, Australia.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with learning and teaching activities in this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO3, ULO4, Service Encounter Analysis, Service Audit
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, ULO4, Service Encounter Analysis, Service Audit
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Service Encounter Analysis, Service Audit
KS (1.2): Technical and Technological Skills
Relates to: ULO1, Service Encounter Analysis, Service Audit
PC (3.1): Professional Communication (Written)
Relates to: ULO3, ULO4, Service Audit
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO3, Service Encounter Analysis, Service Audit - Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Relates to: ULO1, Service Encounter Analysis, Service Audit - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO3, ULO4, Service Encounter Analysis, Service Audit - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO4, Service Encounter Analysis, Service Audit - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO3, ULO4, Service Audit
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Service Encounter Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, Service Encounter Analysis, Service Audit - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: Service Encounter Analysis, Service Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: Service Encounter Analysis, Service Audit - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: Service Audit
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, Service Encounter Analysis, Service Audit - Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Relates to: ULO1, Service Encounter Analysis, Service Audit - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: Service Encounter Analysis, Service Audit - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: Service Encounter Analysis, Service Audit - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO3, Service Audit
Unit Outline: Semester 1 2027, Online
| Unit code: | AMB340 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | (AMB240 or AMB140) and AMB201 |
| Equivalent: | AMX340 |
Overview
This unit uses the core characteristics of service experiences as a framework to explore strategies for the marketing of services domestically and internationally. Services marketing is an important growth area and students need to understand how services marketing principles apply to the real world. This will be achieved by examining the application of marketing concepts, models and tools in services using case studies and practical experiences. Service quality management and the pervading influence of technology are critical topics that differentiate this unit within the marketing program.
Learning Outcomes
On successful completion of this unit you will be able to:
- Identify the distinguishing characteristics of services and apply this knowledge to extended marketing mix decisions. [KS 1.1, 1.2]
- Apply knowledge of consumer decision-making processes in needs and demands for services and outline implications for marketing strategy. [KS 1.1]Relates to: UG Business Capabilities 2027: KS (1.1)
- Critically analyse and evaluate services marketing strategies. [HO 2.1, HO 2.2, PC 3.1]
- Critically evaluate the application of service theory to solve service problems. [HO 2.1, HO 2.2, PC 3.1]
Content
You will gain an understanding of the distinctive approach required for planning and implementing services marketing strategy in service organisations. Topics include key areas such as understanding services, customer behaviour in service settings, services technologies, managing customer relationships, strategic issues in services marketing, and challenges for senior management.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
You will engage with contemporary services marketing theory through collaborative group discussion on pertinent industry issues. Assessment evaluates your comprehension of core theoretical principles and their application to the real world. A significant assessment component requires critical analysis of service organisations' marketing strategies and the impacts on their customers and organisational success.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment items to demonstrate your achievement of unit learning outcomes.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Service Encounter Analysis
You will undertake a service encounter analysis, testing your knowledge and application of services marketing concepts, frameworks and theories covered in classes from Week 1 to 6 inclusive. The focus of this report is on your ability to understand and apply critical service concepts.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
Formative or Summative: Formative and summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2)
Assessment: Service Audit
You will audit the services marketing mix of an organisation, identify strategic opportunities to improve organisational efficiency and effectiveness, and recommend three short-term actions for the organisation to implement. This report is designed to help you better understand how services marketing theories and real-world strategic implementation work together. Instructions will be provided on Canvas and in class.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
Wirtz, J. (2023). Essentials of Services Marketing (4th Edition). Pearson, Australia.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with learning and teaching activities in this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO3, ULO4, Service Encounter Analysis, Service Audit
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, ULO4, Service Encounter Analysis, Service Audit
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Service Encounter Analysis, Service Audit
KS (1.2): Technical and Technological Skills
Relates to: ULO1, Service Encounter Analysis, Service Audit
PC (3.1): Professional Communication (Written)
Relates to: ULO3, ULO4, Service Audit
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO3, Service Encounter Analysis, Service Audit - Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Relates to: ULO1, Service Encounter Analysis, Service Audit - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO3, ULO4, Service Encounter Analysis, Service Audit - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO4, Service Encounter Analysis, Service Audit - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO3, ULO4, Service Audit
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Service Encounter Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, Service Encounter Analysis, Service Audit - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: Service Encounter Analysis, Service Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: Service Encounter Analysis, Service Audit - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: Service Audit
