Marketing Management
Program
Course code Mktm 3041
Course title Services Marketing
Degree program BA in Marketing management
Module name Services marketing Management
Module No. 04
Instructor Name Yohannes K.
ECTS Credits (CP) 5
Contact hours (per week) Lecture Tutorial practical Home study Total
3 7 10
Lecture days, hours & room
Tutorial/lab days & hours
Target group 2nd year Marketing management students
Year/semester Year II, Semester II
Status of the course Compulsory/core
Course Description
The course services marketing generally introduce students to cutting-edge coverage of services
marketing. The foundation of this course is the recognition that services present special challenges that
must be identified and addressed. It will examine marketing in industries that deal primarily in services
but also from the perspective of all organizations, in recognition of the fact that service is an integral part
of the offering of every company and organization, regardless of the sector in which it operates. In this
course, an attempt is made to explore the nature of services, consumer behavior in services, expectation
and perception of services, building customer relationships, service recovery, pricing, integrated services
marketing communications, distribution of services, designing the service environment, and service
differentiation, integrated gaps model of service quality, and productivity, more specifically in the context
of service industries. To this end, the course ensures the fact that successful marketing of services and
delivery of excellent services are critical element in the development of customer satisfaction and the long
term success of an organization.
Objectives of the Course
The main objective of this course is to equip students with in-depth knowledge to manage
logistics activities.
After the successful accomplishment of the course the learner should:.
Explain what services are and identify trends in the service sector.
Construct a flowchart identifying the service processes from the customer and provider
perspectives.
Understand the value of customer loyalty, customer retention and service recovery.
Explore the profound impact of technology on service.
Outline the basic differences between goods and services and the resulting challenges for
service businesses.
Introduce the expanded marketing mix for services.
Understand and apply aspects of productivity, quality and service delivery.
Identify strategies and key success factors to enhance the effectiveness of services marketing
and measure services performance.
SCHEDULE OF LECTURE TOPICS, ACTIVITIES AND READING
Week Lectur Conceptual focus Activities/tasks Reading materials
e
hours
1st & 2nd 6 1. INTRODUCTION TO SERVICE Listen to a lecture, Zeithaml, Bitner, &
weeks MARKETING & taking short notes, Gremler (2006); 1-30
The concept of services Answer questions, Christopher, L. &
Characteristics of services Vs Products Small group Jozhen W. (2004); 1-48
Rationale of studying marketing of discussion, Take
Gronroos (2007); 51-66
services part in reading
assignment
Palmer & Cole (1995);
Impact of technology on services
1-58
Services triangle
Gap Model of service Quality
Douglas & John(2008);
Services marketing mix 1-82
3rd week 3 2. CONSUMER BEHAVIOR IN Listen to a lecture, Zeithaml, Bitner &
SERVICES & taking short notes, Gremler (2006); 50-77
Categories of consumer products: answer questions, Palmer & Cole (1995);
search qualities, experience qualities & group discussion, 96-134
Take part in reading
credence qualities
assignment,
Consumer decision making processes
Role of culture in services Case study work
4th & 5th 6 3. CUSTOMER EXPECTATIONS OF Listen to a lecture, Zeithaml, Bitner &
weeks SERVICES & taking short notes, Gremler (2006); 80-103
Meaning and types of service expectations answer questions, Gronroos (2007);71-102
Factors influencing customer expectations group discussion,
on services Take part in reading
Model of customer service expectations assignment
Issues involved in customer service
expectations
6th week 3 4. CUSTOMER PERCEPTIONS OF Listen to a lecture, Zeithaml, Bitner &
SERVICE & taking short notes, Gremler (2006); 105-
Customer Perceptions answer questions, 134
Concept of customer satisfaction & service group discussion, Douglas & John (2008);
quality Case
Service Quality dimensions studies/Analysis 282-312
Service Encounters or Moments of truth Manfred & Dominik
Strategies for influencing customer (2006); 71-106
perceptions
7th week 3 5. BUILDING CUSTOMER Listen to a lecture, Zeithaml, Bitner &
RELATIONSHIPS & taking short notes, Gremler (2006); 176-
Concept of relationship marketing in-class activities, 207
Goals of relationship marketing Take part in reading Gronroos (2007);71-102
Benefits of long-term relationship to assignment, Case
