COURSE SYLLABUS

1. Course name: SERVICE MARKETING

2. Course code: HOS3001
3. Major: Hospitality Management
4. Credit: 03
5. Level: Undergraduate
6. Prerequisite: MKT2001 Basic Marketing
7. Course aims:
This course is designed to:
+ Equip the students with the foundation of knowledge and skills related to
Marketing activities in the service sector.
+ Ensure the students have the ability to apply the knowledge of Service
Marketing to the development and implementation of Marketing strategy and policy for a
specific service business – both practically and hypothetically.
+ Facilitate learners to practice their communication skills, problem solving skills,
decision making skills, cooperation skills, time management skills and professional
working attitudes through variable practical activities, both during and after class.
8. Course learning outcomes (CLO)
After studying this course, students should be able to:
Code of
No. learning Learning outcomes
outcomes
Explain differences between Marketing for services and
1 CLO1
Marketing for physical goods
Identify proper focusing strategies for a real or simulative service
2 CLO2
firm

3 CLO3 Predict customer behavior when purchasing a service

4 CLO4 Judge Marketing plan of a real or simulative service firm

Recommend a marketing plan, marketing policies for a real or
5 CLO5
presupposed service firm
6 CLO6 Strengthen communication skills and team working skills
Matrix showing the alignment of Course Learning Outcomes (CLO) with Program
Learning Outcomes (PLO)

PLO10

PLO11

PLO12
PLO

PLO1

PLO2

PLO3

PLO4

PLO5

PLO6

PLO7

PLO8

PLO9
CLO

CLO1 X X
CLO2 X X X
CLO3 X X
CLO4 X X
CLO5 X X
CLO6 X X
Overall X X X X X X
9. Student’s responsibilities:
- Attending at least 80% class hours during the course.
- Participating in-class discussions.ur
- Reading the study documents according to lecturers’ instruction.
- Fulfilling all of the required assignments and tests.
10. Courses materials
10.1.Course books:
+ CB1: Lecturer’s handouts of Service Marketing
+ CB2: Service Marketing – People, Technology, Strategy; Lovelock, C., Wirtz, J.;
Prentice Hall; Seventh edition; (2011)
+ CB3: eMarketing - The essential guide to marketing in a digital world; Rob Stoke
and Minds Quirk; Quirk eMarketing (Pty) Ltd; the 5th Edition (2013).
10.2. References:
+ R1: Service Marketing; Lovelock; C., Vandermerw, S., Lewis, B., Fernie, S.;
Edinburgh Business School (Heriot-Watt University) (2011)
+ R2: Service Marketing-Concepts, strategies, cases; Hoffman, K.D., Bateson,
J.E.G.; Cengage Learning; Fourth edition (2010)
+ R3: Service Marketing-Integrating Customer focus across the firm (second
European edition), Wilson, A., Zeithaml, V.A., Bitner, M.J, Gremler, D.D.; Mc
Grawhill (2012).
+ R4: Papers, Case studies about service businesses, about marketing activities in
service businesses in Vietnam and around the world.
11. Grading policy: Credit-based system.
12. Detailed Course contents
CHAPTER 1
AN INTRODUCTION TO SERVICE MARKETING
1.1. Why Service Marketing?
1.2. What is a Service?
1.1.1. Service definition
1.1.2. Service categories
1.1.3. Service characteristics
1.3. The challenges of Service Marketing
1.4. The expansion of Marketing Mix in service sector
Learning materials
+CB1: Chapter 1; Lecturer’s Service Marketing handouts; Vo Thi Quynh Nga, Mai
Thi Hieu Nhi (2018)
+CB2: Chapter 1; Service Marketing – People, Technology, Strategy; Lovelock, C.,
Wirtz, J.; Prentice Hall; Seventh edition; (2011)

