MKT 656 Services Marketing

Institute Of Business Administration, Karachi

Fall 2011

Introduction
The service sector forms an increasingly important part of the world economy. The
Services Marketing module seeks to provide an understanding of the differences and
similarities between goods and services, as well as analyzing services marketing to enable
students to become an expert service marketer.

Class Timings
Room
Counseling Hours
Contact Details Dr. Amber Gul Rashid

By The End Of This Module, You Will Have Learned:

What is the place of services in the global economy?
Why if at all - should services be treated differently than goods, keeping in mind their
characteristics?
What are the different types of services, and how does customer behavior influence
these?
What are the different components/elements of a service?
What are the 8 Ps of services (the extended marketing mix) and how do they influence
service marketing?
How has the distribution of services changed with the advent of electronic commerce?
How does yield management work for services?
How do we balance demand for and supply of services?
What is a servicescape, and what role does it play in service marketing?
Is customer still king in service marketing? If not, how do we make sure he/she is?
Why are service recovery, customer loyalty and retention important and how do we as
service providers manage to achieve these?
What are the cultural implications of service marketing, and how do these impact
marketing communication of services to the customer and consumer?
What are the possibilities available to us for positioning services targeted at different
marketing segments?
What difference do your human and technological resources make in service delivery?
How is the quality of services determined?
How are new services developed?
What are the socio-cultural issues facing service marketers in Pakistan?

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Detailed Breakdown of Grading Assessments

N Title Details Marks Deadline

1 Individual Work - Regular Attendance; 10 marks Ongoing

Class Participation Courteous and Professional Behavior

2 Individual Work - Is service marketing different from goods 10 marks By 30th

Service Report marketing? If yes why? If no why not? September

Maximum 1000 words

3 Group Work - You will be given a case study with - 10 marks: During
WAC/ questions. Presentation the week
Presentation of
Your task will be to answer those questions - 15 marks: 24th Oct
in the form of a Written
structured analysis. Analysis
of Case
Maximum limit 2000 words.

4 Group Work - Role play on service recovery. 15 marks During

Role Play the week
Analysis 1000 words of
28th Nov

5 Mid-Term Exam Four essay questions: choose any two to answer. 20 marks: Exam
Week
10 marks (Nov)
per Question.

6 Final Exam Case Study Analysis 20 marks Exam

Week
(Jan)

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Summary of Grading Plan
Individual Work
Class Participation 10
Service Report 10
Group Work
WAC/Presentation 25
Role Play/Analysis 15
Exams
Mid-term exam 20
Final Examination 20
Total 100

Details
All assignments should be typed, using Times New Roman font style with 12 point font size and
1.5 spacing. One electronic copy via email and one paper copy should be submitted. The
paper copy should be submitted in class.

The submission should be preceded by a Title Page which contains the subject of the assignment
as well as the name of the individual or group members (as applicable). Remember, all group
members will get the same mark for their group work - so it pays to work as a team!

You will be assigned your groups during the second week. Every member of the group must
participate in the WAC/presentation and the role play.

For the presentations and role play, you must discuss in advance if you require some special set
up/equipment.

Recommended Text
Lovelock, C. H., Wirtz, J. and Chatterjee, J. Services Marketing People, Technology, Strategy,
6th edition, Pearson Education/Prentice Hall, 2010

Note
Not all sections in a chapter will be covered only relevant portions will be dealt with.

Additional slides/handouts/information will also be shared in-class, as appropriate.

The course outline given on the following page is indicative only. This may change depending on
guest lectures, in-class activities, videos, new cases, etc.

The emphasis of the course is on understanding the concepts and applying them to the marketing
of services - not on learning by rote.

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Timeline Material Background
Wk 1 Introduction and Welcome; The What and Why of Services Chapter 1
Case Study: Jia Jaiwanti A Service Consumer Case Study

Wk 2 The What and Why of Services (contd.), Customers in Services Chapters 1, 2

Discussion: Nature of Services Discussion
Preparation for WAC/presentations/assignments Discussion

Wk 3 Developing the Service Concept Chapter 3

Cases: Four Customers in Search of Solutions; Starbucks: Delivering Customer Service Case Studies

Wk 4 Channels of Service Distribution; E-commerce Chapters 4

Wk 5 Pricing and Revenue Chapter 5

Using Communication to Educate Your Customer Chapter 6

Wk 6 Customer is King Chapters 12, 13

Wk 7 Customer is King (contd.) Chapters 12, 13

Wk 8 Improving Service Quality and Productivity Chapter 14

Case Study: Dr. Anjishma Sen goes to London Case Study

Wk 9 Positioning Services Chapter 7

Case Study: Giordano: Positioning for International Expansion Case Study

Wk 10 Designing/Managing Service Processes and Service Environment Chapters 8, 10

Wk 11 Balancing Demand and Productive Capacity Chapter 9

Case Study: MakeMyTrip.com, The Accra Beach Hotel Case Studies

Wk 12 Employees are Key; Change Management and Service Leadership Chapters 11, 15

Wk 13 Employees are Key; Change Management and Service Leadership (contd.) Chapters 11, 15
How can you as service marketers help Pakistani services compete? Discussion

Wk 14 Review Discussion