MAR302 - SERVICES MARKETING

Unit Guide

Trimester 1 – 2023-2024
1. CONTACT INFORMATION
Lecturer Nguyễn Thị Mai Trang Email: trangntm@ueh.edu.vn
Program Ms. Nguyen Truong An Address: B1.1411 - 279 Nguyen Tri Phuong St.
Administrator W5, D10, HCMC
Phone: (028) 3920 9999 (Ex: 305)
Email: an.nguyen@isb.edu.vn

2. UNIT OVERVIEW
The unit focuses on the unique challenges of marketing and managing services and delivering
quality service to customers. The attraction, retention, and building of strong customer
relationships through quality service and services are at the heart of the course content. The
course is equally applicable to organizations whose core product is service (e.g., banks,
transportation companies, hotels, hospitals, educational institutions, professional services,
telecommunication, etc.) and to organizations that depend on service excellence for competitive
advantage (e.g., high technology manufacturers, auto motive, industrial products, etc.).

The basic concepts covered in the unit include: the difference between marketing services versus
products; the role of the service encounter; the key drivers of service quality; the customer’s role
in service creation; service design and innovation; going beyond service to create customer
experiences; technology’ s impact on services; managing customer service expectations; and
customer service metrics.

3. PREREQUISITE
Principles of Marketing, Consumer Behavior, and Marketing Research

4. UNIT LEARNING OUTCOMES

Upon completion of this unit, students will be able to:
ULO1 Gain an understanding of the distinct challenges faced by the managers of service firms
compared to goods firms
ULO2 Understand the unique challenges involved in marketing and managing services
ULO3 Identify differences between marketing in services and manufacturing organizations
ULO4 Identify and analyze the various components of the "services marketing mix"--the
original 4Ps plus the physical environment, processes, and people
ULO5 Compare the distinct problems faced when moving across service industries
ULO6 Understand and discuss key issues required in managing customer satisfaction and
service quality
ULO7 Appreciate the role of employees (and often customers) in service delivery, customer
satisfaction, and service recovery.
ULO8 Understand and utilize techniques and frameworks that allow management of
processes in service firms more effectively

5. PROGRAM LEARNING OUTCOMES

In line with its focus on assuring students’ skills in unit learning outcomes 1-7 above, this unit is
also responsible for introducing/developing/assuring the following program-level learning
outcomes (PLOs):
PLO1 Knowledge & Application

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 Solid understanding and competency of appropriate application of business discipline-
specific knowledge.
PLO2 Communication
Competency in professional written and oral communication suited to multiple
audiences and contexts.
PLO3 Teamwork
Effective collaboration in teamwork or other tasks in organizational settings.
PLO4 Critical thinking
Critical thinking through appropriate observing, analysing and reasoning, etc.
PLO5 Problem solving
Effective and constructive problem solving.
PLO6 Ethics
An ethical perspective, including an understanding of the ethical responsibilities of
organizations.
PLO7 Cultural Diversity
A global mindset, including an understanding of the different business settings, the
ability to identify foreign market potentials, to diagnose cross-cultural communication
problems and propose appropriate solutions.

6. STUDENT WORKLOAD
6.1. Study Load
STUDENTS WILL BE EXPECTED TO PARTICIPATE in the class discussions. To do this, it’s important
that students review all the relevant materials, some of which will be given to the students as
homework, whilst other content will be given to them in class as preparation for the discussions.
The students can learn a great deal from listening to other people’s insights and views. As well
as this method of learning, the course will also use in-class mini presentations, assignments, and
open discussions to do this.
A student is expected to study 04 credit hours per week in the class. Meanwhile, students also
have to spend at least 08 credit hours per week for self-study and/or off-class group work.
6.2. Attendance
It is strongly recommended that students attend all scheduled learning activities to support their
learning.
6.3. Online learning requirements
Unit materials will be made available on the unit’s E-Learning site. Students are expected to
consult E-learning at least twice a week, as all unit announcements will be made via the platform.
Teaching and learning materials will be regularly updated and posted online by the teaching
team.
6.4. Feedback on assessments
Feedback is an important part of the learning process that can improve your progress towards
achieving the learning outcomes. Feedback is any written or spoken response made in relation
to academic work such as an assessment task, a performance or product. It can be given to you
by a teacher, an external assessor or student peer, and may be given individually or to a group of
students. At ISB, it is the responsibility of all students to seek out and act on feedback that is
provided as a resource for further learning.
6.5. General submission requirements
– Students must complete all assessments on the assigned dates. If there are extenuating
or unforeseen circumstances, students must follow the school’s policies and procedures
accordingly.

