Services Marketing Management (MKT202)
Vietnamese title: Quản trị Marketing dịch vụ
Credits: 3
Prerequisites: MKT101

Description:
The course is to provide students with knowledge of the service sector which now accounts for the majority of world trade. Understanding services marketing becomes a great need to bridge the gap between customers’ expectations and experiences. And this course is a study of the techniques and skills required for providing customer service excellence in order to keep customer service satisfaction at the highest levels possible and maintain repeat sales.
Tools Utilized:
- lmarena AI: For generating marketing-related data and insights.
- Statista: For accessing statistical data and market research.
- ChatGPT: For idea generation, structuring documents, and simulating real-life marketing scenarios.
- Canva: For creating visual marketing materials like infographics, templates, and videos.

Learning outcomes:
To identify the differences between goods and services and the implications for marketing in service industries
To manage the marketing mix in service industries
To identify and discuss the different strategic options for enhanced service performance
Understanding service process and management to improve service quality
Demonstrate ethical awareness and reflection in business context

Student tasks:
- Attend at least 80% of contact hours in order to be accepted to the final examination
- Actively participate in class activities
- Fulfil tasks given by intructor after class
- Use their own laptop in class only for learning purpose
- Read the textbook in advance
- Access the course website (www.flm.fpt.edu.vn) for up-to-date information and material of the course, for online supports from teachers and other students and for practicing and assessment.

Tools:

Materials:
description: Essentials of Services Marketing
author: Christopher Lovelock, Jochen Wirtz and Patricia Chew
publisher: Prentice Hall
published_date: 2012
edition: 2nd
description: Essentials of Services Marketing,
author: Jochen Wirtz, Patricia Chew and Christopher Lovelock
publisher: Pearson
published_date: 2017
edition: 3rd
description: Essentials of Services Marketing
author: Jochen Wirtz, Patricia Chew and Christopher Lovelock
publisher: Pearson
published_date: 2021
edition: 4E
isbn: 9781292425191
note: Chọn một trong 3 ấn bản. Ưu tiên mua ấn bản mới nhất
description: https://www.coursera.org/learn/generative-ai-prompt-engineering-for-everyone
publisher: Coursera

Assessments:
category: Class participation and preparation
type: on-going
weight: 10.0
no_question: Option 2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: Option 2 (For Constructivism Approach only): Follow lecturer's proposal
category: Essay Test
type: on-going
weight: 10.0
duration: Option 1: 40'
Option 2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3, LO4
no_question: Option 1: Essay questions proposed by lecturer
Option 2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: Option 2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: The question will cover the lectures, class discussions, activities, exercises, and textbook.
note: Class room
category: Group assignment
type: on-going
weight: 20.0
duration: Option 2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3, LO4, LO5
no_question: Option 1: A group of four or five students will choose to undertake a research project applying the theories of services marketing to a real-life service organisation which you are familiar with, for example, an airline, a bank, a hospital, tourist company, etc. Option 2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: Option 1: Maximum length of the group assignment should be 10 pages excluding appendices Option 2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: Based on topics of studied units
note: Group presentation in class room
category: Individual assignment
type: on-going
weight: 10.0
duration: Option 2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO5
no_question: Option 1: Students prepare a service diary assignment of your 5 most satisfactory /dissatisfactory service encounters, with both profit and not-for-profit organisations Option 2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: Option 1: Maximum length of the individual assignment should be 5 pages excluding appendices. Option 2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: Based on topics of studied units
note: Individual assignment submitted in class
category: Quizzes
type: on-going
weight: 20.0
duration: Option 1: 15' each
Option 2 (For Constructivism Approach only): Follow lecturer's proposal
question_type: LO1, LO2, LO3, LO4
no_question: Option 1: Multiple choice questions, Case study exercises
Option 2 (For Constructivism Approach only): Follow lecturer's proposal
knowledge_and_skill: Option 1: Appx. 15 Option 2 (For Constructivism Approach only): Follow lecturer's proposal
grading_guide: Quizzes will test for knowledge of subjects in the chapters assigned for that day.
note: Class room
category: Final exam
type: Final exam
weight: 30.0
duration: 60'
question_type: LO1, LO2, LO3, LO4
no_question: Multiple choice questions. Other types of questions may be included.
knowledge_and_skill: ~ 50
grading_guide: The question will cover the lectures, class discussions, activities, exercises, and textbook.
note: Exam room

