School of Management, Operations and Marketing

MARK270: Services Marketing

Subject Outline

Subject Information

Session 2, 2018
Offshore campus (INTI International College Penang)
On Campus

Pre-requisites: MARK101 or MARK213 or MARK293

Co-requisites: Nil
Restrictions: None
Contact Hours: 3 hours lecture plus 1 hour tutorial
Online Subject Material:
See Moodle site

Teaching Staff
Teaching Role Coordinator, Lecturer and Tutor
Name Roslizawati Ahmad
Telephone 046310138 (email is preferred)
Email roslizawati.ahmad@newinti.edu.my,
Room INTI Penang Staff Room, Level 3
Consultation Times TBA

MARK270 Subject Outline Session 2, 2018 Page 1 of 16

Email Etiquette: Consultation with your subject coordinator and/or teachers via email
Your teachers receive many emails each day. In order to enable them to respond to your emails appropriately
and in a timely fashion, students are asked to observe basic requirements of professional communication:

Consider what the communication is about

 Is your question addressed elsewhere (e.g. in this subject outline or, where applicable, on the subject's
eLearning site)?
 Is it something that is better discussed in person or by telephone? This may be the case if your query
requires a lengthy response or a dialogue in order to address. If so, see consultation times above and/or
schedule an appointment.
 Are you addressing your request to the most appropriate person?

Specific email title/ header to enable easy identification of subject related/ student emails

 Identify the subject code of the subject you are enquiring about (as your teacher may be involved in
more than one subject) in the email header. Add a brief, specific header after the subject code where
appropriate

Professional courtesy

 Address your teacher appropriately by name (and formal title if you do not yet know them).
 Use full words (avoid 'text-speak' abbreviations), correct grammar and correct spelling.
 Be respectful and courteous.
 Academics will normally respond within 1-2 business days. If the matter is urgent, you may wish to
telephone the teaching staff whose contact details are given in this subject outline or contacting the
School.
 Please ensure that you include your full name and identify your seminar or tutorial group in your email
so that your teachers know who they are communicating with and can follow-up personally where
appropriate.

A guide to eLearning 'Netiquette' is available at

https://www.uow.edu.au/student/elearning/netiquette/index.html. The basic principles of Netiquette also apply
to email communication.

Copyright
Commonwealth of Australia

Copyright Regulations 1969

© 2018 University of Wollongong

The original material prepared for this guide is covered by copyright. Apart from fair dealing for the purposes of
private study, research, criticism or review, as permitted under the Copyright Act, no part may be reproduced by
any process without written permission.

MARK270 Subject Outline Session 2, 2018 Page 2 of 16

Table of Contents

Section A: General Information ........................................................................................................... 4

Learning Outcomes............................................................................................................................. 4
Course Learning Outcomes ........................................................................................................... 4
Student Learning Outcomes........................................................................................................... 4
Subject Description ........................................................................................................................ 4
Readings, References and Materials.................................................................................................. 4
Major Text(s) .................................................................................................................................. 4
Key References .............................................................................................................................. 4
Recommended Background and Further Reading......................................................................... 5
Lectures, Tutorials and Attendance Requirements ............................................................................ 5
Lecture Times * .............................................................................................................................. 5
Lecture Program * .......................................................................................................................... 5
Tutorial/Seminar/Workshop Times ................................................................................................. 6
Tutorial/Seminar/Workshop Program ............................................................................................. 6
Attendance Requirements .................................................................................................................. 8
Updates to Subject.............................................................................................................................. 8
Extraordinary Changes to the Subject Outline ................................................................................... 9
Section B: Assessment ...................................................................................................................... 10
Assessment Summary ...................................................................................................................... 10
UOW Grade Descriptors .............................................................................................................. 11
Assessment Learning Outcome Matrix ............................................................................................. 11
Minimum Performance Requirements .............................................................................................. 12
Types of Assessment and Collaboration .......................................................................................... 12
Submission, Retention and Collection of Written Assessment ......................................................... 13
Submitting Assessment Tasks ..................................................................................................... 13
Extensions .................................................................................................................................... 13
Faxing, Posting and Emailing Assessment Work......................................................................... 13
Late Submission of Assessment Tasks ....................................................................................... 13
Collection ...................................................................................................................................... 14
Data Retention and Use ............................................................................................................... 14
Scaling .............................................................................................................................................. 14
Supplementary Assessment ............................................................................................................. 14
Student Complaints Policy ................................................................................................................ 14
Assessment Quality Cycle ................................................................................................................ 14
Assurance of Learning (What will students learn in their degree?) .................................................. 15
Academic Integrity and Plagiarism ................................................................................................... 15
Plagiarism Prevention .................................................................................................................. 15
Referencing ....................................................................................................................................... 15
Why do you need to reference? ................................................................................................... 15
The Harvard System of Referencing ............................................................................................ 16
Citation of Internet Sources .......................................................................................................... 16
Section C: General Advice for Students ........................................................................................... 16

