Course coordinator
Dr Foluke Abigail Badejo
Course overview
- Study period
- Semester 2, 2025 (28/07/2025 - 22/11/2025)
- Study level
- Undergraduate
- Location
- St Lucia
- Attendance mode
- In Person
- Units
- 2
- Administrative campus
- St Lucia
- Coordinating unit
- Business School
Service and relationship marketing management explores the unique challenges and opportunities in service-dominant economies and the successful management of business relationships to enhance value creation with customers. In this course students will learn how to apply service and relationship marketing theory and frameworks to solve service related problems and evaluate current business practices.
Services are deeds, processes, and performances provided by firms and individuals to create customer experiences. Services dominate the Australian economy, employing approximately 75% of the working population. As consumers, we purchase services every day – be they banking, supermarkets, hospitality, travel agents, medical services, transportation, or education. Retailers are one of the largest segments in the service sector as many are retailing services (e.g. hair salons, insurance, dry cleaning, dog grooming) that offer service in selling a product or good. The emphasis in the course is on service universals rather than on any particular industry. However, concepts are illustrated using readings, cases, assignments, examples, and exercises in pure service, high tech, and manufacturing industries.ﾠ
The course is designed around a conceptual framework called the Gaps Model of Service Quality that is used in companies around the world to understand service problems and organize for solving them. The course provides a progressive learning experience beginning with customer expectations and then discussing four company-side gaps that result in problems in service delivery. Lastly, this course focus on how organisations can manage customers and improve customer trust, commitment and loyalty towards the service organisation.
Course requirements
Prerequisites
You'll need to complete the following courses before enrolling in this one:
MKTG2501
Course contact
Course staff
Lecturer
Dr Ursula Bougoure
Tutor
Dr Antonio Grasso
Mr Sajeeb Saha
Timetable
The timetable for this course is available on the UQ Public Timetable.
Additional timetable information
Please note: Teaching staff do not have access to the timetabling system to help with class allocation. Therefore, should you need help with your timetable and/or allocation of classes, please ensure you email business.mytimetable@uq.edu.au from your UQ student email account with the following details:
- Full name
- Student ID
- Course Code
Aims and outcomes
This course aims to develop students’ understanding of services and relationship marketing by introducing discussing and analysing relevant theories and concepts that are important to services organisations.ﾠ
Learning outcomes
After successfully completing this course you should be able to:
LO1.
Develop an understanding of existing services marketing theories and the challenges involved in marketing and managing services.
LO2.
Evaluate critical aspects of a service encounter from both the customers' and managers' perspective.
LO3.
Work with a team to develop and present a service blueprint, analysing the service process for a given company.
LO4.
Understand the fundamentals and the metrics used in a Relationship Marketing strategy.
LO5.
Apply services and relationship marketing learnings to a case study.
Assessment
Assessment summary
| Category | Assessment task | Weight | Due date |
|---|---|---|---|
| Essay/ Critique | Service Evaluation Critique | 30% |
28/08/2025 4:00 pm |
| Paper/ Report/ Annotation | Service Blueprint | 30% |
25/09/2025 4:00 pm |
| Examination |
Final Exam
|
40% |
End of Semester Exam Period 8/11/2025 - 22/11/2025 |
Assessment details
Service Evaluation Critique
- Mode
- Written
- Category
- Essay/ Critique
- Weight
- 30%
- Due date
28/08/2025 4:00 pm
- Learning outcomes
- L01, L02
Task description
The purpose of this critique is to identify sources of customer satisfaction and dissatisfaction with services.
During the first 4 weeks of this semester, you must evaluate five service encounter experiences.
After evaluating five service encounters, you are to write a paper that analyses the worst service encounter.
AI Statement
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Submit via Blackboard
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 14 days. Extensions are given in multiples of 24 hours.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Service Blueprint
- Mode
- Written
- Category
- Paper/ Report/ Annotation
- Weight
- 30%
- Due date
25/09/2025 4:00 pm
- Learning outcomes
- L01, L02
Task description
Students must prepare a blueprint for a service provider (to be defined in week 5).
Guidelines and Template will be provided on blackboard.
AI Statement
Artificial Intelligence (AI) and Machine Translation (MT) are emerging tools that may support students in completing this assessment task. Students may appropriately use AI and/or MT in completing this assessment task. Students must clearly reference any use of AI or MT in each instance.
A failure to reference generative AI or MT use may constitute student misconduct under the Student Code of Conduct.
Submission guidelines
Guidelines and information will be provided on Blackboard
Deferral or extension
You may be able to apply for an extension.
The maximum extension allowed is 14 days. Extensions are given in multiples of 24 hours.
Late submission
A penalty of 10% of the maximum possible mark will be deducted per 24 hours from time submission is due for up to 7 days. After 7 days, you will receive a mark of 0.
Final Exam
- Identity Verified
- In-person
- Mode
- Written
- Category
- Examination
- Weight
- 40%
- Due date
End of Semester Exam Period
8/11/2025 - 22/11/2025
- Other conditions
- Time limited, Secure.
- Learning outcomes
- L01, L03, L04, L05
Task description
Final Exam will be scheduled during Exam Week - date TBA. Further details will be provided in class.
AI Statement
This assessment task is to be completed in-person. The use of generative Artificial Intelligence (AI) or Machine Translation (MT) tools will not be permitted. Any attempted use of AI or MT may constitute student misconduct under the Student Code of Conduct.
