College of Business Administration

Department of Management

Course Syllabus
Semester: Fall Academic Year: 2015/2016

Course Title: Services Marketing

Course code: 0302372
Credit Hours: 3 hours
Prerequisites: Principles of Marketing
Faculty Member:
Name Dr. Mohammad A Al-hawari
Email malhawari@sharjah.ac.ae
Contact Office 3595
Telephone.

Class Hours:
Days Time Room
MW 11:00-12:15

Office Hours:
Days Time Room
TBA TBA

Course Description:
This course focuses on the special issues related to the marketing of services compared to the
marketing of products. The students will learn the subtle differences involved in the marketing
process of services compared to products. The course provides the students with the
opportunities to discuss and analyze strategies of a cross-section of service organizations.
.

Course Learning Outcomes

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The intent of this course is to introduce, discuss, and analyze several topics and issues important
to service organization. In pursuing the course, students will be exposed to :

1. the various challenges involved in marketing and managing services;

2. Identify differences between marketing of services compared to goods-producing
organizations;
3. the various components of the services marketing mix in order to design a
comprehensive services marketing strategy
4. the key issues facing service organizations such relationship management, service
quality, and customer satisfaction

Alignment of Course Learning Outcomes to Program Learning Outcomes

Methods of Relationship to
assessment Program
Course Learning Outcomes Outcomes

Students who successfully complete this course will

:be able to
Explain the different challenges involved in Mid-Term Exam A1
marketing and managing services
Final Exam
Identify differences between marketing of Mid-Term Exam A1
services compared to goods-producing
organizations Final Exam

Apply the various components of the Service Encounter C6

services marketing mix in order to Journal and term
design a comprehensive services paper/project *
marketing strategy
Case Study
Discuss key issues facing service Mid-Term Exam A1
organizations such as relationship
management, service quality, and customer Case Study
satisfaction
Service Encounter
Journal and Term
paper/project
Final Exam
Textbook
Required: Christopher H. Lovelock & Jochen Wirtz, Patricia Chew Essentials of Service
Marketing, Prentice Hall (Upper Saddle River, New Jersey, 2009)

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Blackboard Resources
Students enrolled in this course will be given an access to a variety of internet resources, including
course material that will be posted on blackboard. Students are strongly advised to access course
material posted on blackboard for their learning. Course outline, power point slides, assignments,
marks, and other materials will be made available through blackboard.

Additional Useful Resources/References

Reference Books:

K. Douglas Hoffman & John Bateson, Services Marketing: Concepts, Strategies and Cases, Third
Edition (Thomson, South-Western, 2006)

David L. Kutz and Kenneth E. Clow, Services Marketing (New York: John Wiley & Sons, 1998)

Research Journals and other periodicals

Journal of Marketing
Journal of service management
Journal of marketing research
Journal of Consumer Research
Journal of international Marketing
Journal of business Research

Electronic Resources:
http://www.hubspot.com/marketing-statistics
http://blog.marketo.com/
http://www.unmarketing.com/
http://heidicohen.com/
http//www.businessweek.com

Teaching Methods
Lectures
Discussion
Group Project
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 Case Studies

Skills to be developed:
This course helps students in developing the following skills:
Communication (Oral &Written): Through discussions and Exams.
Analytical: Through case analysis.
Team Work: Through group work.

Grading Scale
Item Percent Due Date
Mid-term Exam 25
Case Study Analysis and Presentation 20
Or the service encounter diary project

Two Quizes 10
Final Exam 40
Classroom Engagement 5

Exams will be closed book/closed notes. Make-up exams are not given except under
very special circumstances.
The final exam will be a comprehensive

A students final grade is based on aggregated assessment and final exam results. Final evaluation
based on the following scale:

90-100 A
85-89 B+
80-84 B
75-79 C+
70-74 C
65-69 D+
60-64 D
Less than 60 F

Case study Project: The group case study project provides an opportunity to learn and to
demonstrate understanding of course materials in a creative way. Students will work in a
group of 2-4 members. Each group will be assigned a case study to analyze. Detailed
instructions about the case study analysis and presentation are outlined in Appendices.
You may choose your own groups. All members of a group will receive the same grade for
their collective work unless I am made aware of any serious free-rider problems.

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 Problem in Groups: Group project format help you learn how to be part of a team. It is
important then for you to work hard to make sure that your group does good work. You
are responsible for efforts to motivate other group members to do their part. Don't do all
the work by yourself; try to participate if you are shy; and try not to dominate the group if
you are not so shy. Most importantly, be a responsible group member. If members of your
group are shirking their duties then bring that to my attention early on. I will try to work
with the group to solve the problem. In the event that problems persist and a group
member is uncooperative or unduly difficult, the group may divorce that member, provided
that the problem was brought to my attention early and that real efforts were made to
solve the problem. This will cause the divorced group member to receive a zero on all
group assignments.

