Marketing in Business

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Undergraduate Program HC2112 Services Marketing and Relationship Marketing ___________________________________________________________________________________________________ ___ HOLMES INSTITUTE FACULTY OF HIGHER EDUCATION HOLMES INSTITUTE FACULTY OF HIGHER EDUCATION UNDERGRADUATE PROGRAM SUBJECT OUTLINE HC2112 Services Marketing & Relationship Marketing Trimester 2 / 2017 Holmes Institute is committed to providing the highest quality education in a dynamic, student-centred learning environment. Holmes Institute fosters in its students rational thought, intellectual integrity and social responsibility. www.holmes.edu.au Undergraduate Program HC2112 Services Marketing and Relationship Marketing 2 FACULTY OF HIGHER EDUCATION Holmes Institute Faculty of Higher Education offers business courses that combine discipline-based excellence with practical application. The faculty operates on campuses in Melbourne, Sydney, Brisbane and Hong Kong. The faculty offers a Bachelor of Business, a Bachelor of Professional Accounting, a Master of Professional Accounting, a Master of Business Administration and a Graduate Diploma in Business. Details about the members of the faculty can be found on the homepage of the Faculty of Higher Education at www.holmes.edu.au/undergraduate. HOLMES INSTITUTE UNDERGRADUATE PROGRAMS At Holmes Institute, the Bachelor of Business and Bachelor of Professional Accounting programs offer domestic and international students the opportunity to study a set of contemporary subjects in the field of business. These subjects prepare students for the challenges in business environments of the 21st century. These programs emphasize the global and cross-cultural dimensions of business. Teaching utilizes a combination of delivery methods and includes critical analysis and case study methods. A combination of exams, case studies and company analysis are used in assessment. The Bachelors’ programs of Holmes Institute focus on:  Developing career related capabilities  Emphasis on business numeracy and literacy  Managerial proficiency  The new economy  Leadership  Entrepreneurship  Social responsibility and ethics SUBJECT OVERVIEW & RATIONALE Welcome from the Subject Coordinator, Jas Paul Chawla The information technology revolution, outsourcing, the emergence of the global village, the increasingly competitive nature of markets, and rising customer expectations… All these factors are realities of today’s business world that present not only formidable challenges, but also great opportunities. The savvy businessperson is one that understands the importance of being able to differentiate oneself, standing out with a competitive advantage by including value-adding service components to their offerings. HC2112-Services and Relationship Marketing- identifies the complexities involved in the marketing and management of intangible services. The subject explores the importance of building strong customer relationships and its impact on business growth. Students will assess the current service orientation of various organisations and gain the necessary knowledge to develop and implement relevant relationship marketing strategies. Furthermore, students will acquire the knowledge and skills to assess the moments of truth – critical incidents that occur at front and back-stage operational levels- that can lead to significant customer satisfaction or dissatisfaction. Undergraduate Program HC2112 Services Marketing and Relationship Marketing 3 SUBJECT OBJECTIVES & LEARNING OUTCOMES On completion of this subject you will be able to: Knowledge Graduates will be able to, evaluate theoretical and practical knowledge of Services Marketing Skills Graduates will be able to, analyze marketing issues and strategies using core marketing concepts (eg. Differences between Goods and Services, Importance of Physical Evidence, Process and People in service industry, Servicescape, Marketing Mix, SWOT, Segmentation and Positioning) and work with others to develop Marketing strategies. Application of Knowledge and skills Graduates will be able to, apply theoretical and practical knowledge of Marketing in the diagnosis of organizational issues and the formulation of appropriate marketing strategies. Students will demonstrate research skills, showing initiative in consulting the academic literature and integrating fresh ideas into the discourse in preparation for life-long learning. Students will demonstrate the capacity to write persuasive reports containing sound recommendations, in preparation for their career in business. SUBJECT ADMINISTRATION Awards Duration Core/Elective Subject weight BBus 1 semester Core 3 credit points Mode of delivery On campus Prerequisites Nil Workload Students are expected to attend all classes Delivery 2 hrs of lectures and 1 hr tutorial or equivalent Independent study 5 hrs Undergraduate Program HC2112 Services Marketing and Relationship Marketing 4 CONTACT DETAILS Subject Coordinator And Lecturer in Sydney Jas Paul Chawla John Ayoub