Department of Marketing & International Business

MBA Program
School of Business and Economics
Course Name:
Service Marketing
Course Code
MKT 627 (1)
& Section No:
Semester: Summer 2017


1. Instructor Associate Professor Dr. Muhammad Sabbir Rahman (Dsr)
2. Office Location NAC 729 (7)

3. Office Hours: 6.00PM -7.00 PM (Saturday)
6.00PM -7.00PM (Thursday)
11.00AM-2.00PM (Thursday)
2.00PM -7.00PM (Wednesday)
4. Office Phone: +880-2-55668200 Est.1786

5. Email Address:
6. Department: Department of Marketing & International Business

7. Links: North South University Website:
School of Business Website:


Class Time & MKT 627 (1) R 07:00PM – 10:10 PM (NAC603)
Course BUS 620
Course Credit 3.0
Course Services marketing substantially differ from goods marketing and it requires
Description different strategies where traditional marketing concepts are not fully applicable.
Service sector represents substantial portion of total employment and GDP all
around the world and Bangladesh is no exception. This course is designed to
benefit the students of services marketing in terms of introduction of basic
concepts of services marketing, the customer gap by examining customer
expectations and perceptions and also in terms of service quality, alignment of
service strategies service standard, service recovery, service delivery and
management of service promises.
Course Objectives The course aims at providing insights to –
 Nature of services and its impact on marketing
 Modified marketing mixes for services
 Service design through blueprinting for efficient delivery
 Balancing supply and demand in service setting
 Evaluating service performance through GAPS model analysis and

ASSESSMENT STRATEGY AND GRADING SCHEME Tools Points Attendance & Participation 5% Quizzes 10% Mid-Term 1 20% Mid-Term 2 20% Project/ case report . discussion and exchanges of ideas related to international marketing environment. and written assignment. student initiative and active involvement. Students are expected to actively involve and take initiative for their own learning experience.Student Learning By the end of the semester. Presentation 20% Final Exam 25% Please Refer to NSU Student Handbook. CD ROMS. Services Marketing 6th. DVDs. Zeithaml. 2012 Mcgraw-Hill Mary Jo Bitner and Dwayne Gremler Others (Reference Books.…) The classes will be conducted through various activities including presentation of international marketing concepts and issues. web-based courses and DVD. …) Resource Type Description Type Comments Handouts/Internet Information about Academic and The instructor will provide and/or international trade articles direct to the sources. marketing and delivering quality services and to provide strategies and tools for addressing these challenges  Aid in understanding the crucial role of inter-functional coordination depending on supply and demand necessary to deliver quality services  Enable service design through marketing research and blueprinting for efficient delivery LEARNING RESOURCES AND TEXTBOOK(S) Text Book(s) Edition & Author Publisher ISBN Title Year Valarie A. cases abstracting actual business practices. self directed through CD. blended. the course aims to enlighten students on the following Outcomes issues:  Provide a better understanding of the crucial and growing role played by services in the world economy  Enable appreciation for the unique challenges inherent in developing. Internet. classroom. e-Library. Section: “Grading Policy” . marketing environment TEACHING STRATEGY (Online. Articles.

Sections: “Disciplinary Actions” and “Procedures and Guidelines”. At minimum. Extreme situations may be “considered” by the lecturer on the basis of documented illness or emergency situation for the midterm. Employees are expected to plan ahead to meet deadlines. LATE ASSIGNMENT POLICY Promptness is a highly valued attribute in the workplace. 2. Contributions to class discussion in terms of quality will be reckoned. significant collaboration with other individuals outside of sanctioned group activities. EXAMS & MAKE UP POLICY There will be no make-ups for any missed quizzes/mid-terms/final exam. COMMUNICATION POLICY All communications should take place using the instructor’s email. ATTENDANCE POLICY Simply attending the classes will not be sufficient to ensure good grades in class participation. components. Each team will also present the project for 15 to 20 minutes . GROUP PROJECT POLICY Each group (between 4-5 students) will submit a final report at the end of the semester (hard copy and electronic copy).CLASSROOM RULES OF CONDUCT 1. There will be no make-ups for quizzes and final exam. Please Refer to NSU Student Handbook. For each day late. In addition. submitting assignments late will be penalized. copyright infringement. Use of cell phones in class is not permitted. time and criteria for assessment of the project will be announced during the semester. Managers reprimand or terminate employees who are repeatedly late in submitting assignments. Students are advised that violations of the Student Integrity Code will be treated seriously.More details about the structure. Students are advised to frequently refer to the Student Handbook of North South University on the following link: 3. Even if the student is allowed to sit for the makeup exam. students can communicate in the class or during the instructor’s office hours. students must not be involved in cheating. 10 percent will be deducted from the value of the assignment. there will be 10%-15% penalty for that. submitting the same work in multiple courses. Academic Integrity Policy: School of Business does not tolerate academic dishonesty by its students. with special attention given to repeated offences. In this course. APPROPRIATE USE POLICY . and fabrications.

COURSE CONTENTS &SCHEDULE Course Contents: Topic 1: Introduction to Services Topic 2: The Gaps Model of Service Quality Topic 3: Customer Expectations of Service Topic4: Customer Perceptions of Service Topic 5: Listening to Customers through Research Topic 6: Building Customer Relationships Topic 7: Service Recovery Topic 8: Service Innovation and Design Topic 9: Customer – Defined Service Standards Topic 10: Physical Evidence and the Servicescape Topic 11: Employee’s Roles in Service Delivery Topic 12: Customers‘ Roles in Service Delivery Note: The instructor reserves the right to make changes to the syllabus if necessary . The University may restrict the use of its computers and network systems for electronic communications subject to violations of university policies/codes or local laws or national laws. Also. and to remove or limit access to material posted on university-owned computers.All members of the North South University community must use electronic communications in a responsible manner. the university reserves the right to limit access to its networks through university-owned or other computers.