Bachelor of Hospitality Management Higher Education

BHM206
Services Marketing
Semester 2, 2017

Course Code: BHM11 & BHM16 Bachelor of Hospitality Management

The information contained in this subject guide is correct at time of publication. The
Institute has the right to change any of the elements contained in this document at any
time

Subject Guide
Introduction
In this subject students study the principles and processes of services in the hospitality
industry context and compare and contrast it to marketing a tangible product. It
involves an analysis of the environmental forces that affect the provision of services
marketing together with the methods available to hospitality organisations seeking to
market their products/services in specific markets locally, nationally and internationally.
It also considers the range of possible strategic interventions available.

Learning Outcomes
On completion of this subject, students will be able to:
1. Compare the concept of services marketing and how it differs from product marketing.
2. Verify the integral nature of the ‘7P’s’ to services marketing.
3. Analyse potential hospitality markets by researching opportunities using a range of techniques.
4. Explore strategies for engaging social media and other digital marketing techniques in supporting the
overall marketing effort and integrated brand.
5. Create services marketing communication strategies to establish constructive relationships with relevant
stakeholders.
6. Evaluate the effectiveness of a range of marketing concepts, models, tools and techniques.
Contact Hours
This subject is a 3 hours per week contact subject – may be broken into lecture/tute or
seminar.

Expected Workload
The amount of time you will need to spend on study in this subject will depend on a
number of factors including your prior knowledge, learning skill level and learning style.
Nevertheless, note that this is a six

 credit point subject which involves three (3) hour’s contact each week over 12 weeks. For each hour
spent in class, it is expected that you will spend 3 hours researching, reading, writing and reflecting on
the course material. The total time commitment for this subject is 156 hours.
Subject Pre-requisites
Teaching and Learning Method
On-Campus Attendance (Expected) and Online Content (ON-CAMPUS)

Prescribed Text
Lovelock, C. H., Patterson, P., & Wirtz, J. (2015). Services marketing: an Asia Pacific and
Australian perspective (6th ed). Frenchs Forest, N.S.W. Pearson Australia.
WARNING: Possession of photocopied texts is strictly prohibited. This is a direct breach of the
Copyright Act(1968) and should not occur without express permission of the Copyright
Owner.Holmesglen reserves the right to confiscate the material
Timetable Information
Teaching program timetable information is provided via your student portal.

Subject Schedule
The following is an indication of the areas covered on a week-by-week basis. These
may change subject to public holidays, absences etc. Check with your tutor or on
Brightspace for changes

Wk Beginning Topic Readings Key date(

1 Introduction to services Lovelock (2015): Chapter 1

7th Aug marketing & consumer &2

behaviour

2 Service products & the Lovelock (2015): Chapter 4

14th Aug ‘servicescape’ and 10

3 Segmentation & target Lovelock (2015): Chapter 3

21st Aug marketing

4 Distributing services Lovelock (2015): Chapter 5 Assessmen

28th Aug Draft plan D

Friday 1st S

5 Marketing communication Lovelock (2015): Chapter 8

4th Sep

6 Pricing & balancing Lovelock (2015): Chapter 6

11th Sep productive capacity with &7

demand

7 Managing customer service Lovelock (2015): Chapter 9 Assessment

18th Sep function Campaign Du

Friday 22nd

25th Sep No class due to Eildon

Trip

Service quality and Lovelock (2015): Chapter

managing customer 11 & 12

relationships

Semester Break

9 Handling complaints and Lovelock (2015): Chapter

9th Oct service recovery 13

10 Assessment 2 – Group Presentation & Report

16th Oct (depending on class size, may flow into Week 11)

11 Managing people & Lovelock (2015): Chapter Assessment

23rd Oct benchmarking processes 14 Group

Presentati
 12 International services Kotler, Bowen & Makens

30th Oct marketing (2016): Chapter 17

13 Assignment

6th – 10th Nov Case stud

analysis rep

Due on Tues

7th Nov

Subject Guide

General Study Resources

The study resources provided by Holmesglen include:
Learning Commons
The Learning Commons branches are designed to be accessible to all students at
Holmesglen. The collection includes a range of visual and aural material to support your
studies. A range of books and journals are available, along with journal databases that
can be used to support your research via the Learning Commons Home
Page: http://www.holmesglen.edu.au/services/learning_commons_library.
Study Skills
Study Skills shows you how to get started on your assignments, improve your research
skills, with tips and tricks for essay writing, note-taking, proofreading and much more!
Study skills support is available through

http://www.holmesglen.edu.au/services/learning_commons_library/research_tools/studyskills.
Learning and study support
For support tailored to special needs, Disability Services (Student Services department)
can advise students about assistive technology and alternative software and organise
class materials in alternative formats. The Academic Skills Unit can also assist and
advise with general aspects of studying and language such as study skills and
assignment writing skills.

Teaching, Learning and Assessment

Holmesglen provides a learning environment that prepares graduates for their careers.
In order to do this, the design and development of learning outcomes, teaching
methods and assessment has been carefully formulated to develop a range of work-
related attributes in each graduate.
Your learning experience in this subject has been devised to bring out the attributes
shown below. This is achieved with a careful mix of learning outcomes, teaching and
learning activities, and assessment, across the whole degree program to align what is
taught and how it is assessed. Some examples of how we will develop graduate
attributes within this subject are in the table below.