jchawla@holmes.edu.au Lecturer in Brisbane Mark Halpin Dr. Sudarshan Chalise @my.holmes.edu.au @my.holmes.edu.au Lecturer in Melbourne Dr Anh Le Viet ale@my.holmes.edu.au Students please note: Holmes Institute provides each student with a Holmes webmail. Faculty and Administrative staff can only communicate with you using your Holmes Institute mail address. Emails from private and/or business email accounts cannot be used and may not be answered. CONSULTATION TIMES* Please check with your lecturer Monday Tuesday Wednesday Thursday Friday Coordinator in Sydney Jas Paul Chawla 2 to 4 2 to 4 3 to 5 Melbourne Campus TBA Brisbane Campus TBA Undergraduate Program HC2112 Services Marketing and Relationship Marketing 5 STUDENT ASSESSMENT OVERVIEW ASSESSMENT TYPE DUE DATE WEIGHT LENGTH LEARNING OUTCOMES Individual Reflective essay Week 5 15% 1200 Words Would be able to understand and apply the core concepts of the subject Group Report Presentation Week 11 25% 10% 2500 Words Would be able to understand and apply the services marketing theory Final Exam Exam Week TBA 50% Business Presentations You are expected to arrive for any presentation ahead of time. If you are late for your presentation, you may not be eligible to present and may not receive any marks. Where a business presentation involves a group, it is expected that all group members are present. Unless your lecturer advises otherwise, students are expected to dress in business attire. Class Tests For subjects for which a class test is part of the assessments, you need to follow the instructions by your lecturer to confirm any material allowed in the class test. You also need to follow any relevant announcement on Blackboard that confirm the date/time and venue of the class test. Final Examinations Each trimester concludes with the final examinations that are held during a designated examination period. You are expected to be present for the final examinations, which are held during Examination Week, the exact dates/times and venues are announced via your Blackboard. For each subject you will be allocated a designated seat in one of the examination venues. Your examination venue and seat will be confirmed by the end the teaching period of each trimester via your Blackboard. ASSESSMENT POLICY To be eligible to pass this subject, students must complete all forms of assessment and demonstrate achievement of the learning outcomes. All assignments must be submitted electronically using a word processor, uploaded to Blackboard via SafeAssign (final check, not self check). You must print and attach the full SafeAssign report with the Holmes Institute Cover Sheet to the printed assignment (hard copy). The assignment cover sheet must include the student/s name, number, subject code and subject name, subject lecturer’s name, assignment due date and time of submission. All hard copies must be placed in the Assignment Box in the Resource Center during opening hours. Undergraduate Program HC2112 Services Marketing and Relationship Marketing 6 Submission deadlines are strictly enforced and late submission incurs penalties unless an extension and/or special consideration has been granted by the Subject Coordinator. No assessments are accepted after 14 calendar days of the due date. Students are requested to familiarize themselves with the Holmes Institute Assessment Policy at: www.holmes.edu.au/undergraduate/assessment. STANDARD GRADING SYSTEM AND DISTRIBUTION GRADE LETTER RANGE High Distinction HD 80% and above Distinction D 70 – 79% Credit CR 60 – 69% Pass P 50 – 59% Fail NN 0-45% (did not meet the standard required according to the learning outcomes in the Subject Guide ) Faculty Pass* FP awarded by Board of Examiners Supplementary Exam Granted (a temporary grade) NS Supplementary examination granted Deferred Exam (a temporary grade) ND Officially Deferred examination Fail NA Student did not submit any work according to the schedule in the Subject Guide Result Withheld RW Additional assessment and/or work required Result Withheld WH Outstanding fees or non-return of Holmes Institute materials * This grade is sometimes referred to as a conceded pass at other institutions Explanation of Letter Grade HD Outstanding work which exhibits sophisticated understanding and critical synthesis, analysis and evaluation of the subject matter. While the work utilizes opinions of others, judgements about the value of the subject matter are made and drawn together in an organized whole. Gaps in the subject matter might also be identified and the implications discussed. D Substantial work of high quality, which demonstrates a clear understanding of the subject matter, in which the relationship between the constituent elements are identified clearly and discussed with some level of critical analysis. The work also applies abstract ideas in concrete situations. CR Sound and competent work, which demonstrates a reasonable but not complete grasp of the subject matter. The work utilizes recall and paraphrases the work of others concerning the subject matter. Some basic level of critical