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 – All students must complete assignments and strictly follow instructions on how to submit.
The students must keep a copy of all assignments submitted for marking.
– If a student submits a late assessment without receiving a formal approval for an
extension of time (on the basis of an agreement between the school and the instructor),
that one will be penalized by 10% per day for up to 10 days. In other words, marks equal
to 10% of the assignment’s weight will be deducted from the mark awarded.
6.6. Special Requirements
– Essential equipment: Not applicable
– Legislative pre-requisites: Not applicable

7. STUDENT ASSESSMENT SYSTEM

The assessment items in this unit are designed to enable the students to demonstrate that they
have achieved the unit learning outcomes. Completion and submission of all assessment items
which have been designated as mandatory or compulsory is essential to receive a passing grade.
To pass this unit, the students must:
– Complete all assessment items.
– Achieve an overall mark of at least 50%.
– Achieve the mandatory attendance threshold requirement of 80% of all classes.
Complete all available assessment elements. An automatic Fail Non-Submission grade must be
awarded if any assessment task is not submitted/completed as per the details specified.

Type of
Assessments Weight Due PLOs assessed
Collaborations
1. Class presentation Group 15% TBA PLOs 1-7
2. Midterm Exam Individual 15% S10 PLOs 1-7
3. Case studies Group 10% TBA PLOs 1-7
4. Group Project Group 10% S15 PLOs 1-7
5. Final Exam Individual 50% After S15 PLOs 1-7

7.1. Assessment 1: Class presentation

Weight: 15%
Type of Collaboration: Group

Overview
This activity requires students to prepare and present a chapter from the textbook in class
through a variety of teaching and learning methods.

7.2. Assessment 2: Midterm exam

Weight: 15%
Type of Collaboration: Individual
Due: Session 10
Format: Multiple-choice questions

Overview
Students will do the 1-hour test, 60 MCQs, in-class, including Chapters 1 ?

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7.3. Assessment 3: Case studies
Weight: 10%
Type of Collaboration: Group
Due: TBA

Overview
During the semester, we will discuss case studies. In preparation for these, please ensure that
you come in class to the assigned dates having read and analyzed the cases studies. We will
discuss the answers in class. Note, that you will not have additional time in the class to read the
case or answer the questions.

7.4. Assessment 3: Group Project

Weight: 10%
Type of Collaboration: Group. Self-slected group, 4 members per group.
Due: TBA

Overview
The specific brand name will be provided by the lecturer.
Students will work in self-selected group to analyze the service quality of one service firm doing
business in Vietnam. Students should utilize the concepts and frameworks covered in course
material in the written report.

Details
* Written report (15%):
- Instruction (Required Contents):
 Group Assignment Cover Sheet
 Peer Evaluation form
 Cover Page
 Table of Contents
 List(s) of Abreviations; Tables and Figure (If any)
 Abtract
 Introduction the context, industry service and chosen brand
 Literarure Review
 Theoretical Model and Hypotheses
 Research Methodology (Qualitative research, Quantitative research: Questionaire)
 Data Analysis and Results (Using SPSS)
 Conclusions & Implications
 Limitations (If any)
 Preference
 Appendix
Formating requirements:
- 15-20 pages report (excluding Preference and Appendix, +/-10% is acceptable)
- All document text with the exception of items embedded in figures must be black
- The font must be a standard style that is clear and readable. There is not a preferred font
style; however, you can only use one style type (i.e., Times New Roman, Arial, Calibri,
etc.).
- The font size must be either 12 point or 13 point size; 1.5 lines spacing
- You will need to cite any resources used for the project
- APA 7th ed.

