Applied Services Marketing MK 515
Applied Services Marketing
MK 572
- Course Outline -
Objective / This course builds on the student’s understanding of services at undergraduate level. It also introduces contemporary issues, which are influencing the evolution of services both academically and in practice.The course addresses critical issues such as service design and service recovery, as well as recent developments in the services literature, and the role of the front line employee as service creator.
Lecturer(s) / Name / Office / Ext / E-mail
Dr. Natasha Evers / Room 333 Cairnes School / 2788 /
Prof.Aidan Daly / Room 305 Cairnes School / 2548 /
Times / Day / Time / Venue
Lectures / Wednesday / 9.15-11am / CA117, Cairnes Building
Format / This course comprises one two-hour lecture across 12 weeks (Semester II), incorporating one two-hour Dramaturgy workshop.
Programme(s) / 1AB1 (MSc. Marketing)
Assessment / The final grade will be calculated as follows:
- 50% Continuous assessment (CA)
- 50% Final Exam
Note: A minimum of 35% is required in the final written examination before marks for continuous assessment can be included in the determination of the overall mark for the subject.
Workload / Credit weighting: 5 ECT
Lecture hours: 22
Dramaturgy workshop: 2
Examination: 2
Course Readings / Required Reading:
Wilson, A., Zeithaml, V. A., Bitner, M.J. & Gremler, D. (2008) Services Marketing: integrating customer focus across the firm, 1st European Edition, London: McGraw Hill.
Recommended Reading:
Fisk, R.P., Grove, S.J., John, J. (2008) Interactive Services Marketing, 3rd Edition, New Yok: Houghton Mifflin Company.
In addition, you will be required to read additional academic journal articles which will support or address the material in your core textbook. Students are expected to read assigned course material in advance of class.
Part 1 :Aligning Service Design and Standards
13th January 2010 / Ch 8 Service Development and Design
21st January 2010 (Thursday 9-11am) / Ch 9 Customer Designed Service Standards
Reading: Services Marketing (Ch. 8) by Lovelock, C. and Vandermerve, S.
27th January 2010 / Ch 10 Physical Evidence and the Servicescape
Part 2 :Delivering and performing Service
3rd February 2010 / Ch 13 Delivering service through intermediaries
10th February 2010 / Ch 14 Managing demand and capacity
17th February 2010 / Ch 15 Service Recovery
Part 3 :Delivering and performing Service
24th February 2010 / Ch 16 Integrated Services Marketing Communications
March 3rd 2010 / Improvisation workshop : Reading ‘An application of Forum Theatre in Services’ by Aidan Daly
March 10th 2010 / Ch. 17 Pricing of Services
Ch 18 The Financial Impact of Service Quality
March 24th / Marketing services internationally - Articles to be advised by Prof. Aidan Daly
March 31st / Course review