analysis is evident. Originality in the work is rarely evident. P Work that demonstrates a satisfactory engagement with the subject matter such that the student is said to have a general understanding of the field. Provides an adequate basis for further study. NN Did not meet the learning objective of the subject Undergraduate Program HC2112 Services Marketing and Relationship Marketing 7 VIEWING STUDENT GRADES Results including the final grade can be viewed via the Grade Centre on Blackboard. Results for all assessments are published within two weeks of the due date of the assessment and the final examination. Students who wish to appeal their mark for a specific assessment are advised to follow the procedures outlined at www.holmes.edu.au /undergraduate/appeals. PLAGIARISM AND ACADEMIC MISCONDUCT Holmes Institute view any forms of academic misconduct as most serious offences. Academic misconduct in any form during an examination is not tolerated and will be dealt with according to the policies and procedures set out in the Holmes Institute Student Handbook (see www.holmes.edu.au/undergraduate/studenthandbook). Plagiarism occurs when one uses another person’s ideas or manner of expressing them and passes them off as one’s own work by failing to give appropriate acknowledgement (that is, referencing the source). Any instances of plagiarism will be dealt with promptly (see www.holmes.edu.au/undergraduate/studenthandbook). It is important that student reference their work appropriately. The Faculty of Higher Education at Holmes Institute uses the APA (American Psychological Association) style of referencing. A detailed guide to referencing can be found in the Student Handbook. It expected that you will be familiar with the Harvard style of referencing. USE OF BLACKBOARD Holmes Institute uses Blackboard as its online teaching platform and all students enrolled have access to Blackboard to view and download their lecture material, grades, important announcements on their subjects and discussion rooms for selected subjects. Please note that it is the student’s responsibility to check Blackboard on a regular basis. It is expected that students will have viewed lecture materials and additional readings before class. All students are advised to familiarize themselves with the use of Blackboard. Guides to Blackboard are available in the Resource Center on each campus (see www.holmes.edu.au/undergraduate/blackboard). Should you have difficulties accessing and/or using Blackboard, please contact your lecturer or the Holmes Institute Blackboard Helpdesk on: bbhelpdesk@holmes.edu.au. USE OF RESOURCE CENTER AND PROQUEST For most subjects, students are expected to engage in additional research. Textbooks and teaching materials available in the Resource Center will be of use here. In addition, current students have access to a range of electronic academic journals via Proquest, which is accessible once you log into Blackboard. Should you require any assistance with the use of Proquest and/or online research, please contact your lecturer and/or the Resource Center staff on your campus. STUDY SKILLS & ACADEMIC SUPPORT Undergraduate Program HC2112 Services Marketing and Relationship Marketing 8 Students who have difficulties with their studies and/or specific forms of assessment should visit online Study Skills on www.holmes.edu.au/undergraduate/studyskills. Holmes Institute also offers regular Academic Support, which is free for any student enrolled. See details on www.holmes.edu.au/undergraduate/academicsupport. DETAILED INFORMATION ON SUBJECT ASSESSMENTS Reflective Essay: Assessment criteria Due: WEEK 5 ASSESSMENT 1 Weighting: 15% Length: NOT MORE THAN 1200 WORDS Reflective Essay Choose a real-life service organisation that you are familiar with. You need to inform your lecturer of your choice by end of week 3. Prepare a flowchart of the back-stage as well as the front-stage operations of this business. Using this flowchart, explain the significance of the service encounter, and its managerial implications. The written component of the essay should not exceed 1200 words (12 font, Arial or Times New Roman single spaced) 1. Flowchart Backstage Front stage 2. Explanation of significance of the service encounter 3. Analysis of managerial implications 4. Essay format & presentation 4 4 4 3 TOTAL 15 Undergraduate Program HC2112 Services Marketing and Relationship Marketing 9 Group Report and Presentation: Assessment criteria DUE: WEEK 11 ASSESSMENT 2 Weighting: 35% Length: Not more than 2500 words & a 15 minutes Presentation Service Recovery Group Report: In teams of 4-5, students are required to choose 1 of the team’s service organisation from Assessment 1 and write a report that addresses the following: 1. Present this service organisation as a blueprint. 2. What is the service organisation’s front stage and back stage functions? 3. What are the “moments of truth” for this service organisation? 4. Show the determinants of satisfaction/dissatisfaction for this service organisation. Use relevant theories to also discuss service quality measurement (and quality gaps) in this organisation. 