GUIDELINES FOR service encounter diary PROJECT

each student will keep a journal of service encounter experiences. Purpose of this
assignment is to understand and evaluate the service encounter (buyer-seller interaction)
from your perspective as a customer. We all have a number of service encounter each
week with everything from restaurants, banks, dry cleaners, doctors, libraries, air lines,
phone companies, auto-machines, hair stylist among others. You are required to
complete three (3) journal entry forms. One blank copy is provided in handout
No.2. Make four additional copies for yourself. Each entry will correspond to one
service encounter you have experienced during the last couple of months. The purpose of
the journal is to identify sources of customer satisfaction or dissatisfaction with the
services received. Collect a variety of types of incidents (e.g., do not do only restaurants
or movies) as well as some that you find satisfying and some that are dissatisfying. The
best way to complete your journal is you fill out the form immediately following a
particular incident. Do not try to do several incidents (or all three incidents) in a short
period of time. If you try to do entries from memory or do too many at one time,
the quality of the entries will suffer. Journal entries must be typed. Finally, develop a
written report in which the service encounter journal entities are analyzed and
synthesized. In this paper, identify in your own words the sources and actions that seem
to account for satisfaction or dissatisfaction with services rendered. As you analyze the
information contained in your service encounter journals, be sure to include and discuss
relevant course concepts using and referencing some of the services marketing literature
you acquired in class. Your final type-written report, about ten pages, should also include
(as an appendix) the copies of your three journal entries. Additional details are
reported in a separate handout.

GUIDELINES FOR CASE STUDY ANALYSIS PROJECT

Case analysis project

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 (Written report and oral presentation are required)

(20 marks)
The case analysis project will be a team or individual effort. Cases as well as the
due date will be assigned to the different groups by me over the period of the
academic term. There are two components to this project. The first component is
to analyze the case thoroughly based on the questions that will be provided to help
you. You will prepare a typewritten report according to the below format. The
written report part is worth 10 marks. The second component of the project is an
oral presentation ( see the assessment criteria of your presentation skills bellow).
Each team must prepare a presentation on the assigned project case or a given
topic. The presentation will be made during class time and you will be allocated
time accordingly. It should be no longer than fifteen (15) minutes including question
time and every member of the group must participate in the presentation. The
presentation case is worth 10 marks

The case written report

Synopsis: Each note begins with a brief summary of the case

situation and the nature of the issue(s) faced by the company. (2
marks)

Study Questions: The questions can be used explicitly in the

assignments as a guide for structuring the discussion.

Analysis: The analysis of each case is typically centered on the

study questions. (6 marks)

Closing Comments: a brief commentary on one or more

important issues raised by the case. These can be used as the
basis for an end-of-case (2 marks)
Assessing Oral Presentations
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1- Audibility
Can you hear clearly throughout?

2- Pace
Is the pace of the speech, or flow of
ideas, too fast or too slow?

3- Fluency
Is the speech pattern fluent,
indicating familiarity with the
material and rehearsal of delivery?

4- Tone and Energy

Is there sufficient variation in tone?
Does the presenter seem
enthusiastic?

5- Eye Contact
Is the presenter making eye contact
across the audience and avoiding
becoming note-bound?

6- Body Language and Gesture

Is the presenters posture upright
and confident? Does their
movement and gesture enhance,
not distract from, what they are
saying?

7- Appropriateness to the Audience

Is the content and approach
relevant, interesting and engaging?

8- Structure and Cohesion

Was the structure clearly outlined?
Is the order logical and easy to
follow? Is it signposted throughout?
Is the balance of various elements
effective? Is timing accurate?

9- Use of Visual Aids

Is there a suitable amount? Are
they easy to read? Do they
effectively support the oral
delivery? Does the presenter use
them competently

Rules To Be Adhered To
Students should take responsibility in their own learning.
Attendance is vitally important to student success. The university policy on class attendance
will be strictly implemented.

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 Students are expected to do the required readings prior to coming to class.
Students are expected to use a variety of references in their assignments (e.g., books, on-line
sources, journal articles).
Late submission of assignments will be penalized.
Students are expected to keep copies of their assignments for their own record and later
references.
Proper Referencing and Plagiarism: All submitted assignments are expected to be properly
referenced. Plagiarised assignments will be penalised. Plagiarism is the copying of another
persons ideas or expressions without appropriate acknowledgment and presenting these ideas
or forms of expression as your own. Plagiarism includes copying any material from books,
journals study notes or tapes, the web, the work of other students, or any other source
without indicating this by quotation marks or by indentation, italics or spacing and without
acknowledging that source by footnote or citation. Plagiarism also includes the use of the
work of other students as your own without acknowledgment. The College and University
regard plagiarism as an extremely serious academic offence and will impose penalties.
Assignments, reports, and any other material used for assessment purposes should be
submitted through the Blackboard Systems SafeAssign.
Students who are late for more than 10 minutes will be allowed to sit for the class but will be
marked as absent in the attendance record.
In case of absence, students are responsible for the material covered in the missed class.
Students cannot leave the class during lecture time.
Mobile phones must be switched off during class.
No phones will be allowed during the exams.
Communicating with other students during exams will be treated as a case of cheating, and
will result in an "F" grade. Other measures may also be taken according to University rules.
Course Topics Per Week
Week Reading Assignment and
Topic events
1&2 Introduction to service marketing Chapter 1
3 Customer Behavior in Service Encounters Chapter 2
4-6 Developing Service Concepts: Core and Supplementary Chapter 4
8
 Elements
7-8 Chapters 5
Distributing Services through Physical and Electronic

