AMN444 Achieving Service Excellence
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 | $4,416 |
| International unit fee | $4,944 |
Unit Outline: Semester 2 2025, Gardens Point, Internal
| Unit code: | AMN444 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 24 credit points of completed study |
| Equivalent: | AMX444 |
| Anti-requisite: | MIN424 |
| Coordinator: | Sven Tuzovic | sven.tuzovic@qut.edu.au |
Overview
The service sector is a large and growing feature of the Australian economy. In addition, most manufacturing businesses encompass extensive service functions as well as production operations. Consequently, it is important for managers in all sectors to understand the problems and challenges inherent in designing and delivering high quality services for their customers and business partners. In this unit, students will be encouraged to explore and reflect on real world services marketing through examples, case studies and tutorial discussions that draw on relevant academic theory.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate and apply knowledge of the key principles of effective services management.
- Audit the services marketing mix of a range of organisations to identify areas for improvement, then propose and justify tactical and strategic recommendations to enhance service provision and respond to marketing challenges of real-world service firms.
- Identify and analyse macro and micro-environmental conditions impacting on service marketers and suggest appropriate strategies to respond to those challenges.
- Communicate professionally and effectively in written form as appropriate for the marketing profession
- Critically reflect on how your theoretical knowledge of services marketing affects you as a consumer.
Content
The lecture content introduces services marketing and the extended marketing mix used to implement strategic marketing in services settings. Each lecture explores 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, human resources and customer service management and marketing communication. Relationship management and service quality monitoring and management represent further topics within the lecture schedule.
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.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Learning Approaches
Topics are discussed and debated in tutorials by way of group activities based on contemporary services marketing issues. A major element of assessment involves students in a critical appraisal of the marketing activities of a service firm and how these affect them as customers.
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
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Concept Test
A concept test will be conducted under exam conditions online, testing students' ability to understand and apply services marketing concepts covered in the course to date.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1)
Assessment: Service Audit Report
This project requires students to conduct a service audit (analysis) of a service organisation to identify the areas of strengths and excellence as well as problematic areas and opportunities for improving the organisational efficiency and effectiveness. Details will be provided on Canvas.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), TS (4.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
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)
Zeithaml, Bitner, Gremler and Mende (2024). Services Marketing: Integrating Customer Focus Across the Firm, 8th Edition, McGraw Hill.
Risk Assessment Statement
This unit requires you to work with your team to complete Assessment 3. Accordingly, students enrolling in this unit are expected to consistently engage with team discussions and equitably contribute to the work produced by the team. If you know that you will be absent from classes and/or be unavailable to liaise (digitally) with your team for a prolonged period of the semester (i.e. due to work commitments, travel plans, etc.), please consider taking this unit in a semester that you can more equitably commit your time to working with others for completing assessment.
Beyond the above consideration for the team-based nature of the unit, there are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Unit Outline: Semester 2 2025, Online
| Unit code: | AMN444 |
|---|---|
| Credit points: | 12 |
| Pre-requisite: | 24 credit points of completed study |
| Equivalent: | AMX444 |
| Anti-requisite: | MIN424 |
Overview
The service sector is a large and growing feature of the Australian economy. In addition, most manufacturing businesses encompass extensive service functions as well as production operations. Consequently, it is important for managers in all sectors to understand the problems and challenges inherent in designing and delivering high quality services for their customers and business partners. In this unit, students will be encouraged to explore and reflect on real world services marketing through examples, case studies and tutorial discussions that draw on relevant academic theory.
Learning Outcomes
On successful completion of this unit you will be able to:
- Demonstrate and apply knowledge of the key principles of effective services management.
- Audit the services marketing mix of a range of organisations to identify areas for improvement, then propose and justify tactical and strategic recommendations to enhance service provision and respond to marketing challenges of real-world service firms.
- Identify and analyse macro and micro-environmental conditions impacting on service marketers and suggest appropriate strategies to respond to those challenges.
- Communicate professionally and effectively in written form as appropriate for the marketing profession
- Critically reflect on how your theoretical knowledge of services marketing affects you as a consumer.
Content
The lecture content introduces services marketing and the extended marketing mix used to implement strategic marketing in services settings. Each lecture explores 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, human resources and customer service management and marketing communication. Relationship management and service quality monitoring and management represent further topics within the lecture schedule.
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.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Learning Approaches
Topics are discussed and debated in tutorials by way of group activities based on contemporary services marketing issues. A major element of assessment involves students in a critical appraisal of the marketing activities of a service firm and how these affect them as customers.
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
Unit Grading Scheme
7- point scale
Assessment Tasks
Assessment: Concept Test
A concept test will be conducted under exam conditions online, testing students' ability to understand and apply services marketing concepts covered in the course to date.
Formative or Summative: Formative and Summative
Business Capabilities (AoL goals): KS (1.1), HO (2.1)
Assessment: Service Audit Report
This project requires students to conduct a service audit (analysis) of a service organisation to identify the areas of strengths and excellence as well as problematic areas and opportunities for improving the organisational efficiency and effectiveness. Details will be provided on Canvas.
Formative or Summative: Summative
Business Capabilities (AoL goals): KS (1.2), HO (2.2), PC (3.1), TS (4.2)
This assignment is eligible for the 48-hour late submission period and assignment extensions.
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)
Zeithaml, Bitner, Gremler and Mende (2024). Services Marketing: Integrating Customer Focus Across the Firm, 8th Edition, McGraw Hill.
Risk Assessment Statement
This unit requires you to work with your team to complete Assessment 3. Accordingly, students enrolling in this unit are expected to consistently engage with team discussions and equitably contribute to the work produced by the team. If you know that you will be absent from classes and/or be unavailable to liaise (digitally) with your team for a prolonged period of the semester (i.e. due to work commitments, travel plans, etc.), please consider taking this unit in a semester that you can more equitably commit your time to working with others for completing assessment.
Beyond the above consideration for the team-based nature of the unit, there are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.