5. Devise a service-recovery strategy plan for the service organisation to deal with various critical incidents. The report should be a maximum of 2500 words (12 font, Arial or Times New Roman single spaced) Teams are also required to perform a 10-minutes Oral presentation for their assignment. Written report: Blueprint Front stage and back stage functions Moments of truth for this service organisation Determinants of satisfaction/dissatisfaction (gap model) Service-recovery strategy plan Report format & referencing Oral Presentation: Demonstrated key service failure/ moment(s) of truth Appropriateness of service recovery strategies Flow of presentation, interaction, and issues presented Overall impression of excellence 25 5 5 4 5 3 3 10 3 3 2 2 TOTAL 35 Undergraduate Program HC2112 Services Marketing and Relationship Marketing 10 Final Examination Assessment criteria DUE: TBA (To be advised) ASSESSMENT 3 Weighting: 50% Length: 2 HOURS 10 MINUTES The final exam might have some Multiple Choice Questions, Short Answers Questions and a case application questions. 50 SUBJECT RESOURCES Prescribed Textbook (compulsory) Lovelock, C., Patterson, P. & Wirtz, J. (2011) Services Marketing: An Asia-Pacific and Australian Perspective, 5/e, Pearson. Recommended Reading Risk preferences and the marketing of financial services: Segmentation by birth order, Rink, David R ; Roden, Dianne M ; Cox, Steven R . Journal of Financial Services Marketing 18.1 (Mar 2013): 17-26 The Effect of Customers’ Social Media Participation on Customer Visit Frequency and Profitability: An Empirical Investigation, (2013), Rishika Rishika (Texas A&M University), Ashish Kumar (Aalto University), Ramkumar Janakiraman (Texas A&M University), and Ram Bezawada (State University of New York, Buffalo), Information Systems Research; vol. 24, no. 1 Market Segmentation http://www.ausport.gov.au/information/nsr/market_segmentation 21 mar 2014 Undergraduate Program HC2112 Services Marketing and Relationship Marketing 11 LECTURE SCHEDULE/SYLLABUS WEEK LECT. NO. TOPICS SCHEDULED Text Ch. TUT. Questions ASSMT DUE 1 Lecture 1 New perspectives on marketing in the service industry 1 n/a No Tut 2 Lecture 2 Customer behaviour, culture and service encounters 2 Review questions 2,4,5 & 8 page 32 Tut Mini case: Long-stay airport parking services P31 3 Lecture 3 Positioning services in competitive markets 3 Review questions 2,4,7&9 Tut page 66 Flowcharting: How to draft a front stage and a back stage Mini-case: Personal trainers- a growth opportunity P65 4 Lecture 4 Developing services products: core and supplementary service elements 4 Review questions 2,6&7 Page93 Tut Mini-case: Flight centre from ‘The price beat guarantee to Unbeatable’ P92 5 Lecture 5 Distributing services through physical and electronic channels Understanding costs and developing pricing strategy 5 & 6 Review questions 1,2&4 Page 127 Assessment 1 Due Tut Mini case: The Hong Kong Airport express P126 6 Lecture 6 Balancing productive capacity and demand 7 Review questions 2, 4,5,6 & 8 Page 161 Q1, Q2 & Q8 page 193 Tut Review questions 7 Lecture 7 Integrated services marketing communications 8 Review questions Q 1, Q2 & Q4 Page 226 Tut Mini case: Managing capacity and demand at a Yoga centre P225 8 Lecture 8 Managing the customer service function 9 Review questions 2 Undergraduate Program HC2112 Services Marketing and Relationship Marketing 12 Tut Mini-case: Marketing Australia to the world P258 3 & 7 page 259 9 Lecture 9 Crafting the service environment 10 Review questions 1, 2, & 5 Page 286 Tut Application questions 10 Lecture 10 Customer satisfaction and service quality 11 Review questions 2, 6 & 7 page 311 Tut Application questions 11 Lecture 11 Managing customer relationships 12 Assessment 2 Report And Presentation Tut Due Presentations 12 Lecture 12 Handling customer complaints and managing service recovery Managing people for service advantage 13 14 Revision and Exam Prep All assessments must be completed to sit Final Exam Study Week and Exam week PL check BB for announcements * Note: Students must consult the Academic Calendar and Blackboard for the dates of the Examination Week. STUDENT ASSESSMENT SUBMISSION AND LATE PENALTIES To be eligible to pass this subject, you must complete all forms of assessment and demonstrate achievement of the learning outcomes. All assignments must be submitted electronically ONLY using a word processor, uploaded to Blackboard via the Final Check and Submission of SafeAssign. Submission deadlines are strictly enforced and late submission incurs penalties of 5 (five) % of the assessment value per calendar day unless an extension and/or special consideration has been granted by the lecturer prior to the assessment deadline. Unless an extension and/or special consideration has been granted, no assessments are accepted after 14 calendar days of the due date, or the end of the trimester for assessments due later in a trimester. Students need to allow up to 24 hours for the Final Check of their assignment