Republic of the Philippines

POLYTECHNIC UNIVERSITY OF THE PHILIPPINES

QUEZON CITY BRANCH
BSBA major in MARKETING MANAGEMENT MARK 3113 Service Marketing

Course Title : SERVICE MARKETING

Course Code : MARK 3113

Course Credit : 3 Units

Year/Semester : Fourth Year, Second Semester

Pre-Requisite : MARK 4053 e-Global Marketing

Course Description : This course puts into proper perspective of what service is: it is either a support mechanism in selling a product; or by itself, a field of business. Sellers of computers,
cars, tools, machines, gadgets and the like offer after-sales services, warranties, replacement, etc. to assure customers of continuing use of their purchases/patronage. Event Management services,
product delivery services, food catering services, on-line ordering/booking/registration, money remittances, and other similar services on-line banking are relatively new types of businesses. The quality,
expediency, and cost of services rendered may spell either the success or failure of a given company. The subject covers service identification and creation, nature and nuances if services, manning
service activities, costing and budgeting, and preparation of Service Business Plans.

Institutional Learning Outcomes Programs Outcomes Course Outcomes

 Apply the basic concepts that underlie each of the functional areas of
1. Creative and Critical Thinking business (marketing, finance, human resources management,  Introduce the students with the latest
production and operations management, information technology, and field of services in marketing;
strategic management) and employ these concepts in various
business situations.  comprehend the role of marketing
 Select the proper decision-making tools to critically, analytically and services in our economy;
creatively solve problems and drive results.
 Analyze the business environment for strategic direction.  apply marketing mix in services
marketing; and
 MARK 3113 Service Marketing

2. Effective Communication  Express oneself clearly and communicate effectively with stakeholders
both in oral and written forms.  Gain knowledge on how to handle crisis
3. Strong Service Orientation  Demonstrate corporate citizenship and social responsibility. management in service marketing

4. Community Engagement

 Manage a strategic business unit for economic sustainability.

5. Adeptness in the Responsible Use of Technology  Apply information and communication technology (ICT) skills as
required by the business environment.

 Innovate business ideas based on emerging industry.

6. Passion to Life-Long Learning
7. High Level of Leadership and Organizational Skills
8. Sense of Personal and Professional Ethics
9. Sense of Nationalism and Global Responsiveness
COURSE PLAN
 Conduct business research.
 Generate new knowledge using research and development projects.
 Perform the basic functions of management such as planning,
organizing, staffing, directing, and controlling.
 Plan and implement business related activities.
 Prepare operational plans.

Topic Learning Outcomes Methodology Resources Assessment

Week
Week 1 Introduction to Services Distinctive Aspects of Services Marketing Orientation Syllabus Recitation
Marketing (enhanced) Interaction Activity
Lecture and discussion

Week 2-3 Role of Services Marketing in Discuss how marketing services contribute Lecture and discussion Christopher H. Loveluck and Recitation
the Development of to the development of economy Jochen Wirtz, Services
Economy Marketing , Pearson

Week 4-5 Role of Services Marketing in
the Profitability of an
Enterprise
Week 6-7 Consumer Behavior Related
to Services
Week 8
Week 9-10 Understanding the Service
Concept and Consumer
Experience
Week 11 The Role of Technology in
the Services Marketing
Week 12-13 Marketing Plan for Business
Services
Services as Product and
Setting of Standards
Week 14-15 Application of Marketing Mix
Handling Consumer
Complaints
Internal and External
Communication of Services
Marketing
Week 16-17 Budgeting and Control in
Services Marketing
Personnel Training in
Services Marketing
Week 18
MARK 3113 Service Marketing
Discuss the marketing profitability analysis. Lecture and discussion Education, Inc. 7th Edition Quiz
2011
Explain how culture, social, and personal Lecture and discussion Case Study
factors affect services marketing
Midterm
Explain service concept and the observed Lecture and Discussion Christopher H. Loveluck and Case Study
consumer’s buying experience. Jochen Wirtz
Services Marketing, Pearson
Appreciate the contribution of technology in Lecture and Discussion Education Inc. Oral Exam
the different business operations. Giving of Assignment 7th Edition 2011
Discuss the preparation and use of a Lecture and Discussion Philip Kotler and Kevin Lane
Marketing Plan. Show sample of Marketing Keller, Marketing Paper Presentation
Plan Management, Pearson Group Dynamics
Prentice Hall 12th Edition
2006
Discuss the composition of Marketing Mix. Lecture and discussion Christopher H. Loveluck and
Group activity Jochen Wirtz, Group Dynamics
Describe the feedback mechanism, Services Marketing,
procedure, and action to be taken. Pearson Education Inc.
7th Edition 2006
Explain budgeting and control and the Lecture and Discussion Case study
importance of personnel training in
rendering services. Group Dynamics
Final Examination
 MARK 3113 Service Marketing

Course Grading System (enhanced)

Class Standing 70%

 Recitation
 Case Studies/Paperwork
 Presentation

Midterm / Final Examinations 30%

100%

Midterm Grade + Final Term Grade = FINAL GRADE

Prepared by: Enhanced by: Checked by: Approved by:

COMMITTEE ON MARK 40023 MA. ERICA V. MUÑOZ PROF. DORIS B. GATAN PROF. EDGARDO S. DELMO
Faculty-In-Charge Academic Program Head Director

DR. MANUEL M. MUHI

Vice President for Academic Affairs

cts/revised2018