Posted: April 7th, 2015

Learning log for the 6 seminars

Learning log for the 6 seminars

Assessment 1 – Reflective log – 25% (Individual Submission)
Students will be required to maintain a learning log individually to include their response to the seminar tasks and a reflection of the responses following the seminar.
The response will include the preparation for the seminar and will be placed in the Appendix.

The reflection will be maximum 300 words for each seminar task and will analyse how the tasks were approached, when they were completed, and what was learnt by completing each task. In addition, a short introduction and conclusion of maximum 300 words each will be included. The reflection may be written in third or first person tense.

The aims of the learning log are to encourage formative learning and reflection throughout the semester programme. It will encourage students to reflect on their performance in the seminars and they will be assessed on their level of analysis and application. Students not completing the seminar preparation will have the opportunity to complete the tasks as individuals or self-directed groups (support will be available).

Unit Synopsis
Increasing standards of living and wealth in Western Society has resulted in more of the working population earning their living from providing services. More of our income is spent on services rather than manufactured goods and will continue to be so. Traditional marketing and marketing units tend to be product based rather than reflecting the importance of the consumption of services and the implications.
The study of marketing at level 1 should have given an excellent background and support to ‘Services Marketing’; however, it is a ‘stand alone’ module and takes a different approach. The module is not an extension of traditional marketing, it identifies multidisciplinary issues including, quality, design, customer, satisfaction and customer relationships and views them in a service context.
A wide range of services will be used with particular emphasis on the smaller service providers.
Course Outline
The module content will include:
•    The development of services and Services Marketing
•    The difference between marketing Services and traditional marketing.
•    The Service Encounters
•    Customer satisfaction and service quality
•    Services marketing in the context of social marketing
•    The use of metaphors in Services Marketing
•    Service design and physical environment
•    Services Marketing and Profitability
•    Other Current topics in Services Marketing
Learning Outcomes
On completion for the Unit students will be able to:
1.    Understand the historical development of the discipline of services marketing and its relationship with the traditional marketing paradigm
2.    Understand the strengths and weaknesses of the application of metaphors to service organisations.
3.    Define the nature, scope and characteristics of services marketing.
4.    Use research papers to provide a critique of the components of specified topics within the discipline.
5.    Apply the theory of services marketing to small service businesses.
6.    Identify and evaluate practical applications of services marketing theory across a range of businesses and business environments.
Learning and Teaching Methods
The primary source of delivery will be lectures and seminars. Although the lecture will be used primarily to introduce new topics and concepts it may also be used to consolidate areas raised in Seminars. A variety of lecturers will be included whenever they can make a positive contribution.
Students will be required to analyse case studies, and prepare responses to the case study questions for the seminars. To allow students time to take an in-depth analysis of the case studies, seminars will be of 1.5 hours duration. This will also allow students the time, in groups or individually, to feed back and discuss their response with the seminar group and tutor. Besides, there is provision for group tutorials towards the end of the seminar programme.
Why Seminars are Important!
Classroom based debate on a range of marketing topics can provide a free flowing, yet semi structured environment conducive to the development of marketing skills. Decision making skill is developed through student practice, Further, decision making skills can be learnt by being put `on the spot’ and being asked to draw conclusions about the best course of marketing action. Leadership skills are developed since the student learns ways to become a `thought leader’ offering the best views and insights, encouraging peers to adopt their views. Oral communication skills are developed as the student learns to present orally in a dynamic debating environment. Negotiation skills are developed as the student learns to give and take in the debate (Dacko, 2006) .

Overall Assessment for the Unit
The assessment will have two elements:
1.    Assessed Assignment – 25% (Individual Submission)
Students will be required to maintain a learning log individually to include their response to the seminar tasks and a reflection of the responses following the seminar.
The response will include the preparation for the seminar and will be placed in the Appendix.
The reflection will be maximum 300 words for each seminar task and will analyse how the tasks were approached, when they were completed, and what was learnt by completing each task. In addition, a short introduction and conclusion of maximum 300 words each will be included. The reflection may be written in third or first person tense.
The aims of the learning log are to encourage formative learning and reflection throughout the semester programme. It will encourage students to reflect on their performance in the seminars and they will be assessed on their level of analysis and application. Students not completing the seminar preparation will have the opportunity to complete the tasks as individuals or self directed groups (support will be available).
See the next page for marking criteria.
Submission date is on Sunday 12th April 2014 by 4pm. Submissions must be done electronically via Turnitin ONLY. Paper submissions or submission via e-mail will not be accepted. Late submission would carry a deduction of 10 marks per day.
2.    Pre-Released Case Study Based Examination – 75%
Students will be required to sit a time constrained (2 hours) examination. The questions will be based on the work completed in the seminars and a case study previously used in a seminar. Although the case study will have been previously analysed the examination questions will not have been previously discussed in relation to that particular situation and case study. The case study would be made available to you two weeks prior to the exam on Blackboard; however, you are not allowed to use or take your notes into the examination room. A copy of the case study would be attached to the question sheet. You will choose and complete THREE from four questions. Each question has equal value.
Students are required to pass both assessment elements.