UNIVERSIDAD DE ESPECIALIDADES ESPÍRITU SANTO
FACULTAD DE ESTUDIOS INTERNACIONALES
SYLLABUS
ENGLISH VERSION
FOR DAC 11 VER 12 03 09
COURSE: Services Marketing
FACULTY: Nuria León Moral
# CONTACT HRS: 48
YEAR: 2011
DAYS: Monday to Thursday
ROOM #:F-207
CODE: UMKT 433
CREDITS: 3
#NON CONTACT HOURS: 96
PERIOD: Summer
SCHEDULE: 6:00-7:30pm
DATE: 06/06/2011
1. COURSE DESCRIPTION
This course will provide a clear understanding of the elements, process, issues, and
management involved in services marketing. Students will have the opportunity to examine
the nature of services, the differences between goods and services marketing, the
marketing mix for services, and the distinctive challenges and strategies required to
succeed within a service business.
2. - JUSTIFICATION
Over the duration of the course, the student would learn the basic theoretical concepts of
services marketing, applied orientation, resources, people, technology, strategies,
challenges, management and industry projection in services marketing.
3. - OBJECTIVES
3.1 GENERAL
 To comprehend the role and importance of services marketing in the global
Industry.
 To provide an overview of the key aspects of services marketing useful for further
studies and market applications.
3.2 SPECÍFIC
 To specifically describe and analyze the nature of services marketing, its process,
axles, concepts, factors (internal and external) and different scenarios.
 To be knowledgeable about services marketing for effective and proactive decisionmaking regarding services.
 To prepare for the challenges in services marketing and gain an efficient
management to succeed in the business.
4. - COMPETENCIES
 To define the meaning, importance and the role of services marketing in the
Industry.
 To compare and determine the differences between products and services
marketing.
 To review the services marketing mix and the services focus on the customer.
 To recognize and illustrate the factors influencing the behaviour of buyers.
 To evaluate the marketing environments and its impact on service decision-making
and results.
 To figure and explore the strategic issues of services marketing and the challenges
of senior management in services marketing.
 To elaborate a project which involves critical thinking, evaluation, and formulation of
new ideas for the development and improvement of services marketing at local
and/or international level.
5. - COURSE CONTENT OUTLINE
DATE Specific
competencies
Content
July 4
-Introduction of
the course:
Profiles,
Syllabus
Review.
-The student
registers the
course aim,
content &
methodology.
-The student
demonstrates
the ability to
brainstorm and
knowledge
about services
marketing.
July 5
-The student
defines
services
marketing.
-The student
recognizes the
importance
and role of
services
marketing.
July 6
-The student
understands
the key
-What are
services?
Homework/projects/assignments
(Non-Contact Hours)
ASSESSMENT
(performance
indicators)
-Introduction of the students and teacher.
-Discusses in
class to
elaborate the
definition of
services
marketing.
-Review bibliography: services marketing books and
pdfs required (1 hour of class)
-Class
participation
and level of
brainstorming.
-Why Services
Marketing?
-Introduction of
Services
Marketing.
- Read and Study Chapter 1 (pg.1-18) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
-Understanding
services
marketing.
-Exercises
within
classmates
about services
marketing.
.
-Analysis of the
characteristics of
services
-Level of
participation in
class. Critical
thinking.
- Read and Study Chapter 1 (pg.18-29) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
-Composes and
classify list of
the services
elements of
services
marketing.
marketing.
-The student
contrasts and
values the
differences
between
product and
services
marketing.
-Differences in
goods versus
services.
Graw Hill. 3rd Edition.
marketing main
aspects and
characteristics.
-Diagrams of a
table comparing
and differing
goods from
services
marketing.
-The student
reviews the
services
marketing
Mix.
July 7
-The student
discovers to
focus on the
customer.
-The student
establishes the
factors that
influence
consumer
behaviour in
marketing of
services.
July
11
-The Consumer
behaviour in
services.
- Read and Study Chapter 2 (pg.31-56) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
-Inspects the
factors that
influence
consumer
behaviour in
services
marketing.
-Read and Study Chapter 3 (pg.59-81) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
-Assess cases
and examples
regarding
customer
expectations of
Service.
-Internal and
external factors:
culture,
technology,
values.
-Customer
expectations of
service.
-People’s
desires: level of
expectations.
-Bring to class a written analysis of a case study
regarding marketing services. (1,500 words)
-Students
proposals: How
would solve the
problem? How
would they
make it
different?
July
12
-Customer
perceptions of
service.
