Course Outline
MKT 412: Services Marketing
Spring 2012, Section 5 & 6
Lecturer: Zarjina Tarana Khalil
Office Room: NAC 973
Office Hours: ST: 9:30-11:00 & 1:00-2:30
Email: zarjina@gmail.com, zarjina@northsouth.edu
Extension : 1755
Website : http:\\ztkresources.weebly.com
Course Description
Course objectives:
The chances are when you graduate, there will be 2-3 times the number of jobs
in a service oriented business then in a product oriented business. The course
aims to enlighten students on the following issues:
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Provide a better understanding of the crucial and growing role
played by services in the world economy
Enable appreciation for the unique challenges inherent in
developing, marketing and delivering quality services and to
provide strategies and tools for addressing these challenges
Aid in understanding the crucial role of interfunctional
coordination necessary to deliver quality services
Decipher the specific consumer behaviour aspects relating to
services
Enable service design through marketing research and
blueprinting for efficient delivery
Text Book:

Services Marketing- People, Technology, Strategy, 6th edition, Christopher
Lovelock and Jochen Wirtz and Jayanta Chatterjee, Pearson , 2007.
Reference Books:

Services Marketing, 5th edition, Valarie A. Zeithaml and Mary Jo Bitner,
Mcgraw-Hill, 2011. (Special Indian Edition)
Course Content
Topic
Reading
1. Understanding Service Markets
Chapter 1
2. The Gaps Model of Service Quality
Chapter 2 (Zeithaml)
3. Customer Behaviour in Service Encounter
Chapter 2 (Lovelock)
4. Service Quality
Chapter 14 (LoveLock)
5. Customer Expectation of Service
Chapter 4 (Zeithaml)
6. Designing and Managing Service Processes
Chapter 8 (Lovelock)
7. Balancing Demand and Productive Capacity
Chapter 9
8. Crafting the Service Environment
Chapter 10
9. Employees Roles in Services
Chapter 11 (Lovelock)
Chapter 12 (Zeithaml)
10. Relationship Management
Chapter 12 (Lovelock)
Assessment
Mid Term 1
Service Development Strategy
Case Study
Individual Assignment
Final Exam
25%
25%
10%
15%
25%
1. Mid Term and Final Exams: The mid term exam will include objective and
short answer questions to test the students’ knowledge of concepts taught in
class. The final exam will include objective as well as scenario questions where
students need to apply their knowledge of the concepts.
2. Case Study: The case study will be a group assignment where each group will
be given a case which they have to read, understand and answer questions
provided. Students will be tested on their analytical and interpretive ability.
Cases are due at the end of the semester
3. Service Development Strategy:
Structure: Group Assignment of 4-5 people
The Service Development Strategy will include a series of group assignments
leading to the development of a service. Further instructions, will be given
during the class progress.
4. Individual Assignment
The Individual Assignment will comprise of a Service Encounter Journal
and a Service Encounter Paper
DETAILS WILL BE PROVIDED IN WEEK 2
Attendance: This is a strategic level course. There are no marks for attendance
but students will lose 1 mark for every 3 classes missed.
Make-Up Exams: Make-up exams will not be allowed under any circumstances
except for serious medical grounds, which needs to be backed up by
documentation.