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Course Online Syllabus

Fall 2011

Department MKTGCourse Number4317 Section Number25543
Name of Course Services Marketing
Name of Instructor Hayes,Linda A

This information may not constitute all course policies; students are responsible for all course requirements established by their instructors during the semester and all institutional policies as established in the UHV student handbook.

The syllabus for this course has not been submitted.


Learning Objectives

As a result of this course, students will

  1. Understand the importance of changes in the technological, social and economic environments on an organization's service marketing and management activities.
  2. Develop an understanding of the basic concepts and theories of service marketing and management and their role in creating competitive advantage in the organization's service markets.
  3. Understand marketing's leadership role in determining and improving perceived service quality to enhance customer value, satisfaction and loyalty.
  4. Be able to develop criteria for evaluating the quality of marketing research and apply the results to an organization's service decision-making and strategic planning.
  5. Understand the ethical, cultural, social and global impact of an organization's service marketing and management activities.
  6. Be able to segment service markets, identify attractive target segments and focus the marketing mix toward those target segments when crafting the organization's strategic marketing activities.

Major Assignments/Exams

Midterm Exam 25
Final exam 25
Project 15
Case 15
Class Participation 20

Required Reading

Zeithaml, Bitner and Gremier, Services Marketing,5th ed., ISBN 978-007-3380933.

Recommended Reading

No additional readings have been recommended for this course.

List of Discussion/Lecture Topics

  • Theories and Models of Service Quality
  • Customer Expectations of Service
  • Customer Perceptions of Service
  • Customer Research
  • Building Customer Relationships
  • Service Recovery
  • Service Innovation and Design
  • Physical Evidence and Services
  • Service Delivery Design and Strategies
  • Integrated Marketing Communication Strategies
  • Pricing of Services
  • Managing Demand and Capacity