BU 230 Services Marketing

Instructor: Richard Hemmann

Hours: 69

Meeting times: TBA

Credits hours: 6

Course description:

Methodology:

This course identifies and addresses the unique challenges and opportunities faced by managers of services.

The course is based on the conceptual framework of the GAPs Model of service quality and focuses customer relationship building.

Students learn key concepts and approaches to services marketing and practice developing solutions in hands-on exercises throughout the course.

The course is delivered in a structured classroom setting consisting primarily of lectures and in-class activities.

The activities include small group exercises, case studies, presentations, and group discussions.

Students are expected to act as professionals in a business setting.

Course outcomes:

Upon successful completion of this course students will have:

• A good understanding of the characteristics of services and resulting implications
• A thorough understanding of the GAPs Model of service quality and how it is applied
• An awareness of challenges , opportunities, and current developments in services marketing
• Improve oral and communication skills and presentation skills
• improve competencies in analysis, research, and problem-solving 

Topics:

Services marketing mix, Gaps Model of service quality, consumer behaviour, customer expectations and perceptions of service, marketing research, customer relationships, service recovery, service development, physical evidence, delivering and performing services, yield management, integrated communications and services, pricing, linking services to profit

Evaluation:

Attendance/participation 15%, individual assignment 10%, group assignment 25%, mid-term examination 25%, final examination 25%

A requirement of 60% is to be achieved in all areas for Certificate/Diploma

Resources used:

Services Marketing; Valerie A. Zeithaml, Mary Jo Bitner, Dwayne D Gremler. New York: McGraw-Hill, 2006.