Exam details
| Planning time | 10 minutes |
|---|---|
| Duration | 120 minutes |
| Calculator options | No calculators permitted |
| Open/closed book | Closed book examination - no written materials permitted |
| Exam platform | Paper based |
| Invigilation | Invigilated in person |
Submission guidelines
Deferral or extension
You may be able to defer this exam.
Course grading
Full criteria for each grade is available in the Assessment Procedure.
| Grade | Cut off Percent | Description |
|---|---|---|
| 1 (Low Fail) | 0 - 29 |
Absence of evidence of achievement of course learning outcomes. |
| 2 (Fail) | 30 - 46 |
Minimal evidence of achievement of course learning outcomes. |
| 3 (Marginal Fail) | 47 - 49 |
Demonstrated evidence of developing achievement of course learning outcomes |
| 4 (Pass) | 50 - 64 |
Demonstrated evidence of functional achievement of course learning outcomes. |
| 5 (Credit) | 65 - 74 |
Demonstrated evidence of proficient achievement of course learning outcomes. |
| 6 (Distinction) | 75 - 84 |
Demonstrated evidence of advanced achievement of course learning outcomes. |
| 7 (High Distinction) | 85 - 100 |
Demonstrated evidence of exceptional achievement of course learning outcomes. |
Additional course grading information
Grades will be allocated according to University-wide standards of criterion-based assessment.
Supplementary assessment
Supplementary assessment is available for this course.
Learning resources
You'll need the following resources to successfully complete the course. We've indicated below if you need a personal copy of the reading materials or your own item.
Library resources
Library resources are available on the UQ Library website.
Learning activities
The learning activities for this course are outlined below. Learn more about the learning outcomes that apply to this course.
Filter activity type by
Please select
| Learning period | Activity type | Topic |
|---|---|---|
Week 1 |
Lecture |
Introduction to Services Marketing Text book chapters 1 and 2 Learning outcomes: L01 |
Week 2 |
Tutorial |
Introduction & Assessment Overview Learning outcomes: L01 |
Lecture |
Service Encounters Textbook chapters 3 and 4 Learning outcomes: L01, L02 |
|
Week 3 |
Tutorial |
Customer expectations and Service encounters Ekka Public Holiday Wednesday 13 August - if your tutorial falls on this date, either attend alternate tutorial this week only or attend a make up tutorial, which will be organised by your tutor. Learning outcomes: L01, L02 |
Lecture |
Customer Journey Textbook chapter 5 Learning outcomes: L01, L02 |
|
Week 4 |
Tutorial |
Service Quality Learning outcomes: L01 |
Lecture |
Service Recovery Textbook chapter 7 Learning outcomes: L01 |
|
Week 5 |
Tutorial |
Customer journey & Insights Assessment 1 due end of Week 5. Learning outcomes: L01, L02 |
Lecture |
Service Innovation & Design Textbook chapter 8 Learning outcomes: L01, L02, L03 |
|
Week 6 |
Tutorial |
Service Blueprint Learning outcomes: L01, L02, L03 |
Lecture |
Service Standards and the Servicescape Chapters 9 and 10 Learning outcomes: L01, L02, L03 |
|
Week 7 |
Tutorial |
Physical evidence & Servicescape Learning outcomes: L01, L02, L03 |
Lecture |
Delivering Service Performance Textbook chapters 11, 12 and 13 Learning outcomes: L01, L02 |
|
Week 8 |
Tutorial |
Service / customer roles Learning outcomes: L02 |
Lecture |
Managing Service Promises Textbook chapters 14 and 15 Learning outcomes: L01 |
|
Week 9 |
Tutorial |
Managing Service Promises Assessment 2 due end of week 9. Learning outcomes: L02 |
Lecture |
How to solve case studies Learning outcomes: L01, L02 |
|
Mid Sem break |
No student involvement (Breaks, information) |
In-Semester Break |
Week 10 |
Tutorial |
How to analyse case studies King's Holiday Monday 6 October - if your tutorial falls on this date, either attend alternate tutorial this week only or attend a make-up tutorial, which will be organised by your tutor. Learning outcomes: L05 |
Lecture |
Building relationships Textbook chapter 6 Learning outcomes: L01, L02 |
|
Week 11 |
Tutorial |
Building relationships Learning outcomes: L04, L05 |
Lecture |
Customer Loyalty and CLV Learning outcomes: L04, L05 |
|
Week 12 |
Tutorial |
AI and Final Exam Q&A Learning outcomes: L04, L05 |
Lecture |
Focus on AI and Final Exam Q&A Learning outcomes: L04, L05 |
|
Week 13 |
Tutorial |
Final Exam Revision and Course Wrap up Learning outcomes: L04, L05 |
Lecture |
Course Review and Wrap up No Lecture this week. Learning outcomes: L04, L05 |
Policies and procedures
University policies and procedures apply to all aspects of student life. As a UQ student, you must comply with University-wide and program-specific requirements, including the:
- Student Code of Conduct Policy
- Student Integrity and Misconduct Policy and Procedure
- Assessment Procedure
- Examinations Procedure
- Reasonable Adjustments for Students Policy and Procedure
Learn more about UQ policies on my.UQ and the Policy and Procedure Library.