[major=MKT | course_id=MKT202 | syllabus_id=12385 | semester=4 | combo=core | title=Services Marketing Management]
Course ID: MKT202
Title EN: Services Marketing Management
Title VI: Quản trị Marketing dịch vụ
Credits: 3.0
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.
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: 
Course type: coursera_hybrid
Decision: 1363/QĐ-ĐHFPT dated 12/06/2024
Approved date: 2024-12-06
CLO1: To identify the differences between goods and services and the implications for marketing in service industries
[1] category=Class participation and preparation; type=on-going; weight=10.0; duration=; question_type=; grading_guide=; completion_criteria=; clos=>0
[2] 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; grading_guide=The question will cover the lectures, class discussions, activities, exercises, and textbook.; completion_criteria=; clos=>0
[3] 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; grading_guide=Based on topics of studied units; completion_criteria=; clos=>0
[4] 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; grading_guide=Based on topics of studied units; completion_criteria=; clos=>0
[5] 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; grading_guide=Quizzes will test for knowledge of subjects in the chapters assigned for that day.; completion_criteria=; clos=>0
[6] category=Final exam; type=Final exam; weight=30.0; duration=60'; question_type=LO1, LO2, LO3, LO4; grading_guide=The question will cover the lectures, class discussions, activities, exercises, and textbook.; completion_criteria=; clos=4
[1] desc=Essentials of Services Marketing; author=Christopher Lovelock, Jochen Wirtz and Patricia Chew; publisher=Prentice Hall; edition=2nd; isbn=; main=True; online=; note=
[2] desc=Essentials of Services Marketing,; author=Jochen Wirtz, Patricia Chew and Christopher Lovelock; publisher=Pearson; edition=3rd; isbn=; main=True; online=; note=
[3] desc=Essentials of Services Marketing; author=Jochen Wirtz, Patricia Chew and Christopher Lovelock; publisher=Pearson; edition=4E; isbn=9781292425191; main=True; online=; note=Chọn một trong 3 ấn bản. Ưu tiên mua ấn bản mới nhất
[4] desc=https://www.coursera.org/learn/generative-ai-prompt-engineering-for-everyone; author=; publisher=Coursera; edition=; isbn=; main=True; online=True; note=
Session 1: 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
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: 
Materials: MKT202

Session 2: 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
Topic: Offline; Teaching type: LO1; LO: 
ITU: 

Session 3: Chapter 2: Consumer Behavior in a Services Context
The three stage model of service consupmtion
Topic: Offline; Teaching type: LO1; LO: I, T
ITU: 
Materials: MKT202

Session 4: Chapter 2: Consumer Behavior in a Services Context
The three stage model of service consupmtion
Topic: Offline; Teaching type: LO1; LO: 
ITU:
CLO2: To manage the marketing mix in service industries
Session 1: Chapter 2 Discussion:
Group work to build a service script then perform the service
Topic: Offline; Teaching type: LO1; LO: I, T, U
ITU: 
Materials: MKT202

Session 2: Chapter 2 Discussion:
Group work to build a service script then perform the service
Topic: Offline; Teaching type: LO1; LO: 
ITU: 

