Service Marketing
Instructors :
Schedule :
Miss/ Sally Ragheb
Thursday 09.00 AM : 12.00 P.M. (Room D431)
Course Objectives
This Course is designed to achieve the following objectives:
1- Helps students realize the important role service organizations play in the economy
as well as the critical role of customer services in any organization.
2- Outlines the differences between service marketing and goods marketing, which in
turn requires the use of different strategies and tactics
Course Description
The course addresses the different characteristics of services, resulting from their
special nature and how to deal with this nature by different strategies and tactics.
Moreover, the course stresses the importance of customer service, in any organization,
as a tool for gaining competitive advantage.
Text book
Service Marketing by Valarie Zeithaml, Mary Bitner and Dwayne Gremler
Articles :
Students may be assigned some articles.
Course Topics
Week
1
2
3
4
5
6
7
8
9
10
11
12
Topic
Services: An Introduction
Differences between goods and services
Continuous Assessment 1+ the gaps model of
service quality
Consumers behaviour in services
Continuous Assessment 2 + Customers
expectations of services
Revision + Customers perceptions
Mid term Exam
Building customers relationships
Service recovery
Continuous Assessment 3…+ Service development
and design
Customer defined service standards
Continuous Assessment 4+ Physical evidence
Assignment
Chapter (1)
Chapter (1)
Chapter (2)
Chapter (2)
Chapter (3)
Chapter (4)
Chapter (6)
Chapter (7)
Chapter (8)
Chapter (9)
Chapter (10)
13
14
15
16
Roles of employees/customers / intermediaries in
service delivery
Service Marketing Communication/ Pricing
Customer gaps model of service quality+ revision
Final Exam
Chapter (11)(/(12)/13
Chapter (15)/ (16)
Chapter(18)
Grading System
Continuous Assessment (4 assessments) *
20 %
Mid term Exam
20 %
Final Exam
60 %
Teaching Philosophy
The teaching method will be a combination of lecture, class discussions assigned topics, and
explanation. Individual participation by students in class room is strongly encouraged. The
student is expected to read the materials prior to attending the class.
Please Note
1- To be allowed to set the exam you must attend 75% of lectures and tutorials.
2- Late submission of assignments are penalized
3- Please study the regulations thoroughly or if in doubt ask the instructor
With our Best wishes
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