De La Salle University

Marketing Management Department Course Syllabus

COURSE CODE/TITLE:MARKSER (Marketing Services) PRE-REQUISITE: MARKCU1, MARKAD1, MARKOST, MARKPUB, MARKSAM PRE-REQUISITE TO: MARKCU2 TYPE OF COURSE: major course FACULTY: TERM/TIME/ROOM: 1T, SY 2002-2003 COURSE DESCRIPTION: Marketing of Services covers core concepts of service business operations such as: hotels, restaurants, educational institutions, personal care services, consultancy firms, advertising firms, banks and financial intermediaries.

In this connection, the course will be dealing with the application of marketing models, concepts and principles to problems and issues faced by marketing management today. Special emphasis will be given to the application of cutting edge tools and strategies in the marketing mix programs.

OBJECTIVES/VALUES At the end of the term, the student is expected to:

1. To gain on the working knowledge on the different service businesses and the application of basic marketing principles in managing these service businesses. 2. To develop awareness and understanding of current service business trends, developments, policies, and strategies. 3. To introduce the students to the different strategic moves being applied by service companies in their operation. 4. To instill social responsibility implications of the strategies to be adopted in service businesses. 5. To develop entrepreneurial capability in the management of a service business thru sharing of experiences of managers in the field of bank marketing, hotel business marketing, restaurant and fast-food chain franchising, insurance management, financial intermediation, stock broking, trust service operation, and advertising account management.

To foster Filipino, Christian, and La Sallian values as bases for personal growth, professional service, and civic commitment: awareness of the market; integrity to service; dedication to work; and brotherly concern for consumers/clients.

TOPICS SESSION T O P I C NO. OF NO. HOURS 1 Orientation on the ground rules, and an overview on the Service 1 Marketing concepts 2 Distinctive Aspects of Services Marketing (Chapter 1) 1 3 Customer Involvement in Service Processes (Chapter 2) 1 4 The Consumer Experience (Chapter 3) 1 Managing Service Encounters (Chapter 3) 5-7 Strategic Issues on Service Marketing (Chapters 4-6) 3 Focus on Customer and Managing Relationships (Chapters 4-6) 8-9 Tools On Service Marketers (Chapter 7 To 10) 2 Creating A Value In A Competitive Market (Chapter 7 to 10) 10-13 Telecommunications Industry 4 14-15 Hotel and Restaurant Business Operations 2 16-17 Life Insurance and Pre-Need Market 2 18 Franchising Fast Food Business 1 19-20 Banks, Stock Markets and Financial Intermediaries 3 21 Consultancy Services 1 22 Educational Management Services 1 23 Advertising and Entertainment Services 1 24 OTHER SERVICES 1 25 Competitive Strategies in the Service Business 1 (A discussion on the offensive and defensive strategies adopted by the most developed corporations taken from “In Search of Excellence) 26 Integration Session on Service Marketing 1 MARKSER syllabus ...... page 2

LIST OF READINGS:

1. “ Service Theater: An Analytical Framework for Services Marketing” by Stephen J. Grove and Raymond P. Fisk. 2. “Critical Service Encounters: The Employee’s Viewpoint” by Bitner, Boom, and Mohr. 3. “ Listening to the Customer: The Concept of a Service Quality Information System” by Berry Parasuraman 4. Service Positioning Through Structural Change” by G. Lynn Shostack

LIST OF CASES:

1. Euro Disney: An American in Paris 2. Sullivan’s Auto World Ford 3. BT: Telephone Account Management 4. Menton Bank 5. Virtual Net 6. First Direct: Branchless Banking

Notes on Cases

All Cases (Service Marketing by Christopher Lovelock, 4th Edition

TEACHING METHODS/STRATEGIES  Lectures  Cases  Field trip  Industry presentation  Film showing

ASSESSMENT/EVALUATION Students will be rated according to their total performance which shall be based on the following:

Mid-Term Grade Final Grade % % Midterm Exam 40 Quizzes/Internet Exercises 20 Cases 30 Service Plan 50 Participation/Quizzes 30 Cases/Presentation 30 ------TOTAL 100% 100% ======

TEXTBOOK/MATERIALS: SERVICE MARKETING, Fourth Edition (2001) by Christopher H. Lovelock

REFERENCES: 1. MARKETING MANAGEMENT: AN ASIAN PERSPECTIVE (1999) by: Philip Kotler, S.H. Ang, S.M. Leong and C.T. Tan 2. MARKETING STRATEGY by Paul Fifield 3. MANAGING NEW PRODUCTS (1988 Edition) by Thomas D. Kuczmarski 4. MULTIDIMENSIONAL MARKETING (1976 Edition) by W. Thomas Anderson, Jr., et.al. 5. MARKETING MANAGEMENT AND INFORMATION TECHNOLOGY (1990 Edition) by Keith Flecher 6. MARKETING MIX: STRATEGY IN PHILIPPINE SETTING by Josiah Go 7. STRATEGIC MARKETING FOR NON-PROFIT ORGANIZATIONS (1987 Edition) by Philip Kotler, O.C. Ferrel, C. Lamb 8. TOP 1000 CORPORATIONS (1999 edition)

Prepared by:

Benison Cu/Dr. Jimmy Ong May 2001

/c: bambi/syllabus /filename: markser (services marketing) syllabus /May 2000 /bambi