Course Details

Course Information Package

Course Unit CodeABSM405
Course Unit Details
Number of ECTS credits allocated5
Learning Outcomes of the course unitBy the end of the course, the students should be able to:
  1. Identify the characteristics of services and the distinctive marketing challenges posed
  2. Identify the components of the expanded services marketing mix (7 Ps) and apply the 7Ps concept to different service settings
  3. Describe the flower of service and know how the facilitating and enhancing supplementary services relate to the core product
  4. List the categories of new service development and be familiar with the factors needed to achieve success in developing new services
  5. Evaluate the effectiveness of the 7Ps used by various service organisations
Mode of DeliveryFace-to-face
Recommended optional program componentsNONE
Course Contents

New Perspectives on Marketing in the Service Economy

Why study Services?

What are Services?

The Marketing Challenges Posed by Services

The Expanded Marketing Mix Required for Services


Developing Service Concepts: Core and Supplementary Elements

Planning and Creating Services

The Flower Service

Planning and Branding service Products

Development of New Services


Distributing Services Through Physical and Electronic Channels

Place and Time Dimensions

Delivering Services in Cyberspace


Exploring Business Models: Pricing and Revenue Management

Effective Pricing Is Central to Financial Success

Pricing Strategy Stands on Three Legs

Putting Service Pricing into Practice


Educating Customers and Promoting the Value Proposition

Role of Marketing Communications

Communicating Services Presents Both Challenges and Opportunities

The Marketing Communications Mix


Designing and Managing Service Processes

Blueprinting Services to Create Valued Experiences and Productive Operations

Dysfunctional Customer Behaviour Disrupts Service Processes


Crafting The Service Environment

What is the Purpose of Service Environment?

Dimensions of the Service Environment


Managing People for Service Advantage

Service Employees Are Crucially Important

Frontline Work Is Difficult and Stressful

Cycles of Failure, Mediocrity, and Success

Human Resources Management:

 How to Get It Right


Improving Service Quality and Productivity

What is Service Quality?

The Gaps Model-a conceptual tool to identify and correct Service quality Problems

Measuring and Improving Service Quality

Defining and Measuring Productivity

A Process for Developing New Services



Recommended and/or required reading:
  • Lovelock, C and Wirtz, J (2011), Services Marketing: People, Technology, Strategy. Upper Saddle River, New Jersey: Prentice Hall
  • Kolter P., Bloom P. and Hayes T. (2002) Marketing Professional Services Forward Thinking Strategies for Boosting your Business, Your Image, and Your Profits. NY: Prentice-Hall.
  • Palmer A., (2001) Principles of Services Marketing. NY: Mc Graw Hill.
Planned learning activities and teaching methodsLectures supported by power point presentations, class discussions, use of video material to demonstrate the application of various concepts by companies
Assessment methods and criteria
Mid-term exam20%
Group assignment25%
Group presentation5%
Final Exam50%
Language of instructionEnglish
Work placement(s)NO

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