Course Code: N1100247 Credits: 2.0
Total Hours: 32
Prerequisites: Marketing
Target Students: Undergraduate students in Business Administration and Top-up Program students in Business Administration
Course Description:
Services Marketing is designed to systematically introduce the characteristics of the service industry, the basic theories of services marketing, and their practical applications. The course aims to equip students with core concepts, strategies, and techniques in services marketing and prepare them to apply these skills in real-world service organizations. Moral education elements are also integrated into the curriculum to foster students’ sense of social responsibility and professional ethics.
Learning Outcomes:
Upon completing this course, students will be able to:
Understand the key elements of the services marketing mix, including market segmentation, target market selection, and service positioning;
Analyze service quality and customer satisfaction, and learn how to measure and improve both customer satisfaction and loyalty;
Develop service marketing strategies, including pricing, distribution channels, and promotion methods tailored to various market needs;
Design and manage service processes effectively to meet customer expectations efficiently;
Implement service personnel management and internal marketing to enhance employee service awareness and capabilities;
Design physical evidence strategies to strengthen customer trust and enhance service experience;
Handle service failures and implement recovery strategies to effectively manage service breakdowns.
Teaching Methods:
This course adopts a blend of case-based teaching, heuristic instruction, and seminar-style learning, with an emphasis on the integration of theory and practice. Teaching methods include:
Case studies: Analyze real-world service cases to deepen students’ understanding and application of service marketing theories;
Heuristic instruction: Encourage students to think critically about key issues in services marketing and propose practical solutions;
Seminars: Facilitate in-depth discussions on selected topics to promote idea exchange and collaborative learning;
Field practice: Organize company visits, research, or simulations to enrich students’ hands-on experience.
Assessment Methods:
Final grades are composed of two parts:
Class performance (50%): Evaluates classroom participation, attendance, and assignment completion, with a focus on students’ understanding and application of core knowledge;
Final assessment (50%): In the form of a group project, requiring students to either design a services marketing plan or conduct a market research report for a service-oriented company, assessing their ability to apply what they’ve learned to solve real problems.