Relevant processes through which the Attributes are developed

Attribute/Skill
Teaching and learning activities Assessment activities

Knowledge You will be set example problems in class You will need to contrast multiple source

management via case studies and text-relevant chapter support your analysis and discussions in

questions final assessment to suggest novel ways

developing a marketing campaign plan; an

help managers to solve problems in the C

analysis projects.

Work-related The Assessment 1 and 2 contain work-rel

knowledge and issues that you will need to solve.

skills

Knowledge in the You should ask questions in class to clarify You will need knowledge in the disciplin

discipline any doubtful issues; you will need to successfully complete all the assessmen

succeed the assessment hurdles specified

below.

Use ICT You will use Brightspace to discuss topic All assessments have to be typed-written

appropriately areas with other students; you will need to uploaded to the Brightspace.

use office productivity software to produce

 assignments

Communicate There will be many opportunities for you to Assessment Two is a group presentatio

effectively communicate among your classmates and which gives you an opportunity to sharp

to present in class activities. your oral presentation.

Ethical and You are required to hand assignments in You preparation for assessments will b

professional according to deadlines; you are expected to reflected in the results you achieve. You

attend all classes; you are expected to have expected to present assignments in a

a high level of originality on Turnitin when professional structure.

your assignment is analysed.

Work You will be required to solve case study Assessment Two is a group presentatio

collaboratively problems with your fellow students in class which requires you to work collaborativel

part of a team to succeed

Life-long learning You will need to reflect on your learning All assessments requires you to apply lif

through class discussion with your peers; long learning skills such as effective

you will receive tutor feedback on communication skills, collaboration skil

assignments to suggest improvements in cooperation skills, creative problem solv

your analytical skills skills, creative thinking skills, and resear

skills.

Assessment Structure
The assessment structure is shown in the table below, detailed descriptions of each
assignment are in the following sections.

Item Weight Due Date Learning Outco

Marketing Campaign 1, 2, 3, 4, 5
 Draft plan 1 5% Draft Plan : Wk 4

Final plan 35% Final Plan: Wk 7

Case Study Presentation 20% Wk 10-11 (As 2, 3, 4, 5

allocated)

Case Study Analysis Report 40% Week 13 2, 3, 4, 5

All assessment items will be submitted online via Turnitin, through the unit Brightspace
site, unless otherwise advised by the tutor.

The first page of each assessment submission should include the following information:

Student Name:

Extension of Time for Assigned Work

All assignments should be submitted by the due date as determined by the lecturer.
Extension of time for assigned work may be granted where temporary circumstances of
a personal nature adversely affect a student’s ability to submit on time. To be eligible
students would normally have met a minimum of 80% attendance, or in the case of
online learning, actively participated in discussions. Applications in writing shall be
made to the lecturer in charge at least 48 hours prior to the due date. Extensions will not
be granted on or after the due date.
Where the lecturer in charge is satisfied that your reason for an extension is valid and
an extension is granted, the student will be notified of the new submission due date and
will be assessed without penalty.

Students who do not submit assignments on time will be penalised 5% of the marks of the assignment
per day or part day. Students who do not submit an assignment within 7 days of the deadline will be
given a mark of 0 for the item.
Deferred Assessment
The purpose of Deferred Assessment is to give a student whose assessment has been
adversely affected by exceptional circumstances beyond their control an opportunity to
demonstrate their ability.

An application for deferred assessment may be made by a student when they have
been adversely affected by circumstance or event which will impact on their
assessment. Such cases may include serious illness and or personal trauma. This does
not include minor illnesses such as a mild cold. It includes physical and mental
illnesses. In addition, students who suffer loss, bereavement, hardship trauma or who
are required for military service or other legal requirements may also be eligible.
Students are expected to give priority to their studies and work or overseas travel is
not normally considered valid grounds.
To be eligible, students would normally have met a minimum of 80% attendance, or in
the case of online learning, actively participated in discussions. Applications shall be
made in writing to the relevant Course Leader prior to or up to five working days after
the due submission date or scheduled examination.

Relevant documentary evidence should be presented with the application. A separate

Application Form is to be completed for each assessment task.

An Application for Deferred Assessment can only be made if the assessment task has
not been completed by the due date. If the task has been completed, an Application for
Special Consideration must be made.
Applications for Deferred Assessment are available at reception or from the Student
Forms section of the Holmesglen website. They should be submitted to the Course
Leader. Education Rule for Assessment a student who has been granted deferred
assessment will be notified of the new submission due date or examination date and
will be assessed without penalty.

Special Consideration
The purpose of Special Consideration is to give a student whose assessment has been
adversely affected by exceptional circumstances beyond their control an opportunity to
demonstrate their ability.