MARK270 Subject Outline Session 2, 2018 Page 3 of 16

Section A: General Information
Learning Outcomes

Course Learning Outcomes

Course Learning Outcomes can be found in the Course Handbook

https://www.uow.edu.au/handbook/yr2016/index.html.

Student Learning Outcomes

On successful completion of this subject, students will be able to:

1. Explain and synthesize services marketing concepts and principles.

2. Identify and assess the challenges and opportunities in services marketing.
3. Analyse real-life service marketing cases and practices.
4. Apply services marketing theory and research to develop strategies for achieving competitive
advantages in services marketing.
5. Report on the role and significance of people in service design, delivery, and customer satisfaction.

Subject Description

This subject covers the practice of marketing of services. Significantly, this incorporates both conceptual and
practical issues not always evident in the existing marketing literature covering the marketing of products. As
well, the global growth of the service sector has focused attention on the marketing function for organisations
serving this sector. This subject is designed to equip practitioners to function effectively in the expanding world
of services marketing.

Readings, References and Materials

Major Text(s)

Zeithaml, V.A., Bitner, M.J. and Gremler, D.D. (2017), Services Marketing: Integrating Customer Focus Across
the Firm,7th ed. McGraw-Hill: Boston
Estimated price for hardcopy: $160

Textbook details are available online from the University Bookshop at https://unicentre.uow.edu.au/unishop/

Key References

Week 4: Critical Incident Technique (CIT)

Callan, R. J. (1998), The critical incident technique in hospitality research: an illustration from the UK lodge
sector, Tourism Management, V19(1), p. 93-98.
Douglas, J. A., McClelland, R., Davies, J. and Sudbury, L. (2009), Using critical incident technique (CIT) to
capture the voice of the student, The TQM Journal, V21(4), 305-318.
Gremler, D. D. (2004), The critical incident technique in service research, Journal of Service Research, V7(1),
pp. 65-89.
Additional journal article references may be provided in some lectures.

MARK270 Subject Outline Session 2, 2018 Page 4 of 16

Recommended Background and Further Reading

Lovelock, C. (2015), Services Marketing: An Asia-Pacific and Australian Perspective 2nd Edition, Pearson
Education Australia: French's Forest.

Wirtz, J., Chew, P. and Lovelock, C. (2018), Essentials of Services Marketing 3rd Edition, Pearson Education:
Singapore.

Academic journals that are particularly relevant to this subject include;

 Journal of Services Marketing
 Journal of Service Management
 Journal of Service Research
 Managing Service Quality

This is not an exhaustive list of references. Students should also use the library catalogue and databases to locate
additional resources.

Lectures, Tutorials and Attendance Requirements

Lecture Times *

Lectures will be held on:

Please refer to the official timetable, and register for the tutorial by the end of week 1. Please note that the final
allocation of a tutorial for a particular student will be determined by the lecturer.

Lecture Program *

Topic Topics Covered Readings

Welcome to MARK270
Emergency Evacuation Procedures
Subject Overview
Communication and discussion of:

 Subject learning outcomes (objectives),

 Linking assessments to learning outcomes
(objectives),
 Assessment tasks and assessment criteria,
 Relevance of subject to degree programs, Ch. 1 & 2
1  Provision of feedback on assessments, Subject Outline
 Teaching and learning strategies for this subject,
 Satisfaction with the quality of this subject.
o Access to teacher,
o Access to other assistance,
o Learning tasks,
o Learning resources,
o e-learning.
 Satisfaction with the quality of this subject.