Schedule:
session: Course Introduction
Chapter 1: Introduction to Services
- Why study service
- What are services
- Four broad category of services - a processperspective
- Service's marketing challenges
- The extended marketing mix
learning_outcomes: I
T
materials: MKT202
session: Course Introduction
Chapter 1: Introduction to Services
- Why study service
- What are services
- Four broad category of services - a processperspective
- Service's marketing challenges
- The extended marketing mix
session: Chapter 2: Consumer Behavior in a Services Context
The three stage model of service consupmtion
learning_outcomes: I
T
materials: MKT202
session: Chapter 2: Consumer Behavior in a Services Context
The three stage model of service consupmtion
session: Chapter 2 Discussion:
Group work to build a service script then perform the service
learning_outcomes: I
T
U
materials: MKT202
session: Chapter 2 Discussion:
Group work to build a service script then perform the service
session: Chapter 3: Positioning Services in Competitive Markets
- Four focus strategy
- Market segmentation: Service attributes and level
- Market positioning strategy - using positioning map
learning_outcomes: I
T
session: Chapter 3: Positioning Services in Competitive Markets
- Four focus strategy
- Market segmentation: Service attributes and level
- Market positioning strategy - using positioning map
session: Quiz 1: Chapter 1,2,3
learning_outcomes: I
T
U
session: Case study analysis- company positioning strategy
session: Chapter 4: Developing Service Products
- The flower of service
learning_outcomes: I
T
session: Chapter 4: Developing Service Product
-New Product development strategy
session: Chapter 4: Developing Service Products
Guidelines for Individual Assignment
learning_outcomes: I
T
session: Chapter 4: Developing Service Products
Guidelines for Individual Assignment
session: Group presentation: develop your own product
learning_outcomes: TU
session: Group presentation: develop your own product
session: Chapter 5: Distributing Service Through Physical
learning_outcomes: I
T
session: Chapter 5: Electronic Channels
learning_outcomes: I
T
session: Chapter 6: Setting Prices and Implementing Revenue Management
learning_outcomes: I
T
U
session: Guidelines for Group Assignment
learning_outcomes: TU
session: Quiz 2: Chapter 4,5,6
learning_outcomes: I
T
session: Chapter 7: Promoting Services and Educating Customers
learning_outcomes: I
T
session: Case study analysis-promoting service
learning_outcomes: I
T
session: Chapter 8: Developing and Managing Service Processes
Flow-charting
learning_outcomes: I
T
session: Chapter 8: Developing and Managing Service Processes,Blue-Printing
learning_outcomes: T
U
session: Chapter 8: Service process redesign
learning_outcomes: T
session: Chapter 9: Balancing Demand Against Productive Capacity
learning_outcomes: I
T
session: Chapter 9: Balancing Demand Against Productive Capacity
learning_outcomes: I
T
session: Quiz 3: Chapter 7,8,9
learning_outcomes: I
T
U
session: Chapter 10: Crafting the Service Environment
learning_outcomes: I
T
session: Chapter 10: Crafting the Service Environment
learning_outcomes: I
T
session: Chapter 11: Managing People for Service Advantage
learning_outcomes: I
T
session: Chapter 11: Managing People for Service Advantage
learning_outcomes: I
T
session: Submission of individual assignment
learning_outcomes: I
T
session: Quiz 4: Chapter 10,11
learning_outcomes: T
U
session: Chapter 12: Managing Relationships and Building Loyalty
learning_outcomes: I
T
U
session: Chapter 12: Managing Relationships and Building Loyalty
learning_outcomes: T
U
session: Chapter 12: Managing Relationships and Building Loyalty
learning_outcomes: U
session: Chapter 13: Complaint Handling and Service Recovery
learning_outcomes: I
T
session: Chapter 13: Complaint Handling and Service Recovery
session: Chapter 13: Complaint Handling and Service Recovery
learning_outcomes: I
T
session: Chapter 13: Complaint Handling and Service Recovery
session: Chapter 14: Improving Service Quality and Productivity
learning_outcomes: I
T
U
session: Chapter 14: Improving Service Quality and Productivity
session: Chapter 14: Improving Service Quality and Productivity
learning_outcomes: I
T
session: Chapter 14: Improving Service Quality and Productivity
session: Essay Test
learning_outcomes: I
T
U
session: Chapter 15: Service Leadership (pp.413-426)
session: Chapter 15: Service Leadership (pp.413-426)
learning_outcomes: I
T
session: Submission of group assignment report and powerpoint slides
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: IT
session: GROUP PRESENTATION & COURSE REVIEW
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: TU
session: GROUP PRESENTATION & COURSE REVIEW
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: IT
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: IT
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: ITU
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: TU
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: IT
session: GROUP PRESENTATION & COURSE REVIEW
learning_outcomes: IT