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, Service Encounter Analysis, Service Audit - Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Relates to: ULO1, Service Encounter Analysis, Service Audit - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: Service Encounter Analysis, Service Audit - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: Service Encounter Analysis, Service Audit - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO3, Service Audit
Unit Outline: Semester 2 2027, Gardens Point, Internal
| Unit code: | AMB340 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | (AMB240 or AMB140) and AMB201 |
| Equivalent: | AMX340 |
| Coordinator: | Saraniya Devendra | s.devendra@qut.edu.au |
Overview
This unit uses the core characteristics of service experiences as a framework to explore strategies for the marketing of services domestically and internationally. Services marketing is an important growth area and students need to understand how services marketing principles apply to the real world. This will be achieved by examining the application of marketing concepts, models and tools in services using case studies and practical experiences. Service quality management and the pervading influence of technology are critical topics that differentiate this unit within the marketing program.
Learning Outcomes
On successful completion of this unit you will be able to:
- Identify the distinguishing characteristics of services and apply this knowledge to extended marketing mix decisions. [KS 1.1, 1.2]
- Apply knowledge of consumer decision-making processes in needs and demands for services and outline implications for marketing strategy. [KS 1.1]Relates to: UG Business Capabilities 2027: KS (1.1)
- Critically analyse and evaluate services marketing strategies. [HO 2.1, HO 2.2, PC 3.1]
- Critically evaluate the application of service theory to solve service problems. [HO 2.1, HO 2.2, PC 3.1]
Content
You will gain an understanding of the distinctive approach required for planning and implementing services marketing strategy in service organisations. Topics include key areas such as understanding services, customer behaviour in service settings, services technologies, managing customer relationships, strategic issues in services marketing, and challenges for senior management.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
You will engage with contemporary services marketing theory through collaborative group discussion on pertinent industry issues. Assessment evaluates your comprehension of core theoretical principles and their application to the real world. A significant assessment component requires critical analysis of service organisations' marketing strategies and the impacts on their customers and organisational success.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment items to demonstrate your achievement of unit learning outcomes.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Service Encounter Analysis
You will undertake a service encounter analysis, testing your knowledge and application of services marketing concepts, frameworks and theories covered in classes from Week 1 to 6 inclusive. The focus of this report is on your ability to understand and apply critical service concepts.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
Formative or Summative: Formative and summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2)
Assessment: Service Audit
You will audit the services marketing mix of an organisation, identify strategic opportunities to improve organisational efficiency and effectiveness, and recommend three short-term actions for the organisation to implement. This report is designed to help you better understand how services marketing theories and real-world strategic implementation work together. Instructions will be provided on Canvas and in class.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
Wirtz, J. (2023). Essentials of Services Marketing (4th Edition). Pearson, Australia.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with learning and teaching activities in this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO3, ULO4, Service Encounter Analysis, Service Audit
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, ULO4, Service Encounter Analysis, Service Audit
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Service Encounter Analysis, Service Audit
KS (1.2): Technical and Technological Skills
Relates to: ULO1, Service Encounter Analysis, Service Audit
PC (3.1): Professional Communication (Written)
Relates to: ULO3, ULO4, Service Audit
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO3, Service Encounter Analysis, Service Audit - Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Relates to: ULO1, Service Encounter Analysis, Service Audit - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO3, ULO4, Service Encounter Analysis, Service Audit - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO4, Service Encounter Analysis, Service Audit - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO3, ULO4, Service Audit
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Service Encounter Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, Service Encounter Analysis, Service Audit - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: Service Encounter Analysis, Service Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: Service Encounter Analysis, Service Audit - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: Service Audit
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, Service Encounter Analysis, Service Audit - Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Relates to: ULO1, Service Encounter Analysis, Service Audit - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: Service Encounter Analysis, Service Audit - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: Service Encounter Analysis, Service Audit - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO3, Service Audit
Unit Outline: Semester 2 2027, Online
| Unit code: | AMB340 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | (AMB240 or AMB140) and AMB201 |
| Equivalent: | AMX340 |
Overview
This unit uses the core characteristics of service experiences as a framework to explore strategies for the marketing of services domestically and internationally. Services marketing is an important growth area and students need to understand how services marketing principles apply to the real world. This will be achieved by examining the application of marketing concepts, models and tools in services using case studies and practical experiences. Service quality management and the pervading influence of technology are critical topics that differentiate this unit within the marketing program.