Introduction to Services Marketing and the Gaps Model

2 Consumer Expectations of Service Ch. 3
3 Customer Perceptions of Service Ch. 4
Ch. 5 and refer to Moodle for
Listening to Customers Through Research
4 e-readings: Callan, R. (1998),
Critical Incident Technique
Douglas, J., McClelland, R.,

MARK270 Subject Outline Session 2, 2018 Page 5 of 16

 Davies, J. and Sudbury, L.
(2009), and Gremler, D. (2004).
5 Building Customer Relationships and Service Recovery Ch. 6 & 7
6 In-session Test
Service Innovation & Design
7 Ch. 8
The Service Blueprint
Mid-Session Recess
8 Customer-Defined Standards and the Servicescape Ch. 9 & 10
9 Employee and Customer Roles in Service Delivery Ch. 11 & 12
10 Managing Demand and Capacity Ch. 13
11 Services Marketing Communications Ch. 14
12 Services Pricing Ch.15
Gaps Model of Quality (Revisited)
Subject Review with Q & A
13 Ch. 2 (Revisited)
Why is services marketing relevant to an organisation?
Why is services marketing relevant to you?
Study Recess
Examinations
Examinations

* The above times and program may be subject to change. Students will be notified of any change via SOLS.

Tutorial/Seminar/Workshop Times

The Faculty of Business uses the SMP Online Tutorial System and tutorial times and locations can be found at
https://www.uow.edu.au/student/timetables/index.html. Please note that tutorial times on the timetable are
provisional and may change.

The Faculty of Business ensures that students can complete the minimum requirements of the Bachelor of
Commerce, that is, the core subjects and a major study, within the specified time. If you are undertaking more
than one major, or a major and minor(s), timetable clashes may occur. If you find that two or more of your
chosen subjects are scheduled for the same time you must gain approval from the Head of School before
proceeding with your enrolment.
Students must attend the tutorial to which they have been allocated.

Tutorial/Seminar/Workshop Program

Topic Topics Covered Readings and Activities

1 No Tutorials
Identify and discuss characteristics of services.
Discuss the marketing mix for services.
Provide an example of a 'good' service experience you had recently.
Service What was the likely contributor (cause) of this experience.
2 Characteristics Provide an example of a 'poor' service experience you had recently.
(Ch. 1 & Ch.2) What was the likely contributor (cause) of this experience. How does
your assessment of this poor service relate to the gaps model?
Discuss likely services which could be the subject of your services
blueprint assignment.
Expectations of Formation of groups for service blueprint assignment.
3
service (Ch. 3) Submission of group sign-up sheets (download from Moodle).