CHAPTER 2
CUSTOMER BEHAVIOR IN SERVICE CONTEXT
2.1. Categorizing service customers
2.1.1. By geographical criteria
2.1.2. By buying and using status criteria
2.1.3. By buying purpose criteria
2.2. The consumption process of service customer
2.2.1. The Three-Stage Model of service consumption
2.2.2. Some notable characteristics of service consumption process
2.3. Expectation and perception of service customer
2.3.1. Expectation
2.3.2. Perception
Learning materials
+CB1: Chapter 2; Lecturer’s Service Marketing handouts; Vo Thi Quynh Nga, Mai
Thi Hieu Nhi (2018)
+CB2: Chapter 2; Service Marketing – People, Technology, Strategy; Lovelock, C.,
Wirtz, J.; Prentice Hall; Seventh edition (2011)
 CHAPTER 3
SERVICE MARKETING STRATEGY
3.1. An Overview of Marketing strategy in Service sector
3.1.1. Marketing Strategy definition
3.1.2. Marketing Strategy focusing on customers
3.1.3. Elaborating Marketing strategy in service businesses
3.2. Determining of target market for service
3.2.1. Market Segmentation
3.2.2. Target market determination
3.3. Service positioning
3.3.1. Signification of service positioning
3.3.2. Some strategies of service positioning
3.4. Defining the offers for target market
Learning materials
+CB1: Chapter 3; Lecturer’s Service Marketing handouts; Vo Thi Quynh Nga, Mai
Thi Hieu Nhi (2018) –
+CB2: Chapter 3; Service Marketing – People, Technology, Strategy; Lovelock, C.,
Wirtz, J.; Prentice Hall; Seventh edition (2011)

CHAPTER 4
APPLYING THE MARKETING MIX 4Ps TO SERVICES
4.1. Developing service concepts: core and supplementary elements
4.1.1. Designing service concept
4.1.2. Deciding service categories
4.1.3. Service branding
4.1.4. Service quality
4.1.5. Developing new services
4.2. Distributing Services Through Physical and Electronic Channels
4.2.1. Distribution in a service context
4.2.2. Place and Time decisions
4.2.3. Electronic channels in service distribution
4.2.4. The Role of Intermediaries in service distribution
4.3. Setting service prices
4.3.1. Customer Perception of service prices
4.3.2. Techniques of setting prices
 4.3.3. Pricing decisions connecting to service capacity
4.4. Promoting services and educating customers
4.4.1. Challenges and opportunities of communication in service
4.4.2. The targets and purposes of communication in service
4.4.3. Designing the message for communication in service
Learning materials
+CB1: Chapter 4; Lecturer’s Service Marketing handouts; Vo Thi Quynh Nga, Mai
Thi Hieu Nhi (2018)
+CB2: Chapter 4,5,6,7; Service Marketing – People, Technology, Strategy;
Lovelock, C., Wirtz, J.; Prentice Hall; Seventh edition (2011)

CHAPTER 5
THE MANAGEMENT OF SERVICE INTERFACE:
THE UNIQUE 3Ps OF SERVICE MARKETING
5.1. Designing marketing-oriented service processes
5.1.1. Blueprinting in Services to Create Valued Experiences and Productive
Operations
5.1.2. Service process redesign
5.1.3. The customer as a co-producer

5.2. Crafting the service environment

5.2.1. Roles of the service environment
5.2.2. Dimensions of the service environment
5.2.3. Customer response to service environment
5.2.4. Decisions of service environment
5.3. Building service style for contact personnel
5.3.1. Crucial importance and roles of contact personnel
5.3.2. Aspects of contact personnel reflecting services
5.3.3. Difficulties of contact personnel in serving customers
5.3.4. Some essential skills of contact personnel
5.3.5. Building service style for contact personnel
Learning materials
+CB1: Lecturer’s Service Marketing handouts; Vo Thi Quynh Nga, Mai Thi Hieu
Nhi (2018) – Chapter 5
 +CB2: Chapter 8, 10,11; Service Marketing – People, Technology, Strategy;
Lovelock, C., Wirtz, J.; Prentice Hall; Seventh edition (2011)