-Satisfaction
versus service
-Read and Study Chapter 4 (pg.83-115) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
-Exercises
applied to the
way the
customers
perceive a
service.
quality.
-Group work in
class.
July
13
-The student
identifies and
applies the
Servuction
Model/System.
-Description of
the Servuction
Model/System.
-Explain the value and importance of Servuction
-Apply the
Model/System. (Hoffman &
servuction
Bateson).http://www.scribd.com/doc/32066617/6- model/system in
a specific case
the-Servuction-Model (pgs.3)
or company.
July
14
-The student
would register
all the aspects
that involve to
effectively
listening to the
customer
requirements.
-Description of
customer
requirements:
The market
research
program for
services
marketing.
-Read and Study Chapter 5 (pg.119-154) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
-Exposes how
would the
market research
program would
be used
specifically:
Does it differ
from case to
case?
- Description of
customer
requirements:
Building
customer
relationships
-Read and Study Chapter 6 (pg.156-182) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
- Measures the
impact of
building
customer
relationships in
the business
success.
- Description of
customer
requirements:
Service
Recovery.
-Read and Study Chapter 7 (pg.185-212) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
July
18
July
19
July
20
-The student
review
strategies,
designs, and
standards in
services
marketing.
-Bring to class a written explanation and analysis of
the services marketing mix used in a company and its
focus on the customer. (3,000 words).
-Service
-Read and Study Chapter 8 (pg.217-247) Services
development and Marketing, Integrating Customer Focus Across the
design.
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
-Group work:
Creates a plan
of service
recovery.
-Distinguishes
the way in
which elements
of development
and design
influences
services
marketing.
July
21
-Customerdefined service
standards.
-Read and Study Chapter 9 (pg.251-279) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
July
25
-Physical
evidence and the
servicescape.
-Read and Study Chapter 10 (pg.280-308)) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
-Explores the
servicescape
sector.
- Employees
roles in service
-Read and Study Chapter 11 (pg.313-346) Services
Marketing, Integrating Customer Focus Across the
-Debate in
class.
July
26
- The student
discovers the
framework and
significance of
delivering and
performing an
efficient
service.
July
27
July
28
delivery.
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
-Review for the
midterm exam.
Evaluate
Aug 1
Mid-term
Exam
-Taken written
evaluation in
Class.
-Review of the
midterm exam.
Grades.
-The student
discovers the
framework and
significance of
delivering and
performing an
efficient
service.
-The customer
roles in service
delivery.
-Tools for
service
marketers.
-Read and Study Chapter 12 (pg.350-375) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
- Read: Services Marketing: People, Technology,
Strategy. Christopher H. Lovelock and Jochen
Wirtz (Jan 29, 2010). 7th Edition.
Aug 2
-Delivering
service through
intermediaries
and electronic
channels.
-Read and Study Chapter 13 (pg.378-409) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
- Experiments
with electronic
channels.
Aug 3
-Integrated
services
marketing
communications.
-Read and Study Chapter 15 (pg.441-474) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
-Create an
integrated
services
communications
plan for a
specific
company.
Aug 4
-Pricing of
services.
-Read and Study Chapter 16 (pg.476-504) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
- Positioning a
service in a
market place.
-Read and Study Chapter 14 (pg.410-437) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
- Read: Services Marketing: People, Technology,
Strategy. Christopher H. Lovelock and Jochen
Aug 8
-The student
figures and
explores the
strategic issues
of services
marketing and
- Managing the
customer
the challenges
for senior
management
in services
marketing.
Aug 9
portfolio,
demand and
capacity.
Wirtz (Jan 29, 2010). 7th Edition.
-Improving
service quality
and
productivity.
- Read: Services Marketing: People, Technology,
Strategy. Christopher H. Lovelock and Jochen
Wirtz (Jan 29, 2010). 7th Edition.
-Organizing
and
Implementing
the marketing
effort.
Aug
10
Aug
11
Aug
15
-The student
elaborates a
challenging
project which
involves
critical
thinking,
evaluation,
and
formulation
of new ideas
for the
development
and
improvement
- Bring to class a written analysis of a case study
regarding delivering and performing an efficient
service. Identify also its strategies and management.
(3,000 words)
-The financial
and economic
effect of services
-Read and Study Chapter 17 (pg.507-529) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
-The integrated
gaps model of
service quality.
-Read and Study Chapter 18 (pg.531-540) Services
Marketing, Integrating Customer Focus Across the
Firm. Valarie A. Zeithaml and Mary Jo Bitner. Mac
Graw Hill. 3rd Edition.
