D

E P T

O F

A N A G E M E N T

C I E N C E S

BAHRIA UNIVERSITY ISLAMABAD

SPRING S
E M E S T E R

2012

MBA-V(YZ)

SERVICES MARKETING: MKT655

C
O U R S E

E V E L

G R A D U A T E

C P

HOURS: 48 CREDIT HOURS: 3 SECTION XYZ E R E Q U I S I T E MKT 592

O N T A C T

Instructor:

Shahid M. Haq haq.shahid@gmail.com Room 401,, New Block Phone 9260002-10/Ext 257 Contact Hours: As notified

INTRODUCTION

Department of Management Sciences, Bahria University, Islamabad.

February 8, 2012

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

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 in managing 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 them in 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: Note: Quizzes Assignments/Project Mid Term Exam Final Exam 15 20 25 40

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

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 Individual Assignment: Tariff Plans for Mobile Phone Services Correctly estimate your own cell phone usage, analyze it with your service provider tariffs and one other service provider to prove that your selection is the most optimal. 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 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 would know 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