Learning Outcomes
On successful completion of this unit you will be able to:
- Identify the distinguishing characteristics of services and apply this knowledge to extended marketing mix decisions. [KS 1.1, 1.2]
- Apply knowledge of consumer decision-making processes in needs and demands for services and outline implications for marketing strategy. [KS 1.1]Relates to: UG Business Capabilities 2027: KS (1.1)
- Critically analyse and evaluate services marketing strategies. [HO 2.1, HO 2.2, PC 3.1]
- Critically evaluate the application of service theory to solve service problems. [HO 2.1, HO 2.2, PC 3.1]
Content
You will gain an understanding of the distinctive approach required for planning and implementing services marketing strategy in service organisations. Topics include key areas such as understanding services, customer behaviour in service settings, services technologies, managing customer relationships, strategic issues in services marketing, and challenges for senior management.
QUT Business Capabilities (Undergraduate)
The content and assessment in this unit are aligned to a selection of the following set of QUT Business Capabilities, also known as Assurance of Learning Goals (AoLs). Developing these capabilities will assist you to meet the desired graduate outcomes set at QUT and equip you with the knowledge and skills to succeed in your chosen career.
Knowledge and Technological Skills (KS)
1.1 Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines
1.2 Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Higher Order Thinking (HO)
2.1 Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice
2.2 Exercise independent judgment and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Professional Communication (PC)
3.1 Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts
3.2 Use information literacy skills, and communicate effectively and professionally in oral forms, appropriate for diverse purposes and contexts.
Teamwork and Self (TS)
4.1 Exercise self-reflection, responsibility and accountability in relation to own learning and professional practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across diverse purposes and contexts
Social, Ethical and Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices in analysing and responding to business issues
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues in national and international business contexts.
Learning Approaches
You will engage with contemporary services marketing theory through collaborative group discussion on pertinent industry issues. Assessment evaluates your comprehension of core theoretical principles and their application to the real world. A significant assessment component requires critical analysis of service organisations' marketing strategies and the impacts on their customers and organisational success.
Feedback on Learning and Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
There are two assessment items to demonstrate your achievement of unit learning outcomes.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Service Encounter Analysis
You will undertake a service encounter analysis, testing your knowledge and application of services marketing concepts, frameworks and theories covered in classes from Week 1 to 6 inclusive. The focus of this report is on your ability to understand and apply critical service concepts.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
Formative or Summative: Formative and summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2)
Assessment: Service Audit
You will audit the services marketing mix of an organisation, identify strategic opportunities to improve organisational efficiency and effectiveness, and recommend three short-term actions for the organisation to implement. This report is designed to help you better understand how services marketing theories and real-world strategic implementation work together. Instructions will be provided on Canvas and in class.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
The ethical and responsible use of generative artificial intelligence (GenAI) tools is authorised in this assessment. See the relevant assessment details in Canvas for specific guidelines.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.1, 1.2), HO (2.1, 2.2), PC (3.1)
Academic Integrity
Academic integrity is a commitment to undertaking academic work and assessment in a manner that is ethical, fair, honest, respectful and accountable.