Manfred & Dominik
customers and firms studies
Relationship value of customers
(2006); 109-142
Customer profitability segments
Levels of relationship strategies
8th &9th 6 6. SERVICE RECOVERY Listen to a lecture, Zeithaml, Bitner &
weeks The concept of service recovery & taking short notes, Gremler (2006); 212-
Importance of service recovery in-class activities, 243
The service recovery paradox Case analysis work Douglas & John (2008);
Customer complaint
345-373
Types of customer complaint actions
Service recovery strategies
Manfred & Dominik
Service guarantees (2006); 91-106
10th week 3 7. Service Design and Development Listen to a lecture, Zeithaml, Bitner &
Challenges of service and design & taking short notes, Gremler (2006); 250-
New service development in-class activities, 281
Types of new services Take part in reading Manfred & Dominik
Stages in new service development assignment, Case
(2006); 147-188
Service Blueprinting studies
Quality function development
11&12th 6 8. DELIVERING AND PERFORMING Listen to a lecture, Zeithaml, Bitner &
weeks SERVICE & taking short notes, Gremler (2006); 349-
Employee’s role in service delivery in-class activities, 415; 419-446
Roles of customers in service delivery group discussion, Manfred & Dominik
Strategies for enhancing customer Case studies, Take
(2006); 226-263
participation part in reading
Concept of service intermediaries assignment
Douglas & John (2008);
Common issues involving intermediaries 227-255
Concept of electronic channels and its
challenges in services industry
Strategies for effective service delivery
through intermediaries
13th week 3 9. INTERGRATED SERVICES Listen to a lecture, Zeithaml, Bitner &
MARKETING COMMUNICATIONS & taking short notes, Gremler (2006); 483-
Concept of integrated services marketing in-class activities, 509
communications group discussion, Douglas & John (2008);
Reasons for service communication Case studies, Take
168-196
problems part in reading
Strategies to match service promises with assignment
Christopher L.&Jozhen
service delivery W. (2004); 376-394
Concept of customer expectations Gronroos (2007); 303-
Managing internal marketing 322
communication Palmer & Cole (1995);
251-283
Manfred & Dominik
(2006); 267-299
14th week 3 10. PRICING OF SERVICES Listen to a lecture, Zeithaml, Bitner &
Concept of value to customers & taking short notes, Gremler (2006); 511-
Role of price as an indicator of service in-class activities, 540
quality group discussion, Christopher L.&Jozhen
Approaches to pricing services Take part in reading
W. (2004); 361-375
Strategies used by companies to price assignment, Case
services studies
Palmer & Cole (1995);
222-248
Douglas & John (2008);
142-166
Manfred & Dominik
(2006); 191-224
15&16th 6 11. SERVICES DIFFERENTIATION, Listen to a lecture, Zeithaml, Bitner &
weeks QUALITY AND PRODUCTIVITY & taking short notes, Gremler (2006); 32-47
Improving service differentiation in-class activities, Gronroos (2007); 111-
Concept of service quality group discussion, 134, 233-258
Take part in reading
The Gap model Palmer & Cole (1995);
assignment
Measuring& improving service quality 143-163
Defining and measuring productivity Douglas & John (2008);
Improving service productivity 316-342
Teaching and learning methods
The mode of the delivery of the course combines lectures, discussion, questioning & answering, reading
assignments, case studies, individual and/or group work and presentation.
Assessment methods
Assessment Methods: Assessment types Topics Schedule Weight (%)
Continuous 1st Quiz Chapter One &Two 10%
Assessment (60%)
Individual Assignment Chapter Two & Three 10%
Final Exam. (40%) & Presentation
1st test Chapter Four & 10%
Five
Group assignment & Chapter Five, Six & seven 10%
presentation
2nd Test Eight and Nine 10%
2nd Quiz Chapter Ten & 10%
Eleven
Final Exam From all chapters 40%
Total 100%
REFERENCES BOOKS:
1. Christian Groonroos, (2007), Service Management and Marketing: Customer Management in
Service Competition, 3rd ed. New York:Willey
2. Christopher L. and Jozhen W. (2004), Services Marketing, New Jersy: USA and
Dorling Kinersley Ltd.
3. Zeithaml, A., Bitner, M. and Gremler D. (2006), Services Marketing: Integrating Customer Focus
Across the Firm, 3rd ed., Tata Mc Graw-Hill Ltd.
4. Palmer A. and Cole C. (1995), Services Marketing principles, Mc Graw-Hill Ltd.
5. Donnely, J.A. and George,W. R., (1981), Marketing of Services, Chicago: American Marketing
Association.
6. Manfred B. & Dominik G. (2006). Services Marketing: Managing the Service Value Chain, FT
Prentice Hall.
7. Douglas H. & John E. (2010). Services Marketing: Concepts, Strategies, and Cases, 4 th ed. South-
Western Cengage Learning, USA
8. Philip Kotler, (2000), Marketing Management, New Jersy: Prentice-Hall Inc.
