Course Specification

(1)

T4 2022

Course Title:

Service Marketing

Course Code : MA2309 Program: Bachelor

Department:

Marketing

College:

College of Business

Institution:

Umm Al Qura University

Version:

2

Last Revision Date:

5/2/2023

Course Specification

T-104

2022

(2)

2

Table of Contents:

Content Page

A. General Information about the course 3

1. Teaching mode (

mark all that apply)

2. Contact Hours

(based on the academic semester)

3 B. Course Learning Outcomes (CLOs), Teaching Strategies and

Assessment Methods 4

C. Course Content 5

D. Student Assessment Activities 6

E. Learning Resources and Facilities 6

1. References and Learning Resources 6

2. Required Facilities and Equipment 6

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G. Specification Approval Data 7

(3)

3

A. General information about the course:

Course Identification

1. Credit hours:

3

2. Course type

a.

University

☐

College

☐

Department

☒

Track

☐

Others

☐ b. Required ☒ Elective☐

3. Level/year at which this course is offered:

6th level

4. Course general Description

Services’ marketing introduces students to state-of-the-art research and practice in services marketing. This course emphasizes discussion of the field’s most current services marketing concepts, principles, and theories. Application of services marketing concepts to actual business situations is through case analysis and outside projects.

5. Pre-requirements for this course (if any):

Retail Management – Sales Management

6. Co- requirements for this course (if any):

7. Course Main Objective(s)

 To provide an in-depth appreciation and understanding of the unique challenges inherent in managing and delivering quality services. Participants will be introduced to and have the opportunity to work with tools and strategies that address these challenges.

 To develop an understanding of the “state of the art” service management thinking.

 To promote a customer service-oriented mindset

1. Teaching mode (

mark all that apply)

No Mode of Instruction Contact Hours Percentage

1. Traditional classroom 80%

2. E-learning 20%

3.

Hybrid

 Traditional classroom

 E-learning 4. Distance learning

(4)

4

2. Contact Hours

(based on the academic semester)

No

Activity Contact Hours

1. Lectures 30

2. Laboratory/Studio 3. Field

4. Tutorial 5. Others (specify)

Total

30

B. Course Learning Outcomes (CLOs), Teaching Strategies and Assessment Methods

Code Course Learning Outcomes

Code of CLOs aligned with program

Teaching Strategies

Assessment Methods 1.0 Knowledge and understanding

1.1

Define the

fundamentals of services marketing

K1

Lectures

Quiz - homework- powerpoint presentation- mid-tem and final exam

1.2

Identify and analyse

the various

components of the services marketing mix (7Ps)

K2

Lectures

…

2.0 Skills

2.1

Analyze services marketing and how companies can take advantage of such knowledge to enhance sales in business

organizations

S1

Lectures

2.2

Demonstrate ability to work effectively in

S2

Lectures

Quiz - homework- powerpoint presentation-

(5)

5

Code Course Learning Outcomes

Code of CLOs aligned with program

Teaching Strategies

Assessment Methods group assignments

and projects.

mid-tem and final exam

…

Demonstrate

effective written, verbal and nonverbal communication skills for services.

S3

Lectures

3.0 Values, autonomy, and responsibility

3.1

Recognize life-long learning is a necessity as well as a responsibility of every Graduate.

V1 Class

Discussions on issues and case studies

3.2

Work effectively in groups and exercise leadership

V2 Group Report

and

Presentation ...

C. Course Content

No List of Topics Contact Hours

1. Introduction to Services Marketing 3

2. Consumer Behavior in a Service Context 3

3. Positioning Services in Competitive Markets 3

4. Developing Service Product:

Core and Supplementary Elements 3

5. Designing Service Processes 3

6. Distributing Services Though

Physical and Electronic Channels 3

7. Developing Service Product:

Setting Prices and Implementing Revenue Management 4

8. Promoting Services and Educating Customers 4

9. Designing and Managing Service Processes 4

10. Final ---

Total 30

(6)

6 D. Students Assessment Activities

No Assessment Activities *

Assessment timing (in week no)

Percentage of Total Assessment Score

1. midterm exam 8th 25%

2. assignments and Group Project N/A 25%

3. Attendance and participation All Week 10%

4. Final Exam 13th 40%

...

*Assessment Activities (i.e., Written test, oral test, oral presentation, group project, essay, etc.)

E. Learning Resources and Facilities

1. References and Learning Resources

Essential References

Essentials of Services Marketing, 2nd Edition Jochen Wirtz, National University of Singapore Patricia Chew, SIM University in Singapore.

Christopher H Lovelock

Supportive References Journals, Reports, etc.

Electronic Materials black board platform, webex

Other Learning Materials

such as computer-based programs/CD, professional standards or regulations and software.

MS Excel, PPT presentation used in class in teaching was provided

2. Required Facilities and equipment

Items

Resources

facilities

(Classrooms, laboratories, exhibition rooms, simulation rooms, etc.)

A good classroom is important along with presentation facilitates such as data show.

Technology equipment (projector, smart board, software)

● blackboard

● Data show

● internet connection

● large room for student

● projector

Other equipment

(depending on the nature of the specialty) N/A

(7)

7 F. Assessment of Course Quality

Assessment Areas/Issues Assessor Assessment Methods

Effectiveness of teaching

Chair, Students, External Stakeholders

Department and quality committee

Open discussions with the students

Anonymous surveys

Effectiveness of students assessment

Checking marking by the students themselves if it’s possible

Using the help of other members in reviewing the assignments/exams

Quality of learning resources

Review of course portfolios

Instructor assessment by students

The extent to which CLOs have been achieved

Course specifications are periodically reviewed at the departmental level.

Courses are updated periodically and compared to the benchmark standards.

Other

Assessor (Students, Faculty, Program Leaders, Peer Reviewer, Others (specify) Assessment Methods (Direct, Indirect)

G. Specification Approval Data

COUNCIL

/COMMITTEE

MARKETING DEPARTMENT

REFERENCE NO.

DATE

5/02/ 2023