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Course Name (English)
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SERVICES MARKETING
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| Course Code |
MKT540 |
| Course Description |
This course will help students to understand the nature and features of services that distinguish marketing of services from marketing of physical goods. The emphasis is placed on adapting the marketing mix to retain customers and build loyalty. Models of services marketing such as the service quality (SERVQUAL) are introduced. |
| Teaching Methodologies |
Lectures, Inquiry-based Learning, Collaborative Learning |
| CLO |
| CLO1 |
Apply theories and practices related to services marketing. |
| CLO2 |
Demonstrate work ethics and professionalism through self-reflection report related to services marketing. |
| CLO3 |
Display autonomous learning through observation and assessment of current service marketing trends. |
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| Pre-Requisite Courses |
No course recommendations |
| Topics |
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1. Introduction to Services Marketing
1.1) Defining services and its characteristics
1.2) Broad categories of services
1.3) 7 Ps of services marketing
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2. Customer Behaviour in Service Context
2.1) The Three-Stage Model of service consumption
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3. Positioning Services in Competitive Markets
3.1) Customer driven service strategy - the 3Cs
3.2) Segmenting service market
3.3) Targetting service market
3.4) Positioning of services - the Positining Maps
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4. Applying the 4 Ps of Marketing to Services
4.1) Developing service products and brands
4.2) Distributing services through physical and electronic channels
4.3) Pricing and implementing revenue management
4.4) Promoting services and educating customers - integrated model
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5. Designing and Managing Service Processes
5.1) Designing and documenting service process for effective delivery
5.2) Service process redesign
5.3) Customer participation in service process
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6. Crafting the service environment
6.1) Core purpose of service environment
6.2) Dimensions of the service environment
6.3) Desigining an effective servicescapes - putting it all together
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7. Managing People for Service Advantage
7.1) Service Talent Cycle as an integrative framework
7.2) Managing service personnel - recruiting, training, and motivating employees
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8. Striving for Service Excellence
8.1) Service quality dimensions
8.2) The Gaps Model
8.3) Improving service productivity
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| Assessment Breakdown | % |
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| Continuous Assessment | 60.00% |
| Final Assessment | 40.00% |
| Details of Continuous Assessment |
| Assessment Type |
Assessment Description |
% of Total Mark |
CLO |
| Group Project |
Group Report Writing |
15% |
CLO3
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| Individual Project |
Individual Report & Presentation |
10% |
CLO2
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| Presentation |
Group Presentation |
15% |
CLO3
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| Test |
Short Essey (Cp 1 - Cp4) |
10% |
CLO1
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| Test |
Short Essey (Cp 5 - Cp8) |
10% |
CLO1
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| Reading List | | Recommended Text | - Jochen Wirtz,Christopher H. Lovelock 2018, Essentials of Services Marketing, 3rd Ed., 15, Pearson Higher Ed [ISBN: 9781292090061]
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| Reference Book Resources | - K. Douglas Hoffman,John E.G. Bateson 2017, Services Marketing: Concepts, Strategies, & Cases, 5th Ed., 15, Cengage Learning USA [ISBN: 9781285429786]
- Alan Wilson,Valarie A. Zeithaml,Mary Jo Bitner,Dwayne D. Gremler 2016, Services Marketing: Integrating Customer Focus Across the Firm, 3rd Ed., 9780077169312 [ISBN: 9780077169312]
- Jochen Wirtz,Patricia Chew,Christopher H. Lovelock, Essentials of Services Marketing Asian Perspective, 3rd Ed., 15 [ISBN: 9781292089959]
- Raymond P. Fisk,Stephen J. Grove,Joby John 2013, Services Marketing : An Interactive Approach, 4th Ed., Thomson South-Western [ISBN: 9781285193908]
- Hans Kasper,Piet van Helsdingen,Mark Gabbott 2014, Services Marketing Management, 2 Ed., Wiley Global Education [ISBN: 9780470091173]
- K. Rama Moahana Rao 2011, Services Marketing, Pearson Education India [ISBN: 9788131732250]
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| Article/Paper List | This Course does not have any article/paper resources |
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| Other References | This Course does not have any other resources |
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