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Marketing of Services EMBA Outline

This document outlines the syllabus for a Marketing of Services course offered as part of an EMBA program. The course aims to provide an understanding of service marketing and the differences between goods and services. It will examine various service industries and strategies used by major Middle Eastern service providers. The syllabus details the course objectives, learning outcomes, textbook, pedagogical approach involving lectures and case studies, evaluation scheme consisting of assignments, presentations, tests and exams, and a course delivery plan spanning 5 sessions over 3 weeks.

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162 views

Marketing of Services EMBA Outline

This document outlines the syllabus for a Marketing of Services course offered as part of an EMBA program. The course aims to provide an understanding of service marketing and the differences between goods and services. It will examine various service industries and strategies used by major Middle Eastern service providers. The syllabus details the course objectives, learning outcomes, textbook, pedagogical approach involving lectures and case studies, evaluation scheme consisting of assignments, presentations, tests and exams, and a course delivery plan spanning 5 sessions over 3 weeks.

Uploaded by

dreamagicz
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Institute of Management Technology

International Academic City, Dubai

EMBA Program
Syllabus

Course Title:
Marketing of Services
Course Code: MKT 815
(Credit Hours: 2)
Instructor: Dr. K. Abdul Waheed
Office: Faculty Block-Room No. 24
Classroom: Executive MBA/MDP Block
Telephone: 04 4227244 Ext.135
E-mail: [email protected]
I. Course Description
The course offers an intensive and yet stimulating understanding of service marketing and
service firms. Your daily chores - ranging from the morning bus ride to the university to
ordering dinner, will persuade you to agree that you buy more services than goods. Indeed,
for quite some time, Dubai economy is increasingly dependent on service sector. The
service sector includes dominant service providers like Emirates to service-dominant goods
manufacturers like Damac. This course will examine differences between goods and
services and their implications for staging value to customers.
II. Course Objectives
1. To learn and internalize differences between goods and services;
2. To market services such that they create an enduring value for customers;
3. To understand marketing strategies of various service industries; and,
4. To learn value staging strategies of major service providers in the Middle East.
III. Learning Outcomes
After completion of this course, students will be able to:
1. Internalize the importance and varying perspectives on service, service industry and
service marketing
2. Learn the scope and limitations of marketing function, philosophy and activities in
service sector
3. Apply the traditional marketing mix of Product, Price, Promotion and Placement to
the service sector
4. Apply the extended marketing mix of People, Process, Productivity and Physical
ambience to the service sector
5. Develop a strategic frameworks of service quality through Servqual, Service
Recovery and Service Profit Value Chain

IV. Textbook and Other Major References


A) Textbook
Valarie A.Zeithaml, Mary Jo Bitner and Dwayne Gremler, Services Marketing: Integrating
Customer Focus across the Firm, Sixth Edition, McGraw-Hill, 2013.
B) Other References
1. Lovelock and Wirtz, Services Marketing, 6th ed., Pearson/Prentice Hall, 2007.
2. Lovelock, Wirtz, and Keh, Services Marketing in Asia: Managing People, Technology,
and Strategy, Prentice Hall. 2002.
3. John E.G. Bateson and K. Douglas Hoffman, Managing Services Marketing, 4th
edition, Dryden Press, 2009.
4. Fisk, Grove and John: Interactive Services, Marketing, Houghton Mifflin Company,
2008.
V. Pedagogical Approach
The course employs a balanced mix of lectures / class discussions and case studies /
projects. Class lectures and discussions provide an exposition of key concepts, and are
supported by current services marketing practices. The case studies/projects provide an
opportunity to apply the theories, concepts, and analytical devices developed in the lectures.
VI. Course Evaluation
All students are expected to observe the academic rules and regulations of the IMT. Please
refer to your Student Handbook for specific details. Feel free to ask your instructor or
Program Director if you have any questions as to how those rules and regulations apply to
this course. NOT knowing the rules is not an excuse for breach of the rules Regular
attendance is expected of all students. Assignments are important part of this course. All
assignments must be handed-in on the due dates. Evaluation would be based on class
participation, presentations, assignments, tests, projects etc. and a Final Examination.
Evaluation scheme is as follows:
1.
2.
3.
4.
5.
6.

Service Blueprint Assignment (Individual)


Group Project (A group of two students)
Case study presentation (A group of two students)
Class Participation
Mid Semester Test
Final exam

Total

15%
20%
10%
5%
15%
35%
100%

VII. Course Delivery Plan


Day/
Session

Hrs

Day/Time

5 hrs

Thursday,
12.03.2015

Topic

Introduction and Orientation to


the Course
PART 1: Foundations for
Services Marketing
(Refer Chapter 1 and 2)

Activities
(Assignments/Reading
Material/Case
studies/Project/ /Midterm and
Final Exams)

Discussion on
reading/article/case study given
in the class

PART 2: Focus on Customers


(Refer Chapter 3 and 4)
2

7 hrs

Friday,
13.03.2015

5hrs

PART 3: Understanding
Customer Requirements
(Refer Chapter 5, 6 and 7)

Discussion on
reading/article/case study given
in the class

PART 4: Aligning Service Design


and Standards
(Refer Chapter 8, 9 and 10)

CLASS TEST (Quiz/ MCQs)

Thursday,
19.03.2015

PART 5: Delivering and


Performing Service
(Refer Chapter 11, 12 and 13)
4

7 hrs

Friday,
20.03.2015

5
Final
Exam

7 hrs

Presentation by groups on the


given Case study

PART 6: Managing Service


Promises
(Refer Chapter 14 and 15)

Presentation on Group
Projects

Friday,
27.03.2015

Revision
and
Final Exam (2 to 5 P.M.):
Comprehensive covering all
the topics / syllabus discussed

Guidelines:
Group Project
Title: Comparative Market Analysis of a Service Organization
The group is required to study a service organization. The project work should not be
a pure description of the company, but should also involve critical evaluation and/or
identification of key issues. The following are some guidelines for the project:
1. Select a service industry in which you are interested (i.e.: travel, postal, health
care, entertainment, finance, retail, etc.).
2. Select a leading service business in your field of interest. For example, in the
travel industry, you might select an airline, a cruise line, a tourism bureau, a hotel
chain, a travel agency, a car rental firm or a resort/destination.
3. Prepare a critical evaluation of the service organization that you have chosen.
Some of the criteria for evaluation are: At whom is this service targeted? What is the
service concept, stated in terms of results produced for the customer? How is it
being positioned in relation to customer needs and competitive offerings? How are
the human resources managed? What is the level of customer satisfaction? Are the
key service processes well designed and managed, how is performance measured
and managed? To what degree does it provide value (high service at low cost) and
profit? What could be the financial implications of improving the service?
4. Conduct a comparative analysis between the leader you have chosen and a
company (or companies) within the industry that does not enjoy the same success.
What strengths and weaknesses do you find in their marketing efforts? How have
their efforts enhanced or hindered the companys image and success?
5. Your analysis should use the concepts developed during the course where
appropriate.
6. The write-up should not exceed 10 pages excluding appendices.
7. Before making presentation, you should submit your slides.
Service Blueprint (individual)
Service blueprint is a picture or map that portrays the service system of a service
organization. It visually displays the service by simultaneously depicting the process
of service delivery, the points of customer contact, the roles of customers and
employees and visible elements of the service (Zeithaml). You are required to
prepare a blueprint of a local service organization and further suggest strategies for
improvement. This assignment must be typed (format as per above instructions) and
submitted on the date specified. The Blueprinting process is explained on pages
234-244 of the text.

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