AMN444 Service Experiences
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: | AMN444 |
|---|---|
| Prerequisite(s): | 24 credit points of completed Postgraduate study |
| Antirequisite(s): | MIN424 |
| Equivalent(s): | AMX444 |
| Credit points: | 12 |
| Timetable | Details in HiQ, if available |
| Availabilities |
|
| Domestic tuition unit fee | $4,596 |
| International unit fee | $6,180 |
Unit Outline: Semester 2 2026, Gardens Point, Internal
| Unit code: | AMN444 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 24 credit points of completed study |
| Equivalent: | AMX444 |
| Anti-requisite: | MIN424 |
| Coordinator: | Thusyanthy Lavan | thusyanthy.lavan@qut.edu.au |
Overview
The service sector constitutes a substantial and expanding component of the Australian economy, with manufacturing organisations also typically integrating comprehensive service provision alongside production operations. Accordingly, as a manager operating across any sector, you will be required to develop a sophisticated understanding of the multifaceted challenges inherent in the design and delivery of high-quality services to customers and business partners. Throughout this unit, you will engage in a rigorous examination of services marketing practices, utilising empirical examples, detailed case studies, and collaborative discussions, all underpinned by contemporary academic theory and established conceptual frameworks.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate and apply advanced knowledge of services marketing principles, including digital and emerging service technologies to real-world business problems. [KS 1.1]Relates to: PG Business Capabilities: KS (1.1)
- Critically investigate the macro and micro-environmental conditions impacting service marketing organisations, by evaluating and analysing contemporary theory with evidence-based insights. [HO 2.1]Relates to: PG Business Capabilities: HO (2.1)
- Develop evidence-based, strategically justified services marketing solutions to real-world industry challenges. [HO 2.2]Relates to: PG Business Capabilities: HO (2.2)
- Effectively and professionally communicate complex services marketing insights and strategic recommendations through written form. [PC 3.1]Relates to: PG Business Capabilities: PC (3.1)
- Demonstrate effective collaboration within a diverse team environment. [TS 4.2]Relates to: PG Business Capabilities: TS (4.2)
Content
The learning environment for this unit introduces services marketing and the extended marketing mix used to implement strategic marketing in services settings. You will explore critical elements of the mix, including service product development and innovation, pricing and demand/supply management, physical setting or servicescape management, management of service delivery processes and distribution strategy, digital tools, human resources and customer service management, and marketing communication. Relationship management and service quality monitoring, and management represent further topics within the learning environment.
QUT Business Capabilities (Postgraduate)
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 & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations 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 their implications for organisational performance and customer outcomes.
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 or personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets) or written commentary
- Direct: individually, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
This unit has two assessment items aligned with the unit's learning outlines. Please see the unit Canvas site for more information.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Customer Service Analysis
You will undertake a customer service analysis that demonstrates your comprehension and application of services marketing concepts, frameworks and theories from Weeks 1–6. This assessment evaluates your capacity to understand and apply critical service concepts within a real-world organisational context.
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.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1)
Assessment: Service Audit Report
This assessment has two components: a group written service audit (30%) and an individual peer evaluation mark (10%).
1) As a group of services marketing consultants, you will conduct a comprehensive audit of a service organisation, identifying areas of strength and excellence alongside problematic areas and opportunities to enhance organisational efficiency and effectiveness.
2) You will reflect on both your team's and your individual contribution to the service audit.
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.
This assessment item is based on teamwork and provides evidence of achievement of the associated Unit Learning Outcomes and Course Learning Outcomes. Individual submissions/presentations will not be accepted.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Summative
Business Capabilities (AoL goals): HO (2.1, 2.2), PC (3.1), TS (4.2)
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
Further resources are provided in the unit Canvas site.
Resource Materials
Prescribed text(s)
Zeithaml, Bitner, Gremler and Mende (2024). Services Marketing: Integrating Customer Focus Across the Firm, 8th Edition, McGraw Hill.
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 (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Customer Service Analysis, Service Audit Report
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, Service Audit Report
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, Customer Service Analysis
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Service Audit Report
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO5, Service Audit Report
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS11 Master of Business
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, Customer Service Analysis - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO2, Customer Service Analysis, Service Audit Report - Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Relates to: ULO3, Service Audit Report - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Service Audit Report - Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Relates to: ULO5, Service Audit Report
Unit Outline: Semester 2 2026, Online
| Unit code: | AMN444 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 24 credit points of completed study |
| Equivalent: | AMX444 |
| Anti-requisite: | MIN424 |
Overview
The service sector constitutes a substantial and expanding component of the Australian economy, with manufacturing organisations also typically integrating comprehensive service provision alongside production operations. Accordingly, as a manager operating across any sector, you will be required to develop a sophisticated understanding of the multifaceted challenges inherent in the design and delivery of high-quality services to customers and business partners. Throughout this unit, you will engage in a rigorous examination of services marketing practices, utilising empirical examples, detailed case studies, and collaborative discussions, all underpinned by contemporary academic theory and established conceptual frameworks.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate and apply advanced knowledge of services marketing principles, including digital and emerging service technologies to real-world business problems. [KS 1.1]Relates to: PG Business Capabilities: KS (1.1)
- Critically investigate the macro and micro-environmental conditions impacting service marketing organisations, by evaluating and analysing contemporary theory with evidence-based insights. [HO 2.1]Relates to: PG Business Capabilities: HO (2.1)
- Develop evidence-based, strategically justified services marketing solutions to real-world industry challenges. [HO 2.2]Relates to: PG Business Capabilities: HO (2.2)
- Effectively and professionally communicate complex services marketing insights and strategic recommendations through written form. [PC 3.1]Relates to: PG Business Capabilities: PC (3.1)
- Demonstrate effective collaboration within a diverse team environment. [TS 4.2]Relates to: PG Business Capabilities: TS (4.2)
Content
The learning environment for this unit introduces services marketing and the extended marketing mix used to implement strategic marketing in services settings. You will explore critical elements of the mix, including service product development and innovation, pricing and demand/supply management, physical setting or servicescape management, management of service delivery processes and distribution strategy, digital tools, human resources and customer service management, and marketing communication. Relationship management and service quality monitoring, and management represent further topics within the learning environment.