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* Presentation (10%): All groups will be required to give a presentation in class highlighting the
important points of the report. Drescoe: Business attire.
Required contents:
 Table of Contents + Group Introductions
 Introducing of the context, industry service and brand
 Presenting literature review and hypotheses
 Illustrating the findings (questionaire, results)
 Introducing the implications, recommendations, and limitations.
Required format:
 Number of slides: Maximum 15 mins for presentation and 5 mins for Q&A.
 Citation & Referencing style: APA.

Note: All students must participate in the presentation and failure to do so will result in the
student getting zero marks for the presentation. Special circumstances that may arise needs to
be discussed with the team and senior lecturer and will be considered on a case-by-case basis.
Moreover, individual performance will be reviewed during the presentation.

7.5. Assessment 5: Final exam

Weight: 50%
Type of Collaboration: Individual
Due: After S15, arranged by Testing Department
Format: From 30-40 MCQs, about 3 answer questions
Duration: 90 minutes
Submission: Offline final exam

Overview
The final exam will consist of a 90-minute closed book exam (+5 mintutes for reading) to be
undertaken during the formal examination period. The exam will cover all lecture materials and
relevant textbook chapters. The format of the exam will be a selection of MNCs, short and long
questions.
More information about the exam format will be given in class closer to the end of the course.

8. LEARNING MATERIALS
Ebook Zeithaml, V. A., Bitner, M. J., Gremler, D. D. (2018). Services Marketing -
Integrating Customer Focus Across the Firm (7th ed.). McGraw-Hill
Recommended
As assigned by the lecturer.
readings
E-library https://smartlib.ueh.edu.vn/
E-learning http://e-learning.isb.edu.vn/

9. SCHEDULE OF ACTIVITIES
Session Main purposes Reading Materials
1 Introduction to service marketing ZBG (2013) – Chapter 1
2 The Gaps model of service quality ZBG (2013) – Chapters 2
3 Customer expectations & perceptions of service ZBG (2013) – Chapter 4
4 Building customer relationships ZBG (2013) – Chapter 6
5 Service recovery ZBG (2013) – Chapter 7

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 Service recovery (cont.) Case 1: Dr Beckett’s dental
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office (LPW)

7 Customer-defined service standards ZBG (2013) – Chapter 9

8 Physical evidence & the servicescape ZBG (2013) – Chapter 10
9 Employees’ roles in service delivery (cont.) ZBG (2013) – Chapter 11
10 Midterm Exam
11 Employees’ roles in service delivery (cont.) ZBG (2013) – Chapter 11, 12
Customers’ roles in service delivery
12 Case 2: Kiwi Experience (LPW)

13 Managing demand and capacity ZBG (2013) – Chapter 14

Integrated service marketing communications ZBG (2013) – Chapter 15

14 Pricing of services

15 Group presentation [All groups]

Final Exam

10. GENERAL INFORMATION AND POLICY

10.1. Referencing
Plagiarism
Student assignments are to contain original content created by the students. Assignments will be
rejected if they include plagiarized content or contain excessive amounts of quoted/cited
material and minimal original content. Students will receive a grade of ZERO (0%) for any
assignments rejected for this reason. Written assignments WILL BE checked by the lecturer with
Turnitin.com, an online plagiarism-checking tool.
Sources
Furthermore, your reference to support your statements must be from a reliable source, such as
textbooks, additional reading materials, and reference books. However, many websites are not
reliable sources. Examples are Wikipedia.org, about.com, and ask.com. If you are not sure if a
reference is acceptable or not, please contact the lecturer.

Referencing & Citation

The Publication Manual of the American Psychological Association (APA) 7th ed. will serve as
the primary reference materials for all students. Therefore, all papers must be submitted in APA
format. The mechanics of student papers and work will be evaluated, as well as the content.
10.2. Submission
Assignment cover sheet
 All assignments are required to be submitted with an Assignment Cover Sheet.
 Group assignments are to be submitted with a Group Assignment Cover Sheet as well as a
Peer Evaluation Form depending on the request of unit instructor.
Non-contributing team members can sometimes be an issue with group-work structured
assessment. Individual student group work scores may be adjusted as a result of peer
dissatisfaction with a particular student’s contribution to group work assignments, as reflected
in submissions of the evaluation form.
Note:
 Assignment cover sheets and the evaluation form can be located on E-learning and/ or MyISB
system.