CHAPTER 6
CUSTOMER RELATIONSHIP MANAGEMENT AND BUILDING LOYALTY
6.1. Building loyalty
6.1.1. Advantages of customer loyalty
6.1.2. Building loyalty
6.2. Customer relationship management (CRM)
6.2.1. Objectives of CRM
6.2.2. Four wheels of CRM
6.3. Implementing service recovery strategies
6.3.1. Customer complaining behavior
6.3.2. Principles of effective service recovery system
6.3.3. Learning from customer feedbacks
Learning materials
+CB1: Lecturer’s Service Marketing handouts; Vo Thi Quynh Nga, Mai Thi Hieu
Nhi (2018) – Chapter 6
+CB2: Chapter 12, 13; Service Marketing – People, Technology, Strategy;
Lovelock, C., Wirtz, J.; Prentice Hall; Seventh edition (2011)

CHAPTER 7
ONLINE MARKETING IN SERVICE SECTOR
7.1. An introduction to Online marketing
7.1.1. The concepts of online marketing
7.1.2. The specifications of online marketing
7.2. Online marketing tools
7.2.1. Email Marketing
7.2.2. Search Engine Marketing
7.2.3. Affiliate Marketing
7.2.4. Online Advertising
7.2.5. Marketing on social media
7.2.6. Viral Marketing
7.2.7. Mobile Marketing
7.2.8. Public Relations via web
 7.2.9. Article Marketing
7.3. The application of Online marketing in service sector:
7.3.1. The importance of online marketing in service sector
7.3.2. The applications of online marketing in service sector
7.3.3. The most up-to-date trends in online marketing
Learning materials
+CB1: Chapter 7; Lecturer’s Service Marketing handouts; Vo Thi Quynh Nga, Mai
Thi Hieu Nhi (2018)
+CB2: eMarketing - The essential guide to marketing in a digital world; Rob Stoke
và Minds Quirk; Quirk eMarketing (Pty) Ltd; the 5th Edition (2013).
13. Matrix showing the alignment of Course Learning Outcomes (CLO) with Course
Contents

Chapter CLO1 CLO2 CLO3 CLO4 CLO5 CLO6

1 X X
2 X X
3 X X
4 X X X
5 X X X
6 X X X
7 X X
14. Matrix showing the alignment of Course Learning Outcomes (CLO) with
Teaching Learning Methods (TLM)

Teaching-
CLO1

CLO2

CLO3

CLO4

CLO5

CLO6
No. Code Learning Methods Group
(TLM)
1 TLM2 Lecturing 1 X X
2 TLM6 Case Study 2 X X X
3 TLM10 Debate 4 X X X
4 TLM12 Peer Practice 5 X X X X X X
5 TLM19 Simulation 4 X X
6 TLM20 Jigsaw 5 X X
7 TLM21 Self-Studying 6 X X X X X
8 TLM22 Peer Grading 6 X X X
Project- Oriented
9 TLM23 4 X X
Learning
15. Time allocation for learning contents equivalent to 3 credits (1 credit = 15
periods)

Number of credits
Practice/ Teaching-learning
Chapter Title of chapter Theor
Discussion Sum methods
y (*)

Lecturing, Case
Introduction to
1 3 3 6 Study, Peer Practice,
services marketing
Peer Grading

Customer behavior in Lecturing, Peer

2 3 3 6 Practice
service context

Service Marketing Simulation, Peer

3 3 3 6 Practice
Strategy

Simulation, Peer
Applying the 4P of Practice, Peer
4 7 8 15
Marketing to services Grading, Project-
Oriented Learning
Management of Debate, Peer
service interface: 3 Practice, Peer
5 4 5 9
unique Ps of service Grading, Project-
Marketing Oriented Learning
Chapter 6: Customer Case Study, Peer
Relationship Practice, Jigsaw
6 1 2 3
Management and
building loyalty
Marketing online in Self-Studying,
7 0
service context Simulation
Total 21 24 45
*Note: The actual number of practice/discussion credits will double the number of
designed practice/ discussion credits.
16. Matrix showing the alignment of Course Learning Outcomes (CLO) and
Assessment Methods (AM)

CLO1

CLO2

CLO3

CLO4

CLO5

CLO6
No. Code Name of assessment method

1 AM10 Teamwork Assessment X

2 AM2 Assignment X X X X
3 AM3 Group Oral Presentation X X X X
4 AM4 Performance Test X
5 AM6 Essay X X X X
17. Assessment schedule