submission to SafeAssign to be available. VIEWING STUDENT GRADES AND ASSESSMENTS Results, including the final grade, can be viewed via the Grade Centre on Blackboard. Results for all assessments are usually published within two weeks of the due date of the assessment, and the final examination respectively. Students who wish to appeal their mark for any assessment are advised to do so within 14 days of the publication of results (please follow the procedures outlined in the Student Handbook). Please note that students are eligible to view any of their assessments. For continuous assessments during the teaching period, students need to contact their lecturer immediately after the publication of results. For viewing of the final examination script, students need to complete the respective form (available on your Blackboard) and pay the applicable administrative fee. The form needs to be submitted within 14 days of the Undergraduate Program HC2112 Services Marketing and Relationship Marketing 13 publication of the final/overall results. Please note that there is no review/remark option available for any student assessments. ACADEMIC MISCONDUCT AND PLAGIARISM Holmes Institute views any forms of academic misconduct as most serious offences. Academic misconduct in any form, including plagiarism, contract cheating and cheating in a class test or examination, is not tolerated and will be dealt with according to the policies and procedures set out in the Holmes Institute Student Handbook. Plagiarism occurs when one uses another person’s ideas or manner of expressing them and passes them off as one’s own work by failing to give appropriate acknowledgement (that is, referencing the source). It is important that student reference their work appropriately. The Faculty of Higher Education at Holmes Institute uses the Harvard style of referencing. A detailed guide to referencing can be found in the Student Handbook and Resource Centres. It is expected that you will be familiar with the Harvard style of referencing. Undergraduate Program HC2112 Services Marketing and Relationship Marketing 14 STANDARD GRADING SYSTEM AND DISTRIBUTION GRADE LETTER RANGE High Distinction HD 80% and above Distinction D 70 – 79% Credit CR 60 – 69% Pass P 50 – 59% Fail NN 0-45% (did not meet the standard required according to the learning outcomes in the Subject Guide ) Faculty Pass* FP Awarded by Board of Examiners in exceptional circumstances Supplementary Exam Granted (a temporary grade) NS Supplementary examination granted Deferred Exam (a temporary grade) ND Officially Deferred examination Fail NA Student did not submit any work according to the schedule in the Subject Guide No results NR Student did not submit any assessments Result Withheld RW Additional assessment and/or work required Result Withheld WH Outstanding fees or non-return of Holmes Institute materials * This grade is sometimes referred to as a conceded pass at other institutions Explanation of Letter Grade HD Outstanding work which exhibits sophisticated understanding and critical synthesis, analysis and evaluation of the subject matter. While the work utilizes opinions of others, judgements about the value of the subject matter are made and drawn together in an organized whole. Gaps in the subject matter might also be identified and the implications discussed. D Substantial work of high quality, which demonstrates a clear understanding of the subject matter, in which the relationship between the constituent elements are identified clearly and discussed with some level of critical analysis. The work also applies abstract ideas in concrete situations. CR Sound and competent work, which demonstrates a reasonable but not complete grasp of the subject matter. The work utilizes recall and paraphrases the work of others concerning the subject matter. Some basic level of critical analysis is evident. Originality in the work is rarely evident. P Work that demonstrates a satisfactory engagement with the subject matter such that the student is said to have a general understanding of the field. Provides an adequate basis for further study. NN Did not meet the learning objective of the subject Undergraduate Program HC2112 Services Marketing and Relationship Marketing 15 USE OF BLACKBOARD Holmes Institute uses Blackboard Learn as its online learning platform. All students enrolled have access to Blackboard and it is imperative that students log onto their Blackboard immediately after they enrol for the trimester. Blackboard Learn allows students to view and download their lecture material, grades, important announcements on their subjects and discussion rooms for selected subjects. Please note that it is the student’s responsibility to check Blackboard on a regular basis. It is expected that students will have viewed lecture materials and additional readings before class. All students are advised to familiarize themselves with the use of Blackboard. Guides to Blackboard are available in the Resource Centre on each campus. Should you have difficulties accessing and/or using Blackboard, please