Session 3: Chapter 3: Positioning Services in Competitive Markets
- Four focus strategy
- Market segmentation: Service attributes and level
- Market positioning strategy - using positioning map
Topic: Offline; Teaching type: LO1; LO: I, T
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Session 4: Chapter 3: Positioning Services in Competitive Markets
- Four focus strategy
- Market segmentation: Service attributes and level
- Market positioning strategy - using positioning map
Topic: Offline; Teaching type: LO1; LO: 
ITU:
CLO3: To identify and discuss the different strategic options for enhanced service performance
Session 1: Quiz 1: Chapter 1,2,3
Topic: Offline; Teaching type: LO1; LO: I, T, U
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Session 2: Case study analysis- company positioning strategy
Topic: Offline; Teaching type: LO1,LO5; LO: 
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Session 3: Chapter 4: Developing Service Products
- The flower of service
Topic: Offline; Teaching type: LO2; LO: I, T
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Session 4: Chapter 4: Developing Service Product
-New Product development strategy
Topic: Offline; Teaching type: LO2; LO: 
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CLO4: Understanding service process and management to improve service quality
Session 1: Chapter 4: Developing Service Products
Guidelines for Individual Assignment
Topic: Offline; Teaching type: LO2; LO: I, T
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Session 2: Chapter 4: Developing Service Products
Guidelines for Individual Assignment
Topic: Offline; Teaching type: LO2; LO: 
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Session 3: Group presentation: develop your own product
Topic: Offline; Teaching type: LO2, LO5; LO: TU
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Session 4: Group presentation: develop your own product
Topic: Offline; Teaching type: LO2, LO5; LO: 
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CLO5: Demonstrate ethical awareness and reflection in business context
Session 1: Chapter 5: Distributing Service Through Physical
Topic: Offline; Teaching type: LO2; LO: I, T
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Session 2: Chapter 5: Electronic Channels
Topic: Offline; Teaching type: LO2; LO: I, T
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Session 3: Chapter 6: Setting Prices and Implementing Revenue Management
Topic: Offline; Teaching type: LO2; LO: I, T, U
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Session 4: Guidelines for Group Assignment
Topic: Offline; Teaching type: LO2, LO5; LO: TU
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Session 1: Quiz 2: Chapter 4,5,6
Topic: Offline; Teaching type: LO2; LO: I, T
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Session 2: Chapter 7: Promoting Services and Educating Customers
Topic: Offline; Teaching type: LO2; LO: I, T
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Session 3: Case study analysis-promoting service
Topic: Offline; Teaching type: LO1, LO2; LO: I, T
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Session 4: Chapter 8: Developing and Managing Service Processes
Flow-charting
Topic: Offline; Teaching type: LO3; LO: I, T
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Session 1: Chapter 8: Developing and Managing Service Processes,Blue-Printing
Topic: Offline; Teaching type: LO3; LO: T, U
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Session 2: Chapter 8: Service process redesign
Topic: Offline; Teaching type: LO3; LO: T
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Session 3: Chapter 9: Balancing Demand Against Productive Capacity
Topic: Offline; Teaching type: LO3; LO: I, T
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Session 4: Chapter 9: Balancing Demand Against Productive Capacity
Topic: Offline; Teaching type: LO3; LO: I, T
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Session 1: Quiz 3: Chapter 7,8,9
Topic: Offline; Teaching type: LO4; LO: I, T, U
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Session 2: Chapter 10: Crafting the Service Environment
Topic: Offline; Teaching type: LO4; LO: I, T
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Session 3: Chapter 10: Crafting the Service Environment
Topic: Offline; Teaching type: LO4; LO: I, T
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Session 4: Chapter 11: Managing People for Service Advantage
Topic: Offline; Teaching type: LO4; LO: I, T
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Session 1: Chapter 11: Managing People for Service Advantage
Topic: Offline; Teaching type: LO4; LO: I, T
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Session 2: Submission of individual assignment
Topic: Offline; Teaching type: LO4; LO: I, T
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Session 3: Quiz 4: Chapter 10,11
Topic: Offline; Teaching type: LO4; LO: T, U
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Session 4: Chapter 12: Managing Relationships and Building Loyalty
Topic: Offline; Teaching type: LO4; LO: I, T, U
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Session 1: Chapter 12: Managing Relationships and Building Loyalty
Topic: Offline; Teaching type: LO4; LO: T, U
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Session 2: Chapter 12: Managing Relationships and Building Loyalty
Topic: Offline; Teaching type: LO4; LO: U
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Session 3: Chapter 13: Complaint Handling and Service Recovery
Topic: Offline; Teaching type: LO4; LO: I, T
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Session 4: Chapter 13: Complaint Handling and Service Recovery
Topic: Offline; Teaching type: LO4; LO: 
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Session 1: Chapter 13: Complaint Handling and Service Recovery
Topic: Offline; Teaching type: LO4; LO: I, T
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Session 2: Chapter 13: Complaint Handling and Service Recovery
Topic: Offline; Teaching type: LO4; LO: 
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Session 3: Chapter 14: Improving Service Quality and Productivity
Topic: Offline; Teaching type: LO4; LO: I, T, U
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Session 4: Chapter 14: Improving Service Quality and Productivity
Topic: Offline; Teaching type: LO4; LO: 
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Session 1: Chapter 14: Improving Service Quality and Productivity
Topic: Offline; Teaching type: LO4; LO: I, T
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Session 2: Chapter 14: Improving Service Quality and Productivity
Topic: Offline; Teaching type: LO4; LO: 
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Session 3: Essay Test
Topic: Offline; Teaching type: LO4; LO: I, T, U
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Session 4: Chapter 15: Service Leadership (pp.413-426)
Topic: Offline; Teaching type: LO4; LO: 
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Session 1: Chapter 15: Service Leadership (pp.413-426)
Topic: Offline; Teaching type: LO4; LO: I, T
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Session 2: Submission of group assignment report and powerpoint slides
Topic: Offline; Teaching type: LO4; LO: 
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Session 3: GROUP PRESENTATION & COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: IT
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Session 4: GROUP PRESENTATION & COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: 
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Session 1: GROUP PRESENTATION & COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: TU
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Session 2: GROUP PRESENTATION & COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: 
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Session 3: GROUP PRESENTATION & COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: IT
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Session 4: GROUP PRESENTATION & COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: IT
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Session 1: GROUP PRESENTATION & COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: ITU
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Session 2: GROUP PRESENTATION & COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: TU
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Session 3: GROUP PRESENTATION & COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: IT
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Session 4: GROUP PRESENTATION & COURSE REVIEW
Topic: Offline; Teaching type: LO1, LO2, LO3, LO4, LO5; LO: IT
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