Channels
8-9 Developing and managing services process Chapters 8
Mid term exam
10 managing Relationships and Building Customer Loyalty Ch.12
11 Complain handling and service recovery Ch13
12+13 Improving services Quality Chapter14
14+15 Review
Final exam (40 %)

Appendices

Guidelines for Case Analysis Presentation

& Project/Essay

Appendix 1 : Guidelines for Case Study Analysis and Presentation

1. Form a group
2. Choose a case
3. Research the case (seek more recent material on the case) If possible
4. Check schedule (date) of your presentation as assigned by lecturer--- The final schedule will be advised in class

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 IN PRESENTING THE CASE :

5. Give a brief background summary of the case (organisation) and its most recent history.
6. Outline key features of the case
7. Expose the relevant concepts that might apply to the case
8. Summarise and Conclude
9. Lead class discussion and ensure questions are addressed.
10. Use your imagination !!! Constructive HUMOUR is welcome !!!

Length: Approximately 15-20mns minutes presentation including 5-10 minutes for class questions & discussions.

Appendix 2: Project presentation Rubric

Group Name: _______________________________________

Does Not Meet Meets Expectation Exceeds Expectation

Expectation
Structure 0 1 2
Unclear structure of the Adequate structure of Logical and highly
presentation. the presentation structured presentation
Missing contents of with clear and effective
presentation outline

Contents 0 1 2
Inadequate analysis of the Adequate analysis of the Exceptional and in-depth
key points key points analysis of the key points

Quality of
0 1 2
Slides

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 Small font size.
Too much information on
the slides.
Slide background colors
or wrong selection of font
color distracts the
audience.
No use of visuals
Acceptable font size. Highly professional and
Adequate information on imaginative design of the
the slides, though few slides. Large/readable
inconsistencies in the font size,
format. Only key point mentioned
Few visuals included on the slides.
Use of attractive and
relevant visuals

Delivery 0 1 2
Shows anxiety. Appears reasonably Appears very confident.
Reads from the notes or confident. Maintains very good eye
slides. Tries to speak rather contact.
No or minimum eye- than read from the notes Engages the audiences.
contact. or slides. Good time management.
Fails to generate interest. Adequate level of eye Effectively handle all the
Unable to answer contact. questions.
questions. Able to answer some of Clear & highly effective
Inadequate or unclear the questions. projection of voice.
voice projection. Adequate and somewhat
clear voice projection.

Scoring Key:
____ Exceeds expectations (7-8)
_____ Meets expectations (4-6)
_____ Does not meet expectations (equal or less than 3).

Appendix 3: Group Project Service encounter Diary Report Rubric

Group Name: _______________________________________

Does Not Meet Expectation Meets Expectation Exceeds Expectation

Introduction
0 1 2

Inadequate introduction Recognizable introduction Well-constructed introduction

Report boday 0 1 2

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 Does not relate the marketing
concepts discussed in the
class
Establish some relationship
between the report and the
marketing concepts discussed in
the class
Clearly shows the
relationships between
between the report and the
concepts discussed in the
class

Conclusion 0 1 2

Inadequate conclusions Recognizable conclusions Well constructed and valid

conclusions

References 0 1 2

Does not provide minimum Two references are mentioned Properly referenced.
two references but improperly referenced.

Format 0 1 2

Inadequate format Adequate format Effective format

Scoring Key:

____ Exceeds expectations (9-10)

_____ Meets expectations (5-8)

_____ Does not meet expectations (equal or less than 4).

HOW TO REFERENCE?

In-text citation

When you summarise the main ideas from someone else in your own words, you are also expected to
clearly acknowledge that someone else first wrote about the ideas you have summarised. Giving proper
references shows that you have read the appropriate literature and are well informed (Devlin 2004, p.
23).

A recommended solution to the problems that students experience is for THEM TO

CHECK on how referencing is done in Books, Journal Articles etc (Landau, Druen &
Arcuri 2002, p. 113) .

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The reference list is designed to provide information to enable each source that you have cited in text to
be identified. The list should appear at the end of a work, under the heading 'References'. The references
should be listed alphabetically by the surname of the first author/editor or by the title if no author/editor is
given.

Use the APA style as follows:

Eg

Denison, D. R. (1990). Corporate culture and organizational effectiveness. John Wiley & Sons.

McCormick, M. J. (2001). Self-efficacy and leadership effectiveness: Applying social cognitive

theory to leadership. Journal of Leadership & Organizational Studies, 8(1), 22-33.

Prati, L., Douglas, C., Ferris, G. R., Ammeter, A. P., & Buckley, M. R. (2003). Emotional
intelligence, leadership effectiveness, and team outcomes. The International Journal of
Organizational Analysis, 11(1), 21-40.

Zhao, F. (2005). Exploring the synergy between entrepreneurship and innovation. International
Journal of Entrepreneurial Behavior & Research, 11(1), 25-41.

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