Course : Service Marketing

Course Code : BMKT 31233

Credit Value : 3

Status : Compulsory

Level                           : Level 3

Semester                     : Semester I

Overall Learning Outcomes : At the end of the course unit students should be able to;

  1. appraise the unique challenges of services marketing, and learn the strategies and tools to deal with these challenges
  2. analyze the application of the marketing mix in a service environment
  3. inspect the importance of customer retention, service recovery, relationship development, and role of internal marketing
  4. examine the impact of service quality measurements to build customer satisfaction and loyalty in a service environment
  5. integrate the learnt content to  solve service marketing challenges in different industries and contexts
  6. practice services marketing approach to become better customer service representatives in the service environment

Course Content                     :

Topic No.


Learning Outcomes



Learning Method

Method of Assessment


Introduction to Service Marketing

At the end of the session students should be able to;

  1. appraise the nature of services through analyzing the characteristics of services
  2. discuss the implications of service characteristics in service organizations
  3. construct the strategies to be adapted in the face of service characteristics
  4. compare and contrast the categories of services using real world examples
  5. illustrate the transformation of services in the global economy


Ice breaking exercise Classroom discussion

End Semester Examination


Consumer Behavior in Service Encounters

At the end of the session students should be able to;

  1. analyze the stages in consumer decision making process of services
  2. evaluate the various product/service attributes in different industries
  3. discuss the different components of customer expectations in services
  4. illustrate the relationship between customer expectation and customer satisfaction
  5. display an understanding on the methods of managing service encounters in high contact and low contact services

Lectures  Brainstorming Debates

End Semester Examination


Service Quality and Productivity

At the end of the session students should be able to;

  1. distinguish between customer gaps and marketer gaps in service quality
  2. recognize the strategies in addressing service quality gaps
  3. analyze the relationship between service quality and customer satisfaction
  4. review the usage of SERVQUAL  model as a research tool by analyzing available literature

Lectures  Assignment  Group discussions Article review

End Semester Examination Assignment


Service  Development & Design

At the end of the session students should be able to;

  1. distinguish between core products, supplementary services and delivery processes
  2. differentiate enhancing and facilitating supplementary services
  3. analyze the stages in a new service development process through comparing and contrasting the new service development process to new product development process
  4. construct a service blue print for a given scenario
  5. formulate strategies to overcome service design related problems using a given scenario


Buzz groups Case study

End Semester Examination


Service Delivery Process

At the end of the session students should be able to;

  1. examine the modes of service distribution in the modern context
  2. analyze the employees role in services delivery process
  3. evaluate the customers levels of participation in service production and delivery
  4. recognize the methods in managing customers as partial employees to increase productivity in service delivery process
  5. evaluate the role of intermediaries in service delivery process
  6. illustrate the approaches and potential benefits of redesigning the service delivery process
  7. formulate strategies to overcome service delivery process for related problems in a given organization


Buzz groups and Crossovers

Case study

End Semester Examination


Managing Demand & Capacity of Services

At the end of the session students should be able to;

  1. discuss the need for demand and capacity management in services
  2. assess the alternative capacity management strategies
  3. recognize the best demand management strategies to be used in given scenarios
  4. formulate strategies to manage service demand and capacity related issues in organizations
  5. evaluate yield management and its applications in the business practices

Lectures  Brainstorming Classroom discussions

End Semester Examination Assignment


Pricing for Services

At the end of the session students should be able to;

  1. evaluate the main approaches to pricing of services
  2. recognize the usability of pricing approaches in services marketing perspective
  3. evaluate revenue management techniques in services marketing


Buzz groups  Question and answering session

End Semester Examination


Communication Mix for Services

At the end of the session students should be able to;

  1. analyze the challenges and opportunities in communicating service benefits to customers
  2. appraise the role of internal communication in services
  3. distinguish between various channels in communicating services and its integration for best results
  4. formulate strategies on matching service promises to delivery


Buzz groups

End Semester Examination


Managing Service Evidences

At the end of the session students should be able to;

  1. justify the need for physical evidence to manage customer  experience
  2. discuss the dimensions of service environment
  3. develop strategies in designing the service environment in order to create service excellence

Lectures  Classroom discussions  Question and answering

End Semester Examination


Customer Retention, Customer Relationship Marketing & Service Recovery

At the end of the session students should be able to;

  1. appraise the importance of winning customer loyalty in service marketing
  2. discuss the various customer relationship development strategies in creating service excellence
  3. analyze the impact of service failure on customer satisfaction in organizations
  4. propose service recovery strategies to given scenarios of service failure
  5. practice services marketing approaches in solving service related issues in an organization

Lectures  Group discussions  Case study Presentation

End Semester Examination Report and presentation

Recommended Reading:

  1. Lovelock C.H., Wirtz J. and Chatterjee J.  (2010), “Services Marketing-People, Technology, Strategy: A South Asian Perspective”, 9th edition, Dorling Kindersley (India) Pvt. Ltd, New Delhi.
  2. Gremler D., BitnerM.J and Zeithaml V.A. (2012), “Services Marketing, Integrating Customer Focus across the Firm”, 6th edition, McGraw-Hill, New Delhi.
  3. Lovelock C. H. and WirtzJ. (2010), “Services Marketing”, 7th edition, Prentice Hall, New Jersey, USA.
  4. Lovelock C.H., Wirtz J., and HeanKeh T. (2002), “Services Marketing in Asia: Managing People, Technology, and Strategy”, Prentice Hall, Singapore.
  5. Hoffman D.K. and Bateson J.E.G. (2010), “Services Marketing: Concepts, Strategies, & Cases”, 4th edition, Cengage Learning, USA
  6. Jauhari V. and Dutta K. (2012), “Services Marketing, Operations, and Management”, Oxford University Press, New Delhi.


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