Download BM3505/BM305 SERVICES MARKETING

BM3505/BM305
SERVICES MARKETING
_________________________________________________________________________
Course Description and Scope
The services sector has become a vital one for both developed and developing countries as its
contribution to GDP and employment grows progressively each year. At the same time, business
model innovations and information technology advancements continually create new services and
opportunities to provide high value to customers and employees at lower costs. Even manufacturing
and technology industries are compelled today to rely on services and service quality to gain
competitive advantage. Studying services marketing is, therefore, indispensable regardless of the
industry one chooses to work in as services pervade the world around us.
This course builds on the knowledge and understanding that you have gained from your basic
marketing course. It acquaints students with the unique challenges inherent in the marketing of
services, and the concepts, tools and strategies needed to address them. The course takes a multidisciplinary view of a firm’s strategies to attract, satisfy and retain customers and employees in ways
that increase long-term profitability and shareholder value. Through a blend of interactive lectures,
group projects, individual assignments and class discussions, theory and practice are juxtaposed to
enhance your learning and appreciation of services marketing across a variety of industries.
Course Learning Objectives
The course is designed for the advanced learner who views the outcomes in far more serious terms
beyond the obvious utility of meeting graduation requirements. So, as you take up studying this
course, you will want to consider the following learning objectives that you should expect to achieve
by the end of the course:
1. Appreciate the unique challenges involved in marketing and managing services, and learn the
strategies and tools to deal with these challenges.
2. Develop in-depth understanding of the key concepts of customer experience, service quality,
ownership quotient, customer satisfaction and customer loyalty.
3. Gain an integrative view of marketing and other functional areas, in particular, operations and
human resource management.
4. Become better and more discerning consumers.
Course Assessments
Components
Service Encounter Journal
Experiential Learning Project
Class Participation
Final Examination
Total
Marks
20
30
10
40
100
Individual / Group
Individual
Group
Individual
Individual
Page 1
Distributed by Nanyang Business School, Nanyang Technological University. All Rights Reserved.
Textbook
Services Marketing: Integrating Customer Focus Across the Firm
Valerie A. Zeithaml, Mary Jo Bitner & Dwayne D. Gremler (ZBG)
McGraw-Hill (6th Edition) 2013
(http://highered.mcgraw-hill.com/sites/0078112052/student_view0/)
(Call No.: HD9980.5.Z48s 2013)
Proposed Weekly Schedule
Week
1
2
3
4
5
6
7
8
9
10
11
12
13
14
Topic
Introduction
The Big Picture I
The Big Picture II
Understanding Customers I
Understanding Customers II
Romancing Customers
Creating the Customer Experience
RECESS WEEK
Designing the Customer Experience I
Designing the Customer Experience II
Designing the Customer Experience III
(E-learning)
Managing Service Promises
Service Branding
Service Leadership
Guest Speaker
Course review And feedbacks
Page 2
Distributed by Nanyang Business School, Nanyang Technological University. All Rights Reserved.