MRKT20054 - Service Industry Marketing In the Digital World

General Information

Unit Synopsis

Most countries now have economies in which service products represent over 50% of GDP, and are experiencing digital revolutions in the marketing of service products. In this unit, you will focus on the challenges of marketing service products and the corresponding managerial implications in the modern digital world. You will gain a solid understanding of service marketing theories to guide your practical applications in this exciting area of marketing. The focus of this unit is on the 7Ps of service marketing as applied to businesses in the digital era. The unit also specifically covers the integration of marketing, management, and customer relations in competitive digital environments and markets.

Details

Level Postgraduate
Unit Level 9
Credit Points 6
Student Contribution Band SCA Band 4
Fraction of Full-Time Student Load 0.125
Pre-requisites or Co-requisites

Pre-requisite: MRKT20052 Marketing Management and Digital Communications.

Important note: Students enrolled in a subsequent unit who failed their pre-requisite unit, should drop the subsequent unit before the census date or within 10 working days of Fail grade notification. Students who do not drop the unit in this timeframe cannot later drop the unit without academic and financial liability. See details in the Assessment Policy and Procedure (Higher Education Coursework).

Class Timetable View Unit Timetable
Residential School No Residential School

Unit Availabilities from Term 2 - 2025

Term 1 - 2026 Profile
Brisbane
Melbourne
Online
Sydney

Attendance Requirements

All on-campus students are expected to attend scheduled classes - in some units, these classes are identified as a mandatory (pass/fail) component and attendance is compulsory. International students, on a student visa, must maintain a full time study load and meet both attendance and academic progress requirements in each study period (satisfactory attendance for International students is defined as maintaining at least an 80% attendance record).

Assessment Overview

Recommended Student Time Commitment

Each 6-credit Postgraduate unit at CQUniversity requires an overall time commitment of an average of 12.5 hours of study per week, making a total of 150 hours for the unit.

Assessment Tasks

Assessment Task Weighting
1. Presentation 20%
2. Written Assessment 40%
3. Written Assessment 40%

This is a graded unit: your overall grade will be calculated from the marks or grades for each assessment task, based on the relative weightings shown in the table above. You must obtain an overall mark for the unit of at least 50%, or an overall grade of ‘pass’ in order to pass the unit. If any ‘pass/fail’ tasks are shown in the table above they must also be completed successfully (‘pass’ grade). You must also meet any minimum mark requirements specified for a particular assessment task, as detailed in the ‘assessment task’ section (note that in some instances, the minimum mark for a task may be greater than 50%).

Consult the University's Grades and Results Policy for more details of interim results and final grades

Past Exams

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Previous Feedback

Term 1 - 2024 : The overall satisfaction for students in the last offering of this course was 100.00% (`Agree` and `Strongly Agree` responses), based on a 37.21% response rate.

Feedback, Recommendations and Responses

Every unit is reviewed for enhancement each year. At the most recent review, the following staff and student feedback items were identified and recommendations were made.

Source: Student feedback
Feedback
Students appreciated the communication, adaptability in teaching, extra support, and the amiable nature of the teaching team.
Recommendation
Continue providing students with effective learning support including email communications, extra individual Zoom meetings (one-on-one), Moodle discussions/forums, weekly drop-in sessions, etc.
Action Taken
Continued to provide regular and timely email updates to keep students informed about key dates, assignments, and other important information. Additionally, extra individual Zoom meetings were offered to students who needed personalised support or had specific questions.
Source: Unit evaluation
Feedback
Some students would like to see additional learning materials.
Recommendation
Various journal readings, case studies, and YouTube videos are to be added to the relevant weekly module on the Moodle site to further enhance learning.
Action Taken
Additional learning materials were added to the weekly modules on the Moodle site. This included journal readings, case studies, and YouTube videos, all aimed at enhancing the learning experience and providing students with a broader understanding of the course content.
Source: Self reflection
Feedback
Convenient to reach out and discuss assignment tasks
Recommendation
Provide dedicated attention to each student's questions individually by using an online/ offline platform, where students can easily access their consultation time and schedule one-on-one meetings in a timely manner.
Action Taken
To make it easier for students to discuss assignment tasks, extra online consultation times were set up. This allows students, especially those studying remotely, to easily access consultation sessions and schedule one-on-one meetings at their convenience.
Source: Student feedback
Feedback
I appreciate teachers' dedication and passion. They put in a tremendous amount of effort to send weekly content emails and always respond quickly to questions, even outside of working hours.
Recommendation
Continue to value and support the dedication and passion of teachers. Maintain the current level of engagement and enthusiasm in lectures.
Action Taken
In Progress
Source: Unit evaluation
Feedback
The feedback provided on assignments was helpful but sometimes lacked specific details on how to improve.
Recommendation
Enhance the feedback on assignments by providing specific, actionable suggestions for improvement. Include targeted comments that highlight both strengths and areas needing development, ensuring students clearly understand how to apply the feedback to improve future work.
Action Taken
In Progress
Source: Self reflection
Feedback
It would be helpful to have more examples or practical applications to relate the theory to real-world scenarios.
Recommendation
Incorporate more real-life examples and case studies into lectures and workshops to help students better understand and apply theoretical concepts.
Action Taken
In Progress
Unit learning Outcomes

On successful completion of this unit, you will be able to:

  1. Critically analyse the nature of service industries and be able to differentiate between goods and services and their marketing in the digital world
  2. Identify and apply the major factors presented in the literature that improve the digital marketing of services
  3. Critically analyse the marketing situations of services using a number of the main analytical tools for the digital age
  4. Analyse and critically discuss the role of customer service and each of the 7Ps in order to improve service industry marketing in the digital world.

Alignment of Assessment Tasks to Learning Outcomes
Assessment Tasks Learning Outcomes
1 2 3 4
1 - Presentation • •
2 - Written Assessment • • •
3 - Written Assessment • • •
Alignment of Graduate Attributes to Learning Outcomes
• Professional Level
• Advanced Level
Graduate Attributes Learning Outcomes
1 2 3 4
1 - Knowledge • • • •
2 - Communication • •
3 - Cognitive, technical and creative skills • • • •
4 - Research • • • •
Alignment of Assessment Tasks to Graduate Attributes
• Professional Level
• Advanced Level
Assessment Tasks Graduate Attributes
1 2 3 4 5 6 7 8