Services Marketing
Title: Services Marketing
Code: MKT307
Credit Hours: 3 C.H.
Prerequisite(s): MKT201
Classification: Major Restricted Elective Course
Course Description
This course focuses on knowledge needed to implement services
strategies for competitive advantage across industries. In addition to
traditional marketing mix (product, price, place, and promotion), this
course will thoroughly investigate service marketing in terms of
understanding and meeting customer requirements, aligning service
design and standards, delivering and performing services, and managing
service promises for establishing long term relationship.
Learning Objectives
 To understand the foundations of service marketing.
 To understand the need for services marketing to focus on
customers.
 To determine and respond to customer requirements.
 To align service design and standards.
 To know how to assess the delivery and performance of services.
 To be acquainted with how to manage service promises.
Learning Outcomes
Upon completion of the course, the student will have the knowledge and
skills to be able to:
 Apply a conceptual framework to study the customer and provider
“gaps” that exist in customer service and determine how to close
them.
 Be Familiar with consumer behavior in services.
 Determine customer perception and expectations of service.
 Recognize how to build customer relationships.
 Understand the impact of service failure and determine recovery
strategies.
 Determine the underlying concepts and stages of service
development and design.
 Identify the various factors necessary for appropriate service
standards.
 Recognize the strategic impact of physical evidence strategies.
 Appreciate the employees, customers, intermediaries, and electronic
channels role in the delivery of service.
 Recognize why and how service prices differ and how to develop
pricing strategies that link to the customer value.
Course Outline
No. of hours
Module/Topic
Week
Lecture
Practical
Module 1: Foundations for Services Marketing
Topic : Introduction to Services
1
3
Topic: Conceptual Framework: The Gap Model of
2
3
Service Quality
Module 2: Focus on the Customer
Topic: Consumer Behavior in Services
3
3
1
Topic: Customer Expectations in Services
4
3
1
Topic: Customer Perceptions in Services
Module 3: Understanding Customer Requirements
Topic: Building Customer Relationship
5
3
1
Topic: Service Recovery
6
3
1
Topic: Service Development and Design
7
3
1
Mid Term Examination
8
Topic: Customer-Defined Service Standards
9
3
1
Topic: Physical Evidence and the Service Scope
10
3
1
Module 4: Delivering and Performing Service
Topic: Employees’ and Customers’ Role in
Service
11
3
1
Delivery
Topic: Delivering Service Through Intermediaries
12
3
1
and Electronic Channels
Topic: Managing Demand and Capacity
13
3
1
Module 5: Managing Service Promises
Topic: Pricing of Services
14
3
1
Topic: Integrated Services Marketing
15
3
1
Communications
Final Examination
*Delivery mode of each module/topic will be determined by instructor and could
differ from one semester to the other.
Delivery
Mode
Internet/
Face to
Face*