contact your lecturer or the Holmes Institute Blackboard Helpdesk on: bbhelpdesk@holmes.edu.au. USE OF RESOURCE CENTER AND PROQUEST As part of their degree studies, students are expected to engage in additional research. Textbooks and teaching materials available in the Resource Centre will be of use here. In addition, current students have access to a range of electronic academic journals via ProQuest, which is accessible once you log into Blackboard. Holmes Institute also supports students using Google Scholar. Should you require any assistance with the use of ProQuest and/or online research, please contact your lecturer and/or the Resource Centre staff on your campus. STUDY SKILLS & ACADEMIC SUPPORT Students who have difficulties with their studies and/or specific forms of assessment are encouraged to contact their lecturer/tutor, academic mentor or the Student Engagement and Support Coordinator. Holmes Institute offers regular Academic and Study Skills Workshops throughout the semester, which are useful addressing important academic skills and are free for any student to attend. Students with insufficient academic progress may be required to attend these workshops and sessions with the Academic Progress Team. Academic and Study Skills Workshops are offered throughout the trimester for essay writing, doing research using ProQuest, giving business presentations, referencing and examination preparations. Announcements are made on your Blackboard and on noticeboards on campus. Undergraduate Program HC2112 Services Marketing and Relationship Marketing 16 FREQUENTLY ASKED QUESTIONS – FAQs Do I need to obtain 50% in each assessment to pass a subject? NO, in order to pass any subject, you need to meet two requirements, namely achieve an overall mark of 50 or more AND obtain at least 40% of possible marks in the final examination (hurdle or threshold requirement). There is no hurdle or threshold requirement for assessments other than the final examination though and you can still pass the subject if you got less than 50% in any assessment – excluding the final examination. I missed an assessment for a subject, do I now fail the subject? Whilst Holmes Institute requires that you attempt all pieces of assessments prescribed for any subject, there may be circumstances, where you can still pass a subject even if you have missed an assessment. When you miss a class test due to medical reasons and you submit a medical certificate within three working days, for example, you may be eligible to have the weight of the class test added to the final examination. Please see the Student Handbook for details. Can I view my assessments? As a student, you are entitled to view any of your assessments, that is any assignment but also the class test for any subject, and upon request/application also the final examination script. Please note that viewing any assessment is an administrative process and no academic advice is given and students are neither allowed to take pictures or notes of the assessment. Students are only allowed to view any assessment with an administrator present, and for a limited period of time (please check the Student Handbook for details). Other than assignments, the class test and examination script remains the property of Holmes Institute. Where can I see my marks and grades? All your results will be available via the Grade Centre on your Blackboard. You can access the results for each subject in the respective folder. Please ensure that you familiarise yourself with the letter grades, especially for the temporary grades of NS (supplementary examination awarded) and ND (deferred examination), which can be found earlier in this subject outline. I got a final result of 52/NS. Have I passed the subject? NO, as the letter grade NS (supplementary examination awarded) indicates, you have not passed the subject, but you have been awarded the opportunity to pass the subject if you successfully pass the supplementary examination. Please familiarise yourself with the Supplementary Examination Policy in the Student Handbook. When do I need to attempt a NS/supplementary or ND/deferred examination? If you have been awarded a supplementary (NS) or deferred (ND) examination, you are required to sit the examination during the next examination period for these examinations, which is different from the final examination period at the end of the teaching period each trimester. I missed to sit for a NS/supplementary or ND/deferred examination, do I have to repeat the subject? YES, if you do not attempt any supplementary or deferred examination during the designated examination period, you will receive a Fail/NN grade and you have to repeat the subject. I have a question about the subject material and/or assessments, who do I contact? For any questions related to any subject you study, the first point of contact is always your lecturer. The subject outline includes the contact details of each lecturer on each campus. Please ensure that you use your Holmes Webmail for any email correspondence with your lecturer. I did not