MARK270 Subject Outline Session 2, 2018 Page 6 of 16

 Explain what is meant by the 'zone of tolerance'.
Why might your zone of tolerance vary between types of services you
consume?
Reflect upon and discuss (with reference to the concepts and frameworks
covered so far in this subject) your service encounter when you first
enrolled at UOW. Similarly, discuss (with reference to the concepts and
frameworks covered so far in this subject) the e-service when enrolling
in subjects and tutorials this session.
Explain the meaning and difference between service quality and
customer satisfaction. Provide examples.
What are the dimensions of service quality.
Perceptions of You attend a football match to see your favourite team play. Your team
4
service (Ch. 4) wins. Congratulations. But you are dissatisfied from a service
perspective and decide not to go to another game for the rest of the
season. Discuss what might have happened relative to the concepts of
service quality and satisfaction.
Submission of Group Charter
Why is consumer research fundamental to the marketing concept?
Listening to How does qualitative and quantitative research differ in services
customers through marketing?
5 research (Ch. 5) What is mystery shopping? Give an example. What is the value of
Critical incident mystery shopping to marketers?
technique Why is the importance/performance matrix relevant to marketers? Give
an example.
Undertake Exercise 5 on p.142.
What is the benefit to the firm of building a long-term relationship with a
customer?
Building What is the benefit to the customer of building a long-term relationship
6
relationships (Ch.6) with a firm?
Identify a services product (brand) to which you have a long-term
relationship? Why?
Form pairs of students in your tutorial. Each is to interview the other
about a service recovery experience. Explain the experience relative to
Figure 7.4 in your text.
Service recovery
7 Discuss a situation when you have switched from one service provider to
(Ch.7)
another in the same category (e.g. mobile phone provider). Guided by
Figure 7.7 why did you switch?
Services Blueprint Workshop
Mid-Session Recess
Services Blueprint assignment due at start of tutorial.
Service innovation
8 Provide examples where the role of the customer has changed as part of
and design (Ch.8)
a services innovation.
Explain what is meant by physical evidence in the context of services
Customer-defined marketing. Compare and contract that offered by organisations in the
standards and the same service- based industry/sector (e.g. banks, airlines). As a services
9
servicescape marketer what advice would you offer to an architect and a lawyer about
(Ch.9 & Ch.10) designing the physical evidence. What about a motor mechanic's
workshop?
Return of services blueprint assignment
Employee and Explain the service marketing triangle. Why is it important to services-
customer roles in based firms?
10
service delivery Discuss the need for the Human Resources Department of the firm to
(Ch. 11 & Ch. 12) have knowledge of the services marketing triangle when considering
recruitment, selection and training.

MARK270 Subject Outline Session 2, 2018 Page 7 of 16

 Identify firms which have outsourced some of their services. Consider
why this was done. What are some of the risks of outsourcing having
regard to the service marketing triangle.
What are some segmentation challenges when marketing of services?
All Presentation documents to be submitted.
Service Blueprint Presentations
Assume you are the operator of a restaurant. Discuss the demand and
capacity issues. What steps could you take to manage these issues?
Managing demand Assume you are the operator of a theme park. Discuss the demand and
11
and capacity (Ch13) capacity issues. What steps could you take to manage these issues?
Assume you are the event manager for a large outdoor concert which is
held in the same location each year. Explain how research by
observation might be undertaken and its value from a services marketing
perspective.
Service Blueprint Presentations
Discuss the five categories of communication strategies to match
services promises with delivery.
Services For those who have relevant work experience reflect and discuss on the
12 communication use and importance of social media in the marketing of services.
(Ch. 14) Discuss how you as a customer use social media as a consumer of a
service.
Why is customer education important? How is it relevant to the Gaps
Model?
Return of presentations
Identify three pricing strategies and provide an example of each.
Pricing of services
13 Explain what is meant by non-monetary costs and provide two examples.
(Ch. 15)
Why are non-monetary costs important to consumers of services.
Provide an example based on your own experience.
Study Recess
Examinations
Examinations

The above program may be subject to change.

Attendance Requirements

The Faculty of Business expects all students to attend lectures and tutorials as we strongly believe that students
who attend lectures and tutorials usually learn more and perform better in assignments and examinations.

Updates to Subject

The School is committed to continual improvement in teaching and learning. In assessing teaching and learning
practices in a subject, the School takes into consideration student feedback from many sources. These sources
include direct student feedback to tutors and lecturers, feedback through Student Services and Business Central,
and responses to the Subject and Course Evaluation Surveys. These important student responses, along with
University policies and Faculty practices inform ongoing changes to subjects and courses. This information is
also used to inform systemic comprehensive reviews of subjects and courses.

While every effort is made to keep the subject database current, students may find that occasionally, the
assessment information in the subject outline differs from the information on the subject database. In such
instances, the Subject Coordinator will make appropriate announcements in the first class of the session.

MARK270 Subject Outline Session 2, 2018 Page 8 of 16

The Faculty of Business Education Committee endorsed proposed amendments to the assessments and the
linking of these assessments to learning outcomes for MARK270 on 4 May 2016.
The structure and materials developed for this subject by Dr Julie Francis is acknowledged.

