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SERVICE MARKETING
Facilitator
Office

:
:

Academic Year
Schedule
Room

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:
:

Dr. Yulia A. WIdyaningsih, MBA

B 215 FEB UGM
yulia.widyaningsih@ugm.ac.id;
yulia.assignment@gmail.com
Aug 2015-Jan 2016
Thursday 07.00-09.30 WIB
U 305

COURSE DESCRIPTION
Course of Service Marketing is designed to equip students with theoretical
foundation, strategies and tools for delivering and performing services that
can provide sustainable competitive advantages for company. This course is
consisted of 4 main components of service marketing: foundation of
service
(introduction,
the
gap
model,
impact
of
service);
(behaviors, expectations, perceptions, research, relationship and recovery);
designing of service (innovation, standard and servicescape); and
delivering of service (roles of employee and consumer, pricing policy,
communication decision, channel strategy, and managing demand).

LEARNING OBJECTIVES
After completion of service marketing course, students are expected to be
able:
1. To understand the basic and advanced theories and approaches of
service marketing
2. To identify, to describe and to analysis service problems with proper
tools, tactics and research approaches
3. To design and to deliver a profitable service offering

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More specifically, a learning process is designed to improve 3C*plus of
abilities to students:
1. Comprehensive knowledge understandings: critical and deep
understanding toward four components of service marketing:
foundation of service, customer of service, designing of service, and
delivering of service.
2. Collaborative research skills: skills and abilities to conduct
qualitative and quantitative studies for identifying, describing and
taking decision.
3. Communication skill: ability to communicate ideas through written
and oral communication efficiently, effectively and attractively.
plus Conducting ethically as decision maker and problem solver in
service marketing.
LEARNING METHOD
This course utilizes a proactive student centered learning as follows:
1. Interactive lecturing: discussing of theory from literature. Reading
before class is a must and get involve in learning process.
2. Presentation of case: This is group presentation. They have to
present an assigned case from literature. Please describe the problem,
analysis and then take a decision on case problems.
3. Workshop: group of students have to deliver a presentation related to
service marketing case in Jogjakarta. Project 1 theme: voice of
customer; Project 2 theme: service blue print and recovery; Project
3 theme: delivering service; Project 4 theme: proposing new
innovative services.
4. Services Journal : each student has to make a service journal. It will
be assessed based on originality, critical thinking/ diagnosis,
completeness of documents, contributions.
REFERENCES
1. Zeithaml, Valarie A., Mary Jo Bitner and Dwayne D Gremler(2013).
Services Marketing: Integrating Customer Focus Across the Firm, 6th
edition, McGraw-Hill International edition, New York, USA. (A).
2. Lovelock, Christopher (2001). Services Marketing: People, Techonoly,
Strategy, 4th edition, Prentice Hall, Upper Saddle River, New Jersey,
USA. (B).
3. Kurtz, David L., and Kenneth E. Clow (1998). Services Marketing, John
Wiley & Sons Ltd., Chicester, England. (C).

SCHEDULE

Date
27 Aug 2015

Meeti
ng
1

Material
Syllabus explanation.

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Introduction to services
Conceptual framework of service quality
Group 1:Zappos.com

03 Sept 2013

10 Sept 2015

Consumer behavior in services

Group 2: Merrill Lynch

17 Sept 2015

Consumer expectations and perceptions of service

Workshop of Project theme 1: Customer voice for
complaint and critiques

01 Oct 2015

08 Okt 2015

12 Oct-24 Oct
29 Oct 2015

05 Nov 2015

12 Nov 2015

19 Nov 2015

10

26 Nov 2015

11

03 Dec 2015

12

10 Dec 2015

13

21 Dec 15-09 Jan 16

EVALUATION/GRADING
Presentation
Workshop
Final paper
A :
B :
C :
D-:

90-100
75-79
60-64
45-49

A-

Listening through customers

Group 3: JetBlue
Building customer relationships
Group 4: Museum of fine art
MIDTERM EXAM
Service recovery
Workshop of Project theme 2: Customer voice for
complaint and critiques
Service innovation and design
Group 1:Hongkong Disneyland
Customer-defined standard and physical evidence
Group 2: Caterpillar
Employees roles in services
Workshop of Project theme 3: excellent service people
appearance and performance
Customers roles in services
Group 3: Shouldice hospital
Delivering through intermediary and demand
Group 4: ERG international
Pricing of services
Workshop of Project theme 4: propose new innovative
service provider
FINAL EXAM

: 10%
: 20%
: 20%

Midterm exam
Final exam

: 85-89
B: 70-74
C: 55-59
E
: 25-44

B+

: 25%
: 25%
: 80-84
C+
: 65-69
D
: 50-54
F
: 0-24

REGULATIONS

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Students are mature people, thus they have to behave professionally

and ethically.
Students have to obey all of regulations from FEB UGM such as
clothing, attendance, and academic rules.
During the learning process, students have to turn off their mobile
phone (or keep in silence) and they should avoid negative or negative
or contra productive behaviors.
Please attend the class on time, attendance more than 10 minutes is
not allowed.
Plagiarism, cheating, falsification signature on attendance list and
others ethics violations are extremely prohibited, and the offender will
get F grade and not pass this course.
We are learning partner for achieving our common best performance.

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