submit my assignment by the due date, can I still submit and receive marks? If you submit your assignment after the due date, penalties of 5% of the weight of the assignment apply per day that you submit late. A maximum penalty of 50% applies. Your lecturer may not accept your assignment if you submit later than 14 days after the due date. If you are late with your assignment, please contact your lecturer. I am not a member of a group for my group assignment. What do I do, can I submit individually? If you work submit a group assignment individually, you may be penalized and only receive 50% of the mark of your assignment. If you don’t have a group to work with, please urgently consult your lecturer. I have problems with members in my group. What can I do, who do I contact? Undergraduate Program HC2112 Services Marketing and Relationship Marketing 17 Each group is required to manage its members and contributions. In exceptional circumstances, however, and where initial negotiation attempts of the group members were unsuccessful, you should contact your lecturer. STUDENT ASSISTANCE Studying in higher education presents many experiences and challenges. These might involve academic, personal and/or professional issues. At Holmes Institute, we have a range of people who can help you with various challenges. The following table identifies contact points should you require any support. SUPPORT REQUIRED WHO TO CONTACT Information for Current Students Holmes Institute Student Handbook: Academic Probation / Mentoring Academic Mentors, Associate Dean Accommodation Holmes Institute Home Stay Computers, Blackboard, Email IT Help Desk Disability Needs Holmes Institute Campus Directors Employment and Careers Career Development Team Enrolment Higher Education Coordinator Exams Higher Education Coordinator Financial Issues Holmes Institute Campus Directors Personal Issues National Higher Education Program Manager, Mentoring Team Proquest Database Librarian on each Campus Study Skills Holmes Institute Academic Support & Study Skills Team Visa Issues, COEs etc. Higher Education Coordinator This subject outline was prepared by the Course Development Team for the Undergraduate Programs, Faculty of Higher Education, Holmes Institute. It was correct at the time of publication. Change to the Subject Outline may occur at any time. However, the Faculty of Higher Education endeavours to inform the students accordingly. This publication is copyright. Apart from any fair dealing for the purpose of private study, research, criticism, or review as permitted under the Copyright Act, no part may be reproduced by any process or placed in computer memory without written permission. Enquires should be made to Holmes Institute Faculty of Higher Education. © Copyright 2016. GLOSSARY OF DIRECTION WORDS FOR ASSESSMENT QUESTIONS Analyse Show the nature of something identifying the essential elements and g how they are related. Argue Present the case for and/or against a particular proposition. Compare Identify the characteristics/qualities that resemble each other. Look for similarities but also differences. Contrast Emphasize differences between things, events, problems, or qualities. Criticise Express your judgement about the truth of factors or views mentioned. Come to conclusions and discuss the positive points as well as possible limitations. Define Give clear and concise meanings of an item. Do not provide a detailed explanation but include limits of the definition and how the item defined differs from other Undergraduate Program HC2112 Services Marketing and Relationship Marketing 18 items. Describe Recount, characterise, outline, and relate in sequence. Discuss Examine, analyse and give reasons for and against. Be comprehensive in your answer and give details, usually to assess how satisfactory something is. Evaluate Carefully appraise in relation to some standard including advantages, limitations, the costs and benefits as appropriate; attempt to make a judgement. Examine Investigate critically, appraise a subject or matter in detail. Explain Clarify, interpret, and elaborate on the material presented. Give reasons for differences of opinion or results, and try to analyse reasons behind it. Illustrate Use a concrete example, diagram, or figure to explain or clarify a problem or issue. Indicate Identify and then focus attention so as to clarify. Justify Prove or give reasons for particular conclusions or decisions. Outline Present the main features or aspects showing main points and subordinate points. Do not include minor details and emphasize the classification of things. Review Examine a subject critically, analysing and commenting on important or controversial statements. State Present the main points in a brief and clear sequence. Do not give specific details or examples. Summarise Give the main points or facts in a condensed, concise form. (Source: Adapted from Monash University, http://www.monash.edu.au/lls/llonline/quickrefs/29-direction-words.xml, accessed 14 February 2013)



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