2017 2 Services Marketing in a Global Context

() Services Marketing in a Global Context () Services Marketing in a Global Context

Course Title

() //
() 010102//3
Lecturer (Course No. /)
(/HP) /
02-3408-3360 TH 10:30 AM - 12:00 PM/#720 GGT Bldg.
Contact No. (Class Hour/Venue)

N/A
(Course Prerequisite) (Target Student)
E-mail /Office Hour
jhson@sejong.ac.kr/hoiday79@gmail.com #323 GGTBldg. / By appointment
(E-mail Address) (Office/Office Hour)

This course provides students with a theoretical and practical understanding of current service marketing issues. Upon completion of the
subject, students will be able to:

1. Appreciate the differences between services and tangible goods and to understand how these differences translate into strategic direction.
(Objectives) 2. Define the role of services marketing and discuss its core concepts and explain the relationship among customer value, satisfaction, productivity and quality.
3. Identify drivers of competitive advantage in service businesses and understand how service can be a competitive advantage in managing organizations.
4. Understand current issues and trends in services marketing, especially in a global context.

CQI
(Continuous Quality
Improvement Plan)

Services Marketing Concepts, Strategies, & Cases (5th Ed.). Hoffman, K. D., & Bateson, J. E. G. Cengage Learning, 2017.
Services Marketing Integrating Customer Focus Across the Firm (7th Ed.). Zeithaml, V. A., Bitner, M. J., & Gremler, D. D.

McGraw-Hill Education, 2018
(Text book &
Essentials of Services Marketing (2nd ed.). Wirtz, Chew, & Lovelock, Pearson, 2013.
References)

N/A

(Assignment book)

Lectures, discussions, in-class activities, and presentations

(Lecture Methods)

1. Letter Writing (5%)

2. Case Write-up (5%)
3. Individual Project Report (15%)
(Assignment) 4. Group Project Outline (5%)
5. Group Project Final Report (10%)

(Reading Materials)

[ ] (%) : 20, (%) : 20, (%) : 50, (%) : 10, Individual

Assignment & Project: 25%
(Course Grading) Group Project: 25% - Outline (5%), PPT& Presentation (5%), Peer Evaluation (5%) & Final Report (10%)

(Etc.)

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(Week) (Course Contents)
(Etc.)
Introduction (8/29) Lecture, PPT, &
CH1 (8/31) Visual aids
1

APAFormatting & Grouping (9/5) Lecture, PPT, &

CH1 & CH2 (9/7) Visual aids
2

CH2 (9/12) Lecture, PPT, & Assignment

CH3 (9/14) Visual aids 1
3 Submission
Due

CH3 & CH4 (9/19) Lecture, PPT, &

CH4 (9/21) Visual aids
4

CH5 (9/26) Lecture, PPT, &

CH6 & CH7 (9/28) Visual aids
5

Holidays (No class - 10/3 & 10/5) Assignment

2
6 Submission
Due)

CH7 (10/10)
Exam Review (10/12)
7

Midterm Exam Week Midterm

Exam: 10/17
8

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(Week) (Course Contents)
(Etc.)
CH8 (10/24) Assignment
CH8 & CH9 (10/26) 3
9 Submission
Due

CH9 (10/31) Lecture, PPT, &

CH10 (11/2) Visual aids
10

CH10 & CH11 (11/7) Lecture, PPT, &

Group Meeting with the instructor (11/9) Visual aids
11

Group Meeting Week (11/14 & 11/16) Assignment

4
12 Submission
Due

CH11 (11/21) Lecture, PPT, &

CH12 (11/23) Visual aids
13

Group Project Presentation (11/28 & 11/30)

14

Group Project Presentation (12/5) Lecture, PPT, & Assignment

Exam Review & Reading Day (12/7) Visual aids 5
15 Submission

Final Exam Week Final Exam:

12/12
16

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Students who require special assistance (including special needs students) may contact their professors during the
first week of the semester to discuss issues related to attendance, lectures, assignments and exams and request
learning assistance.

The best way to reach the instructor is via email (jhson@sejong.ac.kr or hoiday79@gmail.com). If you need to
meet with the instructor, email to set up an appointment.
Although every effort will be made to follow this syllabus closely, it is subject to change.
You are responsible for any announcements concerning the course which are made during class, whether or not you
are in attendance.
1
(Additional
Guide1)

ACADEMIC INTEGRITYPOLICY

Academic integrity is the pursuit of scholarly activity free from any form of dishonesty. Academic dishonesty
includes (but not limited to) cheating on exams, assisting in acts of academic dishonesty by others, unauthorized
prior possession of exams, theft of exams, tampering with the academic work of other students, and plagiarism.
(Plagiarism is: making use of other people's ideas, words, creative works and expressions without giving credit or
otherwise listing the source of the information. Plagiarism is stealing. Plagiarism is also misrepresentation, and
includes handing in someone else's work, ideas, or answers as your own. Regardless of whether it happens
accidentally through sloppy research or on purpose through unethical behavior, it is plagiarism and the person
plagiarizing will be held accountable.)

2
(Additional
Guide2)

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