The Academic Integrity Policy sets out the range of conduct that can be a failure to maintain the standards of academic integrity. This includes, cheating in exams, plagiarism, self-plagiarism, collusion and contract cheating. It also includes providing fraudulent or altered documentation in support of an academic concession application, for example an assignment extension or a deferred exam.
You are encouraged to make use of QUT’s learning support services, resources and tools to assure the academic integrity of your assessment. This includes the use of text matching software that may be available to assist with self-assessing your academic integrity as part of the assessment submission process.
Breaching QUT’s Academic Integrity Policy or engaging in conduct that may defeat or compromise the purpose of assessment can lead to a finding of student misconduct (Code of Conduct – Student) and result in the imposition of penalties under the Management of Student Misconduct Policy, ranging from a grade reduction to exclusion from QUT.
Resources
Resource Materials
Prescribed text(s)
Wirtz, J. (2023). Essentials of Services Marketing (4th Edition). Pearson, Australia.
Risk Assessment Statement
There are no out-of-the-ordinary risks associated with learning and teaching activities in this unit.
Standards/Competencies
This unit is designed to support your development of the following standards\competencies.
QUT Business Capabilities (Undergraduate) 2027
HO (2.1): Critical Analysis
Relates to: ULO3, ULO4, Service Encounter Analysis, Service Audit
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, ULO4, Service Encounter Analysis, Service Audit
KS (1.1): Discipline Knowledge
Relates to: ULO1, ULO2, Service Encounter Analysis, Service Audit
KS (1.2): Technical and Technological Skills
Relates to: ULO1, Service Encounter Analysis, Service Audit
PC (3.1): Professional Communication (Written)
Relates to: ULO3, ULO4, Service Audit
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS05 Bachelor of Business
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, ULO3, Service Encounter Analysis, Service Audit - Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Relates to: ULO1, Service Encounter Analysis, Service Audit - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: ULO3, ULO4, Service Encounter Analysis, Service Audit - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: ULO4, Service Encounter Analysis, Service Audit - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO3, ULO4, Service Audit
BS06 Bachelor of Business
- Demonstrate and apply integrated discipline (including technical) knowledge across the broad field of business with depth in one or more core business disciplines.
Relates to: ULO1, ULO2, Service Encounter Analysis - Apply technical and technological skills appropriate and effective for real world business purposes and contexts.
Relates to: ULO1, Service Encounter Analysis, Service Audit - Investigate real world business issues and situations through the effective analysis, evaluation and synthesis of theory and practice.
Relates to: Service Encounter Analysis, Service Audit - Exercise independent judgement and initiative in adapting and applying knowledge and skills for effective planning, problem solving and decision making in diverse contexts.
Relates to: Service Encounter Analysis, Service Audit - Use information literacy skills, and communicate effectively and professionally in written forms and using media appropriate for diverse purposes and contexts.
Relates to: Service Audit
BS08 Bachelor of Business - International
- Demonstrate and apply integrated business knowledge, combining disciplinary depth and interdisciplinary insight, to address complex and evolving business challenges.
Relates to: ULO1, ULO2, Service Encounter Analysis, Service Audit - Apply technical and digital capabilities, including emerging technologies such as AI, and data analytics, to solve real-world business problems and drive innovation and transformation.
Relates to: ULO1, Service Encounter Analysis, Service Audit - Investigate complex business issues by critically analysing, evaluating, and synthesising theory and practice to generate evidence-based insights.
Relates to: Service Encounter Analysis, Service Audit - Exercise independent judgment and initiative to adapt and apply knowledge and skills for strategic planning, creative problem-solving, and effective decision-making in diverse, dynamic, and technology-enabled contexts.
Relates to: Service Encounter Analysis, Service Audit - Communicate effectively and professionally in written forms, demonstrating information literacy and the ability to craft clear, purposeful, and audience-appropriate messages using suitable media and formats across diverse business contexts.
Relates to: ULO3, Service Audit