Download Applied Services Marketing

Applied Services Marketing MK 515
Applied Services Marketing
MK 572
- Course Outline -
Objective
Lecturer(s)
Times
Format
Programme(s)
This course builds on the student’s understanding of services at
undergraduate level. It also introduces contemporary issues, which are
influencing the evolution of services both academically and in practice.
The course addresses critical issues such as service design and service
recovery, as well as recent developments in the services literature, and the
role of the front line employee as service creator.
Name
Office
Ext
E-mail
Dr.
Natasha
Evers
Room 333
Cairnes School
2788
[email protected]
Prof. Aidan
Daly
Room 305
Cairnes School
2548
[email protected]
Day
Time
Venue
Wednesday
9.1511am
CA117, Cairnes Building
Lectures
This course comprises one two-hour lecture across 12 weeks (Semester II),
incorporating one two-hour Dramaturgy workshop.
1AB1 (MSc. Marketing)
The final grade will be calculated as follows:

50% Continuous assessment (CA)

50% Final Exam
Assessment
Workload
Course
Readings
CA to be agreed
Note: A minimum of 35% is required in the final written examination before
marks for continuous assessment can be included in the determination of
the overall mark for the subject.
Credit weighting:
5 ECT
Lecture hours:
22
Dramaturgy workshop:
2
Examination:
2
Required Reading:
Wilson, A., Zeithaml, V. A., Bitner, M.J. & Gremler, D. (2008) Services
Marketing: integrating customer focus across the firm, 1st European Edition,
London: McGraw Hill.
Recommended Reading:
Fisk, R.P., Grove, S.J., John, J. (2008) Interactive Services Marketing, 3rd Edition,
Applied Services Marketing MK 515
New Yok: Houghton Mifflin Company.
In addition, you will be required to read additional academic journal articles
which will support or address the material in your core textbook. Students
are expected to read assigned course material in advance of class.
Part 1 : Aligning Service Design and Standards
13th January 2010
Ch 8 Service Development and Design
Ch 9 Customer Designed Service Standards
21st January 2010 (Thursday 911am)
Reading: Services Marketing (Ch. 8) by Lovelock, C. and
Vandermerve, S.
27th January 2010
Ch 10 Physical Evidence and the Servicescape
Part 2 : Delivering and performing Service
3rd February 2010
Ch 13 Delivering service through intermediaries
10th February 2010
Ch 14 Managing demand and capacity
17th February 2010
Ch 15 Service Recovery
Part 3 : Delivering and performing Service
24th February 2010
Ch 16 Integrated Services Marketing Communications
March 3rd 2010
Improvisation workshop : Reading ‘An application of Forum Theatre
in Services’ by Aidan Daly
Ch. 17 Pricing of Services
March 10th 2010
Ch 18 The Financial Impact of Service Quality
March 24th
Marketing services internationally - Articles to be advised by Prof.
Aidan Daly
March 31st
Course review