تيدوعسلا تيبرعلا تكلمملا
يلاعلا ميلعتلا ةرازو سيسعلادبع كلملا تعماج
ةيلك لامعلأا – غبار
KINDOM OF SAUDI ARABIA Ministry of Higher Education KING ABDULAZIZ UNIVERSITY COLLEGE OF BUSINESS-RABIGH(COB)
CREDITS ARABIC
CODE/NO ENGLISH
CODE/NO Course Title
TCH Tr.
Pr.
Th.
- 3 -
3 MRK 305
MRK 305 Services Marketing
MRK 152 Prerequisites
The course is [√ ] required [] elective The course is offered at [ ] 1st semester [√] 2nd semester
Course Description:
This course investigates the characteristics of services, strategic differences in the marketing of goods versus services, service standards, service quality measurement and management and customer satisfaction. Emphasis is placed on the integration of marketing, human resources, and operations within the service system. The course also provides students with knowledge needed to implement and maintain profitable service strategies.
Course Objectives:
Gain an appreciation for the unique challenges inherent in marketing and managing services.
Learn strategies, tools and approaches for addressing the unique challenges of service marketing and management.
Develop essential service quality knowledge and skills and be prepared to apply them in an actual business context.
Become a more sensitive and effective manager and consumer through understanding the complexities of service design, delivery, and communication.
Become aware of the inter-functional coordination necessary to deliver quality service.
Scientific Contents:
Service economy.
Services characteristics.
Services marketing mix.
Service processes design and management.
Service strategies and implementation.
Complaint handling and service recovery.
Service quality and productivity.
Course Outcomes:
By the end of this course, students should be able to:
Articulate the role and importance of services in the global economy.
Identify the unique challenges involved in marketing and managing services.
Know the expanded marketing mix for services and the philosophy of customer focus.
Appreciate the role of employees (and often customers) in service delivery, customer satisfaction and service recovery.
Align service and design standards to meet customer requirements.
Explain how to deliver service while managing demand and capacity.
Assessment Methods:
Exams.
Participation.
Assignments / Cases.
Projects.
Text Book:
Services Marketing, by Lovelock, C. and Wirtz, J., Published by: Prentice Hall, 7th edition (2011).
تيدوعسلا تيبرعلا تكلمملا
يلاعلا ميلعتلا ةرازو سيسعلادبع كلملا تعماج
ةيلك لامعلأا – غبار
KINDOM OF SAUDI ARABIA Ministry of Higher Education KING ABDULAZIZ UNIVERSITY COLLEGE OF BUSINESS-RABIGH(COB)
Supplementary References:
Services Marketing, by Zeithaml, V. A., Bitner, M. and Gremler, D. D., Published by: McGraw Hill, 5th edition (2009).
Time Table for Distributing Theoretical Course Contents
Week Topic Remark
1. New perspectives on marketing in the service economy 2. Consumer behavior in a services context
3. Positioning services in competitive markets
4. Developing service products: core and supplementary elements 5. Distributing services through physical and electronic channels 6. Setting prices and implementing revenue management 7. Promoting services and educating customers
8. Designing and managing service processes 9. Balancing demand and productive capacity 10. Crafting the service environment
11. Managing people for service advantage 12. Managing relationships and building loyalty 13. Complaint handling and service recovery 14. Improving service quality and productivity 15. Striving for service leadership
Final Exam