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 Students are advised to keep a copy of all assignments submitted for marking.
Submission style
Assignments are expected to achieve a professional standard:
 Be typed, one and a half spaced, on A4 paper.
 Use a simple clear format, suitable for a report to senior management in a commercial
organization.
Submission method
Soft copy: submitted electronically via E-learning system by 11:55 PM on the due date.
(Suggested title: A#_Student full name_Student ID, # is the number of the Assessment)
Hard copy: submitted to ISB Submission Box at the Reception Area or Faculty Office by the due
date, if required.
Late assignment and make-up policy
No late assignments will be accepted unless prior authorization granted by the Academic
Department based on a Special Consideration Application for assessment task extension.
Students must complete all assessments on the assigned dates including quizzes, mid-term test,
and final exam. If there are extenuating or unforeseen circumstances, students must follow the
school’s policies and procedures accordingly.
10.3. Attendance
Students are required to attend a minimum of 80% of both mainstream blocks of Knowledge
Review & Discussion as well as Knowledge Expansion & Application.
Other cases equating to an absence:
 Arriving to class late by 15 minutes at the beginning,
 Arriving late by 5 minutes after the break
 Leaving prior to the scheduled end time without the permission of the lecturer
If you are unable to attend any session, please let your lecturer know AND submit a request for
absence form to program administrator prior to the session.
 IMPORTANT: Students will not be allowed to sit in the final examination if violating the above
absence rule.
Electronic device use
 Cell phones will be turned off or switched to vibrate mode before class starts.
 No phone calls or text messaging are allowed inside classroom during class time.
 Portable listening and/or music devices may not be operated in the classroom.
 Headphones and/or ear buds of any type may not be worn while in the classroom
whether operating or not.
 Laptop and other electronic devices are not permitted unless specifically authorized by
the lecturer exclusively for note taking and doing class work.
 IMPORTANT: If you are in violation of these policies, you will be excused from class and an
absence will be assessed.
10.4. Email etiquette
Your Lecturer receive many emails each day. In order to enable them to promptly respond to
your emails appropriately, students are asked to follow basic requirements of professional
communication.
Your emails should:
 Have email’s subject.
 Have a concise and descriptive title, including the class and name of the unit you are
enquiring about.
 Be clear about the intention of the emails.
 Use appropriate tone and language, proof-read what is written in the email before
sending it.
Students should also allow 3-4 working days for a response before following up. If the matter is
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legitimately urgent, you may indicate “URGENT” in the email subject header.
Make an appointment: If your email request is complex and requires a lengthy response it may
be probably best to make an appointment with your lecturer/instructor to meet in person.
10.5. Student behavior guidelines
Everyone must behave professionally. Students are expected to always demonstrate respect for
teacher and fellow students. Behavior that is disruptive to a positive learning environment
reported to the teacher will result in a warning on the first instance; the second instance might
result in a failing grade along with expulsion from the school.
Unacceptable behaviors can be:
 Cheating on an exam
 Collaborating with others on work to be presented, if contrary to the stated rules of the
course
 Submitting, if contrary to the rules of the course, work previously submitted in another
course
 Knowingly and intentionally assisting another student in any of the above actions,
including assistance in an arrangement whereby work, classroom performance,
examination, or other activity is submitted or performed by a person other than the
student under whose name the work is submitted or performed.
 Plagiarizing
 IMPORTANT:
 First violation will result in a grade ZERO (0%) for that assignment.
 Second violation will result in a failing course grade.
10.6. Disability support services
Students with disabilities are advised that accommodations and services are available at UEH-
ISB. It is the student's responsibility to contact UEH-ISB office and submit appropriate
documentation prior to receiving such services.
10.7. Additional information
This unit guide may be revised at the discretion of the Academic Department with approval from
Program Academic Director and School Academic Committee where appropriate.