SERVICES MARKETING
COURSE OBJECTIVES
The purpose of this course is to introduce, discuss, and analyze several topics important to service organizations. The
course is designed to help students understand the unique characteristics of services, the marketing challenges created
by these characteristics, and effective ways to address these challenges. The delivery of a service of excellent quality is
a critical element in the development of customer satisfaction and the long-term success of an organization (services or
goods based). Consequently, service quality (and its measurement) is addressed as an important component of the
services marketing strategy.
Students attending this course will be able:
- To understand the unique challenges involved in marketing and managing services;
- To identify differences between marketing in service versus manufacturing organizations and to understand how
"service" can be a source of competitive advantage;
- To identify and analyze the various components of the "services marketing mix" (the 7 P's);
- To appreciate the role of employees and customers in service delivery, customer satisfaction, and service recovery;
- To understand the role of blueprinting in managing and designing service processes;
- To understand the role of physical evidence in the service encounter;
EVALUATION COMPONENTS
Assignments
Assignment 1: Visual Illustration of Course Concepts
Assignment 2: Service Report
Assignment 3: Service Blueprint
Case Studies
There will be three or four case studies to be analyzed, solved and discussed in this course. Two groups will be
randomly selected to present the case. However, every student must be prepared for the case discussion and for a
constructive participation in the class discussion.
Starbucks: delivering Customer Service
Shouldice Hospital Limited
McDonald's Corp. (Condensed) & Burger King Corp.
COURSE OUTLINE
TOPICS
1
2
Introduction to the course and the importance and nature of services
3
Service Quality: doing the service right the first time
4
Understanding Customer Expectations
The Marketing of Services (course framework)
CASE: Starbucks: delivering Customer Service
5
6
7
Customer Role in Service Delivery
8
Marketing to New Customers: the service offer and service design
Service Recovery: doing the service right the second time
Manufacturing the Service
Case: Shouldice Hospital Limited
9
10
Marketing to New Customers: physical evidence
11
Marketing to New Customers: contact personnel and marketing to employees
12
Managing demand and productive capacity
Marketing to New Customers: price & communications
Cases: McDonald's Corp. (Condensed) & Burger King Corp.
13
14
International Services Marketing
Presentation of assignments