SMH SvcsM Course Outline MBA Fall '11

8/3/2019 SMH SvcsM Course Outline MBA Fall '11

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D E P T . O F M A N A G E M E N T S C I E N C E S

B A H R I A U N I V E R S I T Y I S L A M A B A D

F A L L S E M E S T E R 2 0 1 1

M B A - V ( X Y Z )

S E R V I C E S M A R K E T I N G : M K T 6 5 5

C O U R S E L E V E L : G R A D U A T EC O N T A C T H O U R S : 4 8

C R E D I T H O U R S : 3

S E C T I O N X Y Z

P R E R E Q U I S I T E M K T 5 9 2

Instructor: Shahid M. Haq

[email protected]

Room 401, New Block

Phone 9260002-10/Ext 257

Contact Hours: As notified


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INTRODUCTION

Department of Management Sciences, September 13, 2011

Bahria University,

Islamabad.

Dear Student,

Welcome to the course on Services Marketing for the MBA Class. This course runs for a

single semester and consists of Lectures, Presentations, Case Studies, Assignments, and

Projects etc.

It is expected that topics to be covered in the class and assigned articles/cases will already

be read by you before coming to class so that any clarifications you need can be given in

the class. Please be aware that course assessment activities draw heavily upon the lecture

and in class activities, the assignments, project and quizzes. Therefore it is very important

that you attend classes regularly and keep up with the program. If you fall behind you

may have difficulty catching up. Everything taught, discussed, done and assigned in the

class is IN THE COURSE!

This Course Pack contains a comprehensive briefing of key aspects of the course. Please,

read it carefully and raise any queries you may have at the beginning of week 2.

I wish you success with this course.

Kind Regards

Shahid M. Haq

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A. Course Objectives, Expectations & Assessment

The objectives of this module are:

Services Marketing is different from Product Marketing due to the different

nature of its design, scope and implementation. This course aims to provide an in-

depth appreciation and understanding of the unique challenges inherent inmanaging and delivering quality services. The appreciation of these challenges

and the learning of their management should help to develop an understanding of

the state of the art service management thinking resulting in a customer service-oriented mindset.

Expectations from Participants:

Come to each class well prepared to be able to discuss the required readings and

assigned cases in detail. For each case discussion in class, write up your analysis

and recommendations beforehand.

Hand in your their data/reports by the due date Actively participate in lectures and tutorials as much of the learning will come

from discussions during class.

Give a professional group presentation that is relevant to the lecture topics and

interesting for the class.

Internalize the concepts covered in the course, and be able to creatively use themin an applied context. This course is all about understanding and application to the

real world.

Class Rules for everyone to follow:

- Do not come late for class- Switch off/silence your cell phones during class

- Do not pack up your notes until class is dismissed

- Do not talk while fellow students are presenting or asking questions- Respect everyones opinion

Components of Assessment:

Quizzes 15

Assignments/Project 20 Mid Term Exam 25

Final Exam 40

Note:

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Class Participation: Attendance, Discipline, Individual Participation in Class Activities,

and Timely Submission of all Assignments is critical to learning and grading

Assessment regulations:

Students are required to complete the prescribed program of all quizzes, assignments,

exercises, presentations and project for the subject to the satisfaction of the subject

lecturer. Assignments not submitted by the deadline will normally be regarded as a failed

assessment, in the same way that absence from an examination entails failure.

B. Weekly Program

Part I: Understanding Service Markets, Products, and Customers

Week 1:New Perspectives on Marketing in the Service Economy

Week 2: Customer Behavior in Service Encounters Reading

Part II: Building The Service Model

Week 3:Developing Service Concepts: Core and Supplementary Elements

Week 4:Distributing Services through Physical and Electronic Channels

Week 5: Exploring Business Models: Pricing and Revenue Management

Week 6: Educating Customers and Promoting the Value Proposition

Week 7:Positioning Services in Competitive Markets Readings

Week 8: Review of the material covered

Week 9: Mid Term Exams

Part III: Managing The Customer Interface

Week 10: Designing and Managing Service Processes

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Week 11: Balancing Demand and Productive Capacity

Week 12: Crafting the Service Environment

Week 13: Managing People for Service Advantage Readings

Part IV: Implementing Profitable Service Strategies

Week 14: Managing Relationships and Building Loyalty

Week 15: Project Presentations

Week 16:Achieving Service Recovery and Obtaining Customer Feedback

Week 17: Improving Service Quality and Productivity. Organizing for Service Leadership

Week 18: Final Exams

Assignments & Projects

Group Project: To be discussed and decided

Group Assignments: Tariff Plans for Mobile Phone Services

Collect the comprehensive tariff plans of Mobilink, Ufone, Telenor, Warid and Zong

Mobile for their mobile GSM services. Then answer the following:

Identify which services are billed and which are offered free, what is the unit/basis for

charges.

Individual Assignment: Analysis of Service Encounter Journals Drivers of

Satisfaction & Dissatisfaction

1. Every student in this class has to write a service encounter journal with four journal

entries (service encounter entries) and provide a summary analysis of his/her four journal

entries. Submit copies of the journals and the one/two page-analysis at the deadline.

3. Each journal entry should contain data on:

Name of student, Name of service firm, Type of service (e.g., airline,

bank)

Date & time of encounter

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Price of service (for relationship-type services, e.g., your mobile phone or

banking service, provide your average monthly bill or fees)

Describe your encounter briefly, so that someone who was not there wouldknow what happened

How would you rate your level of satisfaction with this encounter on a

scale of 1 very dissatisfied to 5 very satisfied. How would you describe your reaction to this encounter? Include in your

description your feelings and emotions at that time (e.g., angry, sad,

happy, etc.). Why exactly did you feel that way?

How likely is it that you will go back to that service provider/firm? Rate

on a scale from 1 definitely not to 5 definitely yes.

Why would you return or not return to that firm? (provide details,especially when there is a big discrepancy between your satisfaction and

your repeat patronage intention)

Please do not produce a complete rerun of the course (service personnel, quality, etc. this takes too long and is tedious), rather focus on a few key issues that you feel stand out

from the many issues covered in the journals.

C. Required Text & Supplementary Readings

Required Text

Christopher H. Lovelock, Jochen Wirtz, and Jayanta Chaterjee (2007), Services

Marketing; People, Technology, Strategy, Sixth Edition: Prentice Hall.

Supplementary Readings

Brands & Branding The Economist

Valarie Zeithaml and Mary Jo Bitner (2000), Services Marketing, 2nd ed., Boston:

McGraw- Hill.

Articles and Cases

To be intimated/given in class

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Documents

SMH SvcsM Course Outline MBA Fall '11