QUT Business Capabilities (Postgraduate)
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 & Technical Skills (KS)
1.1 Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
1.2 Apply technical, technological and technical research skills to organise and interpret discipline knowledge, including theory and practice, to investigate business issues.
Higher Order Thinking Skills (HO)
2.1 Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
2.2 Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Professional Communication (PC)
3.1 Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
3.2 Use information literacy skills and communicate effectively and professionally in oral forms appropriate for diverse purposes, contexts and audiences.
Teamwork & Self (TS)
4.1 Exercise self-reflection and accountability in applying knowledge and skills for own learning and effective practice.
4.2 Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Social, Ethical & Global Understanding (SE)
5.1 Demonstrate and apply knowledge of ethical and legal principles and practices of business in critically analysing and effectively responding to complex business issues.
5.2 Demonstrate and apply knowledge of socially responsible behaviour in analysing and addressing business issues and critically reflect on the responsibilities and impacts of organisations 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 their implications for organisational performance and customer outcomes.
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 or personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets) or written commentary
- Direct: individually, either in written form or in consultation
- Indirect: to the whole class
Assessment
Overview
This unit has two assessment items aligned with the unit's learning outlines. Please see the unit Canvas site for more information.
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Customer Service Analysis
You will undertake a customer service analysis that demonstrates your comprehension and application of services marketing concepts, frameworks and theories from Weeks 1–6. This assessment evaluates your capacity to understand and apply critical service concepts within a real-world organisational context.
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.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1)
Assessment: Service Audit Report
This assessment has two components: a group written service audit (30%) and an individual peer evaluation mark (10%).
1) As a group of services marketing consultants, you will conduct a comprehensive audit of a service organisation, identifying areas of strength and excellence alongside problematic areas and opportunities to enhance organisational efficiency and effectiveness.
2) You will reflect on both your team's and your individual contribution to the service audit.
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.
This assessment item is based on teamwork and provides evidence of achievement of the associated Unit Learning Outcomes and Course Learning Outcomes. Individual submissions/presentations will not be accepted.
This assignment is eligible for the 48-hour late submission period and assignment extensions.
Formative or Summative: Summative
Business Capabilities (AoL goals): HO (2.1, 2.2), PC (3.1), TS (4.2)
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
Further resources are provided in the unit Canvas site.
Resource Materials
Prescribed text(s)
Zeithaml, Bitner, Gremler and Mende (2024). Services Marketing: Integrating Customer Focus Across the Firm, 8th Edition, McGraw Hill.
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 (Postgraduate)
HO (2.1): Critical Analysis
Relates to: ULO2, Customer Service Analysis, Service Audit Report
HO (2.2): Independent Judgement and Decision-Making
Relates to: ULO3, Service Audit Report
KS (1.1): Discipline and Professional Practice Knowledge
Relates to: ULO1, Customer Service Analysis
PC (3.1): Professional Communication (Written)
Relates to: ULO4, Service Audit Report
TS (4.2): Teamwork Knowledge and Skills
Relates to: ULO5, Service Audit Report
Course Learning Outcomes
This unit is designed to support your development of the following course/study area learning outcomes.BS11 Master of Business
- Demonstrate and apply integrated and advanced discipline and professional practice knowledge, including knowledge of relevant research principles and methods.
Relates to: ULO1, Customer Service Analysis - Critically investigate real world business issues and problems drawing on analysis, evaluation and synthesis of discipline knowledge, including theory and practice.
Relates to: ULO2, Customer Service Analysis, Service Audit Report - Exercise creativity and intellectual independence and make informed decisions and judgements in planning, designing, and executing strategic and research-based responses to address real world issues and problems.
Relates to: ULO3, Service Audit Report - Use information literacy skills and communicate effectively and professionally in written forms and using media appropriate for diverse purposes, contexts and audiences.
Relates to: ULO4, Service Audit Report - Apply teamwork knowledge and skills for effective collaboration across a range of complex activities and contexts.
Relates to: ULO5, Service Audit Report