Extraordinary Changes to the Subject Outline

In extraordinary circumstances the provisions stipulated in this Subject Outline may require amendment after
the Subject Outline has been distributed. All students enrolled in the subject must be notified and have the
opportunity to provide feedback in relation to the proposed amendment, prior to the amendment being finalised.

MARK270 Subject Outline Session 2, 2018 Page 9 of 16

Section B: Assessment
Assessment Summary

Assessment Item Form of Assessment %

Assessment 1 In session tests 30%
Assessment 2 Authentic tasks 30%
Assessment 3 Final exam 40%
TOTAL MARKS 100%

Past exam papers may be available for student review, subject to release by the library
(https://www.library.uow.edu.au/resourcesbytopic/UOW026643.html). Solutions and marking guides are not
included. The structure and/or content of the papers may change from session to session.

Assessment 1: In session tests - In Session Test

Marking Criteria
Length
Weighting
Assessment Due
Type of Collaboration
Style and format
Assessment submission
Assessment return
Detailed information
Students will be assessed on the quality of their answers. Detailed and
defendable marking criteria will be used to mark the test. This will be
discussed in class following the completion of marking and the release of
marks for this task to students on SMP.
1 hour 30 minutes
30%
TBA (In lecture in Session Week 6)
Individual assessment
The test will consist of 5 short answer questions drawn from the readings,
lecture notes and tutorial work relating to the first 5 lecture sessions.
Students should be guided by the tutorial questions in their preparation for
the exam. Space will be provided on the exam paper for you to answer each
question (no more than a one page answer for each question).
At or before designated finishing time for exam.
Results will be published on SOLS within two weeks from the day of the
test. Students may view and discuss their marked test paper with the subject
coordinator during consultation hours.
All questions will be of equal value.
Learning outcomes 1 & 5 are assessed.

Assessment 2: Authentic tasks - Service Blueprint Diagram and Presentation

Marking Criteria See "Service Blueprint Assignment Guide and Marking Rubric” on Moodle.
Length See "Service Blueprint Assignment Guide and Marking Rubric” on Moodle.

Weighting 30%
Assessment Due TBA
Type of Collaboration Group work
Style and format See "Service Blueprint Assignment Guide and Marking Rubric” on Moodle.
Assessment submission TBA
Assessment return TBA

MARK270 Subject Outline Session 2, 2018 Page 10 of 16

Detailed information The assignment will be discussed in the Week 7 lecture. Also, a Service
Blueprint workshop will be conducted in your Week 7 tutorial.
Learning outcomes 2,3 and 5 are assessed.

Assessment 3: Final exam - Final Exam

Marking Criteria Detailed and defendable marking criteria will be used to mark the test. This
can be made available to students upon request of a meeting with the subject
coordinator AFTER the release of grades for this subject.
Length 2 hours
Weighting 40%
Assessment Due The final exam will be held during the UOW exam period. It is your
responsibility to source the time and date of the final examination via SOLS
(Student ONLINE Services) when details become available.
Type of Collaboration Individual assessment
Style and format The final exam will consist of:
Section A - 4 short answer questions (no more than 1 page each) each having
15 marks (60 marks for Section A).
Section B - will relate to a case provided with the exam paper. An essay
question will be assigned to the case with the expected answers being 2 to 3
pages (40 marks for Section B).
Detailed information The exam will relate to the entire subject including lectures, tutorials, other
readings and assessments. Learning outcomes 1, 3, 4 & 5 are assessed.

UOW Grade Descriptors

The UOW Grade Descriptors are general statements that communicate what our grades represent, in terms of
standards of performance, and provide a frame of reference to ensure that assessment practice across the
University is appropriate, consistent and fair. Grade Descriptors are expressed in general terms so that they are
applicable to a broad range of disciplines. For more information on the UOW grade descriptors see:
https://www.uow.edu.au/curriculum-transformation/aqc/uowgradedescriptors/index.html

Assessment Learning Outcome Matrix

Measures - Assessment weighting

In Session Service Blueprint Final
Learning Outcomes Test Diagram and Presentation Exam

(30%) (30%) (40%)

Explain and synthesize services marketing concepts and
principles. ✔ ✔

Identify and assess the challenges and opportunities in

services marketing. ✔

Analyse real-life service marketing cases and practices. ✔ ✔

Apply services marketing theory and research to develop
strategies for achieving competitive advantages in services ✔
marketing.
Report on the role and significance of people in service
✔ ✔ ✔
design, delivery, and customer satisfaction.