CLO 1

CLO 2

CLO 3

CLO 4

CLO 5

CLO6
Assessment Weight
No Week Content
Methods (%)

Chapter Teamwork
1 1-15 15 X
1,2,3,4,5,6 Assessment
2 4 Chapter 2 Assignment 3.0 X
Assignment,
3 6 Chapter 3 Group Oral 2.0 X X
Presentation
Assignment,
Performance
4 7-10 Chapter 4 test & Group 10 X X X
Oral
Presentation
Assignment,
Performance
5 11-13 Chapter 5 test & Group 5.0 X X X
Oral
Presentation
6 14 Chapter 6 Assignment 3.0 X X
Assignment,
7 15 Chapter 7 Group Oral 2.0 X X
Presentation
8 End- Chapter Essay 60 X X X X
 term
1,2,3,4,5,6
Exam*
Overall 100 X X X X X X
*The weight of the final exam which is decided according to the practice of DUE is 60%
of score of the course

Appendix 1: Matrix Course Learning Outcomes (CLO)-

Performance Indicators (PI)
Performance Indicators (PI)

CLO1

CLO2

CLO3

CLO4

CLO5

CLO6
PLO

1.1. Identify the changing trends affecting

hospitality business activities in the
business environment
1.2. Explain the guidelines and policies of
PLO1

the Communist Party about the socio-

economic development in general and
hospitality development in particular
1.3. Integrate Vietnamese cultural
characteristics into hospitality
management
2.1. Manage direct processes of service
PLO2

delivery.
2.2. Manage support processes of service
delivery.
3.1. Benchmark financial activities of
different types of tourist accommodations.
3.2. Benchmark marketing activities of X X X X
different types of tourist accommodations.
PLO3

3.3. Benchmark human resources activities

of different types of tourist
accommodations.
3.4. Benchmark supply chain activities of
different types of tourist accommodations.
4.1. Analyse viewpoints on modern
PLO4

strategic management.
4.2. Evaluate strategy-formulation X
activities of tourist accommodations.
5.1. Draw up overall business plans that X X X X
involves marketing, human resource and
PLO5

finance plans for tourist accommodations

5.2. Build up business projects, especially
a start-up project for a new tourist
accommodation.
 6.1. Perform skillfully reception service

PLO6
6.2. Perform skillfully restaurant service
6.3. Perform skillfully housekeeping
service
7.1. Communicate effectively both X
verbally and non-verbally; Listen skillfully
PLO7

to communication partners.
7.2. Communicate effectively in servicing
tourists and managing tourist
accommodations.
8.1. Listen, speak, read and write in
English or another language at level 3/6 of
Vietnamese Language Proficiency
Framework or equivalents according to
PLO8

regulations of the Ministry of Education

and Training
8.2. Communicate effectively with tourists
during customer services in English or
another language
9.1. Have IT certificate at advanced level
and above
9.2. Apply effectively one of Hospitality
PLO9

management softwares.
9.3. Use one of the social media to
communicate about tourist
accommodations and interact with current
and potential customers
10.1. Identify arising work-related X X
problems, both theoretical and practical
10.2. Collect, process, analyze and reason X X
PLO10

based on primary and secondary data

10.3. Propose implications and resolutions X
that are based on available evidences and
have a certain level of novelty
11.1. Complete work independently or in X
coordination with other team members
PLO11

11.2. Effectively lead teamwork activities,

especially during customer service
processes
12.1. Demonstrate a full awareness of law
adherence
12.2. Strictly adhere to school regulations
PLO12

12.3. Perform a compliance of enterprise

regulations
12.4. Demonstrate a full awareness of
business ethics
12.5. Perform social responsibility (1)
*Be involved in community service activities and rated at least 50 points on the DUE
extracurricular assessment scale (Decisions No 749/ QD DHKT 20/04/2017)

Danang, March 28th, 2018

Approval of Department/Academic Division

s
Le Thi Lien