-Case studies of
services
marketing:
Fedex, United
Airlines,
Citibank,
Domino’s Pizza.
- Read: Services Marketing: People, Technology,
Strategy. Christopher H. Lovelock and Jochen
Wirtz (Jan 29, 2010). 7th Edition.
-Class work and
the students
interpret the
case studies.
-Final Project.
-Submit written work of the final project.
-Project class
presentation.
of services
marketing at
local and/or
international
level.
Aug
16
-Final Project.
-Submit written work of the final project.
-Project class
presentation.
Aug
17
-Final Project.
-Submit written work of the final project.
-Project class
presentation.
Aug
18
Aug
22
-Review for the
final Exam.
Final Exam
Evaluate
Aug
23
-Taken written
evaluation in
Class.
-Review of final
Exam. Grades.
6. - METHODOLOGY
 Attendance & Punctuality is of vital importance.
- 6 absences permitted. At the 7th the student fails.
- 5 minutes late is one absence.
- 5 delays equal to 1 absence.
 Participation in class. Student’s interaction and dynamism would be graded.
Discussion and critical thinking are essential.
 Complete homework, readings, research, projects and class activities on
each topic.
 Positive and effective group work performance.
 Prepare for pop quizzes.
 Pass (minimum 70/100) mid-term & final exam
7. - EVALUATION
7.1 Assessment Criteria




Class discussion: student’s critical thinking about the different topics of services
marketing.
Analysis of the aspects of services marketing and create their own criteria of
how can they used them in a competitive market.
Synthesis of the strategic and main points of services marketing.
Innovative application of the concepts of services marketing in an original
project.
7.2 Performance Markers











Determines the definition of services marketing and its role in the market.
Describes the differences between products and services marketing.
Applies the services marketing mix.
Identify the factors that impact customer behaviour in services marketing.
Describes the main aspects that involve to effectively listening to the customer
requirements.
Recognizes the resources and tools used for an efficient delivering and
performing service.
Verifies the strategies, management and challenges of services marketing for a
successful business.
Develops Capacity of Selection and decision-making of it project.
Uses intellectual and practical skills to elaborate a formal, original and innovative
written project and presentation.
Submits the written project.
Presents the project in class.
7.3 Weighting




Homework, Research, Readings & Quizzes
Critical Thinking & Class Participation
Oral Presentation -Final project:
Mid-term & Final Exam
25%
25%
25%
100%
8. - BIBLIOGRAPHY
8.1 Required .
 MAIN TEXTBOOK(s): “Services Marketing, Integrating Customer Focus Across the
Firm”. Valarie A. Zeithaml and Mary Jo Bitner. Mac Graw Hill. 3rd Edition.
 MAIN TEXTBOOK(s): “Services Marketing: People, Technology, Strategy”.
Christopher H. Lovelock and Jochen Wirtz (Jan 29, 2010). 7th Edition.
8.2 Complementary
 Scholarly Journals described during the course (Proquest).
 It is fundamental that the student permanently is researching and bringing material
of examples to discuss in class: news articles, advertisements, videos, case studies
and more.
8.3 Hand-outs
 Will be given during the class.
8.4 WEBliography
 Proquest:http://proquest.umi.com/pqdweb?RQT=301&UserId=IPAuto&Passwd=IPA
uto&AUID=443421
 Google Scholar: http://scholar.google.com/
 You Tube: http://www.youtube.com/
 Scribd: http://www.scribd.com/doc/32066617/6-the-Servuction-Model
9. - FACULTY INFORMATION
NAME: Nuria Maité León Moral
ACADEMIC QUALIFICATIONS:
2010- Post-Graduate Diploma in Business Administration at the London College of
International Business Studies (LCIBS). London, United Kingdom.
2009- MA in Media Management at the University of Westminster. London, United
Kingdom.
2002- Bachelors Degree in Communications: International Journalism. Minor in
Corporative Communications. Universidad de Especialidades Espíritu Santo.
Guayaquil, Ecuador.
1998- International Studies. AFS Exchange Student at Mulernes Legatskole. Odense,
Denmark.
E-mail: leonnuria09@gmail.com
Twitter: @NuriaLeonM
10. - FACULTY SIGNATURE AND OR DEAN/DIRECTOR’S APPROVAL (SIGNATURE)
Prepared by: Nuria León Moral
Date: June, 2011
Reviewed by: Dean Monica Reynoso
Date: June, 2011