MARK270 Subject Outline Session 2, 2018 Page 11 of 16

Minimum Performance Requirements

To be eligible to pass this subject, students must complete all assessment tasks for this subject. In addition, you
must achieve a total mark of 50% or over and obtain a minimum of 50% in the final examination or major piece
of assessment (where there is no final exam). Students who do not meet these minimum performance level
requirements will be given a Fail grade (F) on their Academic Transcript, in accordance with the General
Course Rules.

Where a student gains a mark of 50 or greater and does not meet the specified level in an assessment task
required to pass the subject a Technical Fail (TF) grade will be given. Where a Technical Fail is given the
following applies:

a. Failure of the subject;

b. a TF without a mark will be granted;
c. a TF will be presented on the student's academic transcript;
d. The allocated mark of 49 will be used as the WAM calculation for subjects at all levels.

Failure to complete all assessment tasks will normally result in failure of the entire subject, other marks
notwithstanding.

Students should note that UOW policy equates 1 credit point with 2 hours of study per week that includes
lectures and tutorials/workshops/practical. For example, in a 6 credit point subject, a total of 12 hours of study
per week is expected.

Students who fail a subject may be eligible for a supplementary exam depending on the final mark obtained for
the subject and the final exam mark, or for other extenuating circumstances as approved by the relevant Head of
School and Faculty Assessment Committee in line with University of Wollongong and Faculty of Business
guidelines. Students who believe they may be eligible, and who have not already been advised accordingly,
should consult their lecturer or subject coordinator.

Types of Assessment and Collaboration

Collaboration between students during the preparation of subject assessment tasks or case studies is only
permitted dependent upon the category of assessment task declared by the subject coordinator and as printed in
the Subject Outline.

Type 1 - Take home exams: No collaboration of any kind is permitted between students or anyone else during
formation and preparation of the contents of the student submission.

Type 2 - Group work: Collaboration is permitted between students in the same group but not with students in
other groups.

Type 3 - Individual assessment: Collaboration is permitted between students only in the form of general
discussion pertaining to relevant concepts or potential issues to be dealt with in completing the assessment.
However, collaboration must not proceed to the point where it contributes directly to the final submission
produced by the student. Joint planning of the actual contents of a student's submission is not permitted. Where
the assessment requires formulation of a set of recommendations, a problem solution, or a specific course of
action, collaboration is not permitted during their formulation. Needless to say, collaboration is not permitted
during the actual preparation and writing of the student submission.

Type 4 - Open assessment: Collaboration with other students is permitted, subject to the normal rules governing
plagiarism. That is, direct use of ideas contributed by others must be acknowledged.

Type 5 - Individual assessment and group work: Collaboration is permitted with other members of your group,
but not with other groups for the group work component. No collaboration is permitted with other members of
your group for the individual component.

MARK270 Subject Outline Session 2, 2018 Page 12 of 16

Submission, Retention and Collection of Written Assessment

Assessed work must be handed in by the date and time listed under each assessment task. All assessment tasks
must represent the enrolled student's own ORIGINAL work and must not have been previously submitted for
assessment in any formal course of study.

If a student does not attend a required in-session test/examination, and also fails to produce satisfactory medical
or other reasons for this (See Section C: General Advice for Students), a deferred examination will NOT be
offered, and the student may be deemed to have failed the subject, other marks notwithstanding.

Submitting Assessment Tasks

Students are required to submit original work which will provide a basis for the certification of competence in
this subject. These assessments may include: examinations, tests, take-home examinations, quizzes,
assignments, essays, laboratory reports, demonstrations, folio of creative works, performances, tutorial
presentation and participation.