An application for special consideration may be made by a student when they have
been adversely affected by circumstances or event which they believe has impacted on
their assessment. Such cases may include an acute illness, significant personal hardship
or a long-term disability or chronic illness beyond their control. This does not include
minor illnesses such as a mild cold. It includes physical and mental illnesses. In
addition, students who suffer loss, bereavement, hardship trauma or who are required
for military service or other legal requirements may also be eligible. Students are
expected to give priority to their studies. Work or overseas travel is not normally
considered valid grounds.

To be eligible, students would normally have met a minimum of 80% attendance or in

the case of online learning, actively participated in discussions. Applications shall be
made in writing to the relevant Course Leader prior to or up to five working days after
the due submission date or scheduled examination. Relevant documentary evidence is
also required.

An application for Special Consideration can only be made if the assessment task has
been completed. If the task has not been completed, an Application for Deferred
Assessment may be made.
In accordance with the Holmesglen Higher Education Rule for Assessment a student
who has been granted special consideration will have their grade reviewed. Applications
for Special Consideration are available at reception or from the Student Forms section
of the Holmesglen website. They should be submitted to either the Course Leader or
Student Services.

Hurdle Requirements
The hurdle requirement within this subject is a compulsory aspect or component of the
subject that must be complied with in order for you to be eligible to receive a pass
grade. Hurdle requirements vary from course to course and are identified for the
specific subject in the curriculum documentation. Hurdle requirements ensure that you
are engaged with the full range of learning outcomes required for successful knowledge
transfer during the course.

The hurdle requirements for this subject of study are:

 an overall ‘Pass’ grade in the subject (≥ 50%)
 attempt all assessment pieces
Assessment Items
Refer to individual assessment requirements and marking rubrics available through the
subject portal on Brightspace.

Plagiarism and Academic Conduct

Plagiarism applies to all essays, reports, research papers, presentations or any other
form of assessment which requires you to sign or otherwise state that the work you are
submitting is your work.

Unless the assessment is a group task, all work submitted for assessment must be
completed by the student alone. While discussion of the topic is encouraged, no student
is permitted to use any work of any other person and/or any material from any
publication unless the source has been acknowledged in full.

Any act of plagiarism in an item of assessment is deemed to be the same as cheating

and will result in the item of assessment being disregarded and/or the student’s
suspension or exclusion from the Institute. Please refer to the Student Diary for
penalties regarding plagiarism.

Holmesglen has subscribed to the use of Turnitin Originality Checking. Turnitin allows
students and tutors to evaluate a student’s assignment by comparing it against
continuously updated content databases(Turnitin2012, viewed 13 June
2011, http://www.turnitin.com/en_us/products/content). The Turnitin Originality Report provides
the opportunity for tutors to compare student’s submitted work against other student’s
work, journal articles and web sites. The final report is a submission with colour-
highlighted areas of where copying appears to have occurred.
Please note that Turnitin is only one method of detecting and managing plagiarism at
Holmesglen. A detailed knowledge of the subject area and the relevant literature by
your tutor is also part of the ongoing process of managing plagiarism and its
consequences at Holmesglen.

The Institute expects that you, as a student, will be honest in your studies and
research, and that you will not do anything that will interfere with or frustrate the
studies and research of other students.

Plagiarism is:

1. Submitting an assessment item which you have previously used for another class (without permission).
 2. Having another person write an assignment or part of an assignment (regardless of payment).
3. Modifying or paraphrasing another person’s ideas or writings and submitting the final version as your
own.
4. Having someone rewrite substantial portions of your paper and submitting the final version as your own.
5. Copying phrases, sentences, sections, paragraphs, or graphics from another, and not giving credit by
citing the source.
6. Handing in another person’s solution to an exam or an assessment item as your own.
Plagiarism is not:
1. Asking someone to read your assignment and suggest possible improvements.
2. Getting together with other students to discuss an assignment.
3. Asking your teacher for assistance with an assignment.
4. Quoting from another’s works and giving credit by citing the source.
5. Not citing sources for information that is considered ‘common knowledge’ or that is readily available.
For example, you do not need to provide a citation if you state that World War II began in 1939.
6. Further information on plagiarism is available at
Additional Notes for Students
 Students are required to meet 80% minimum attendance in each subject, or, in the case of online learning,
actively participate in discussions. Non compliance with this requirement may impact on your eligibility
to undertake deferred assessment or resubmission of an assessment.
 Students must sit tests and exams on the scheduled date(s). Travel or employment arrangements are not
acceptable reasons to request a variation of the assessment date or time.
 Participation in class activities may contribute to your final assessment. If you are unable to attend a
class, it is your responsibility to contact your teacher or another class member to find out what you have
missed and to make suitable arrangements to catch up the missed work.
 Student withdrawal from a Subject – refer to the Enrolment Amendment on the Student Forms section of
the Holmesglen website: http://www.holmesglen.edu.au/students/current_students/student_forms.
 Advanced Standing, Credit Transfer (CT) or Recognition of Prior Learning (RPL) – refer to the
Application for Credit form on the Student Forms section of the Holmesglen website:
http://www.holmesglen.edu.au/students/current_students/student_forms. Holmesglen website.
 While care and diligence are taken in structuring activities and class schedules, variation may occur due
to factors beyond the Institute’s control. In such instances, where possible, students will be notified in
advance of changes.