Services Marketing conducted in English - 光华管理学院.doc

Course Title Services Marketing (conducted in English) Instructor Keh Hean Tat Office ：Guanghua 417 Tel ：6275-6281 E-mail：htkeh@ Office Hours Monday 8:30-11:30am Prerequisite Must have taken ‘Marketing Management’ previously. Textbook Reference Christopher Lovelock, Jochen Wirtz, Hean Tat Keh and Xiongwen Lu (2005), Services Marketing in Asia: Managing People, Technology and Strategy, 2nd ed., Prentice-Hall. (ISBN 0131275372) – recommended, no photocopies please. If you cannot buy this book, you may buy other services marketing books. Teaching Method Lecture, Discussion, Case Analyses, Projects Assessment Group Case Analyses : 40% (2 x 20%) Group Project : 30% Individual Case Analysis : 20% Individual Participation : 10% Cases Please see course schedule Course Description and Schedule Building on what you have learned in ‘Marketing Management,’ this course focuses on services marketing. In many ways, services marketing is different from product marketing. This has important implications in a fast-growing economy such as China, in which the service sector is increasing its contribution to the GDP year after year. In this course, we will explore the unique characteristics of services marketing. More importantly, we will discuss the key strategies and concepts that will provide competitive advantages in the crowded marketplace. These strategies will include service quality measurement, designing service processes, balancing demand and capacity, gathering customer feedback, effective service recovery, and enhancing customer loyalty. We will be taking the marketing manager’s perspective in discussing these issues. By the end of the course, I hope you will have a better appreciation of services marketing and apply this knowledge successfully in your workplace. Group Case Analyses: Six groups will be formed. Each group has to analyze 2 cases (report and presentation). The written case analyses cannot exceed 20 pages each (double-spaced, font size 12,