Extensions

Extensions of time to submit material for assessment can only be requested in advance of the due date for an
assessment activity through the Academic Consideration process on SOLS. For more information please refer to
the Student Academic Consideration Policy at: http://www.uow.edu.au/about/policy/UOW058721.html

A Faculty of Business assignment cover sheet must be attached to each piece of written assessment task. This
cover sheet can be obtained from the website: https://business.uow.edu.au/businesscentral/UOW155483.html.
Students should ensure they receive a receipt of submission and retain this for proof of submission.

Faxing, Posting and Emailing Assessment Work

Students may not e-mail, post or fax assessment tasks unless specifically requested by or with the prior approval
of the subject coordinator.

Late Submission of Assessment Tasks

Assessed work submitted late will be penalised by the deduction of 10 percent of the maximum possible mark
for that assessment per working day or part thereof. The operation of this rule will not result in a negative mark
being carried forward.

This penalty for late submission may be waived upon presentation of a medical certificate of illness for a
relevant period, or upon evidence of untoward or approved circumstances that fall under the Student Academic
Consideration Policy (See Section C: General Advice for Students).

MARK270 Subject Outline Session 2, 2018 Page 13 of 16

Collection

Assessment items will normally be returned to students within three (3) weeks of the due date. Assessment tasks
which are relevant to the final examination for the subject will be marked and available for collection prior to
the study week before the final examination.

Data Retention and Use

The Faculty of Business will retain appropriate records in line with the State Records Act 1998 (NSW), other
relevant legislation, standards and University of Wollongong policies.

Data on student performance and engagement (such as Moodle and University Library usage, task marks, use of
SOLS) will be available to the Subject Coordinator to assist in analysing student engagement, and to identify
and recommend support to students who may be at risk of failure. If you have questions about the kinds of data
the University uses, how we collect it, and how we protect your privacy in the use of this data, please refer to
https://www.uow.edu.au/dvca/bala/analytics/index.html

Please note: Copies of student work may be retained by the University in order to facilitate quality assurance of
assessment processes.

Scaling

Marks awarded for any assessment task or part of any assessment task, including an examination may be subject
to scaling at the end of the session. Marks will be scaled only when unpredicted circumstances occur and in
order to ensure fairness of marking across groups of students. The method of scaling will depend on the type of
scaling required by the circumstances. When scaling is deemed necessary, it will follow a detailed consideration
by the Unit Assessment Committee and/or the Faculty Assessment Committee of the marks of the group of
students concerned. Scaling will not affect any individual student's rank order within their cohort. For more
information please refer to Standards for the Finalisation of Student Results Schedule 1: Scaling Guidelines
https://www.uow.edu.au/about/policy/UOW039331.html for details.

Supplementary Assessment

Supplementary assessment may be offered to students whose performance in this subject is close to that required
to pass the subject, and are otherwise identified as meriting an offer of a supplementary assessment. The Subject
Coordinator will determine the precise form of supplementary assessment at the time the offer of a
supplementary is made. In some circumstances you may be offered a supplementary exam. For more
information about Supplementary Exams refer to: http://www.uow.edu.au/student/exams/aboutsupp/index.html

Student Complaints Policy

In accordance with the Coursework Student Academic Complaints Policy, a student may request an explanation
of a mark for an assessment task or a final grade for a subject consistent with the student's right to appropriate
and useful feedback on their performance in an assessment task. Refer to the Coursework Student Academic
Complaints Policy for further information - http://www.uow.edu.au/about/policy/UOW058653.html

Assessment Quality Cycle

The University of Wollongong is committed to the quality assurance and quality enhancement of assessment.
The University will meet its legislative and regulatory obligations, to ensure consistent and appropriate
assessment through course management and coordination, including assessment quality assurance procedures.
An Assessment Quality Cycle is used to describe quality assurance at the points of assessment design,
assessment delivery, the declaration of marks and grades, and review and improvement activities.

MARK270 Subject Outline Session 2, 2018 Page 14 of 16

Assurance of Learning (What will students learn in their degree?)

The Faculty of Business ensures each degree has specified course learning outcomes which assure that students
attain knowledge, skills and competencies at the appropriate qualification level. These course learning outcomes
align with the curriculum. These are evaluated through existing assessment tasks within subjects.
The Faculty uses Assurance of Learning (AOL) to assess how students meet the specified course learning
outcomes and how well our graduates have achieved these. AOL collects and analyses student results data to
continuously improve degrees offered by the Faculty which leads to improved student learning.

Academic Integrity and Plagiarism

The University's Academic Integrity and Plagiarism Policy, faculty handbooks and subject guides clearly set out
the University's expectation that students submit only their own original work for assessment and avoid
plagiarising the work of others or cheating. Re-using any of your own work (either in part or in full) which you
have submitted previously for assessment is not permitted without appropriate acknowledgement. Plagiarism
can be detected and has led to students being expelled from the University.

The use by students of any website that provides access to essays or other assessment items (sometimes
marketed as 'resources'), is extremely unwise. Students who provide an assessment item (or provide access to an
assessment item) to others, either directly or indirectly (for example by uploading an assessment item to a
website) are considered by the university to be intentionally or recklessly helping other students to cheat.
Uploading an assessment task, subject outline or other course materials without express permission of the
University is considered academic misconduct and students place themselves at risk of being expelled from the
University.

Students should visit the following University website and become familiar with the University's policy on
plagiarism https://www.uow.edu.au/about/policy/UOW058648.html

Plagiarism Prevention

The Faculty of Business has introduced an e-learning module which aims to orientate you with the knowledge
and resources to:

 avoid problems related to plagiarism

 develop your capacity to integrate evidence into your arguments
 reference correctly.

The online module is openly available for use by students at any stage in their degree. You are strongly
encouraged to use the module to help in assessing the academic integrity of your written work. The module can
be accessed via https://moodle.uowplatform.edu.au/course/view.php?id=5679

Referencing

Why do you need to reference?

At university it is necessary to acknowledge the sources of information and ideas that you have incorporated in
your assessment tasks. Failure to do this thoroughly may result in accusations of plagiarism: this is the academic
equivalent of stealing (because by not acknowledging someone else's work, you are presenting it as your own).
Plagiarism is taken very seriously by the University and may result in expulsion from the University.

Referencing is not only about acknowledging other people's work; accurate referencing and lists of references
are beneficial when researching a topic as they allow the reader to follow up information and read further in the
area. In a sense, references provide readers with clues to help them explore different avenues of a topic. This
aspect of referencing will become more valuable to you as you progress in your studies.

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There is a correct procedure that must be followed when referencing and using footnotes. Not complying with
these set techniques and format will most likely result in loss of marks. When writing an essay it is easiest to
reference as you go, making sure you are writing down all relevant information. This will save hours trying to
find the source again in the library.

The Harvard System of Referencing

The Faculty of Business uses the Harvard system of referencing. This system makes use of short references
within the body of the text. It is supplemented by a detailed list of references at the end of the text, which
provides all the information necessary to find the source material. In-text references include the author and year
of publication, and where necessary the page number(s).

It is the responsibility of students to ensure that they are familiar with the Harvard system of referencing and
that they use it accurately in all written work submitted.

Students should consult the following University Library website for a detailed explanation and examples of the
Harvard system of referencing https://www.library.uow.edu.au/resourcesbytopic/UOW026621.html

A referencing and citing guide is also available via the University Library website:
http://uow.libguides.com/refcite

Citation of Internet Sources

It is necessary for students to reference all sources used in their written work, including file transfer protocol
sites, worldwide web sites, telnet sites, synchronous communications (MOOs, MUDs, IRC, etc.) GOPHER
sites, and email, Listserv and Newsgroup citations.

It is the responsibility of students to ensure that they are familiar with the accepted Faculty of Business practice
for referencing electronic material and that they use it accurately in all written work submitted.

Students should consult the following University Library website for a detailed explanation and examples of
how to reference electronic material:
http://uow.libguides.com/refcite

Section C: General Advice for Students

For general information on university policies and procedures relevant to students, and for details about the
range of student services available, please see General Advice for Students, which can be accessed online at
https://business.uow.edu.au/UOW144987.html. Hard copies of Section C: General Advice for Students can be
obtained from Business Central.

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