NATIONAL ECONOMICS UNIVERSITY SOCIALIST REPUBLIC OF VIETNA

CENTER FOR ADVANCED EDUCATIONAL PROGRAMS Independence – Freedom – Happines

SPECIFIC SYLLABUS

1. GENERAL INFORMATION
Title: SERVICES MARKETING
Course number:
Specialized Education Courses
Number of credits: 0
- Theoretical hours: 20
- Discussion and group work hours: 10
Prerequisite: Principles of Marketing
2. LECTURER’S INFORMATION
Full name: Tran Hong Nhung
Tittle: MBA
Adress: R1304, 13th flr., Building A1, The National Economics University, 207 Giai
Phong Road, Hai Ba Trung District, Hanoi, Vietnam.
Phone number: 0989995930
Email: nhungmkt@neu.edu.vn
Faculty/ Institute: Faculty of Marketing
3. COURSE DESCRIPTIONS
This course aims to help the student to understand the importance of services in
the economy. It looks on the problem of defining services taking into consideration the
unique elements and characteristics of the services system. The course focuses on
applying modern marketing and management concepts in services sectors.
4. LEARNING RESOURCES : COURSE BOOKS, REFERENCE BOOKS, AND
SOFTWARES
Course Book:
1. Christopher Lovelock, Jochen Wirtz, Hean Tat Keh, Xiongwen Lu (2005).
Services Marketing in Asia 2e. Prentice Hall.
Reference Books:
1. Christopher Lovelock, Lauren Wright (2002). Principle of Service Marketing and
Management 2e. Prentice Hall.
2. Doug Hoffman, John Bateson (2010). Service Marketing: Concepts, Strategies &
Cases, 4thE. Cengage Learning.
5. COURSE GOALS

Goal Goal Description Program Learning Capability

1
 Outcomes (PLO) Level

[1] [2] [3] [4]

Define typical characteristics and role PLO 1.2.3, 2.1 (I) and (II)
G1 of service; classify types of service.

Interpret and explain the differences PLO 1.2.3, 2.1 (II) and
and principles in doing marketing for (IV)
G2
services; and analyzing the service
system of a service firm.

Explain the customer behavior in PLO 1.2.3, 2.1 (II) and

purchasing services and analyze the (IV)
G3 customer behavior for a certain service.
Explain and illustrate how service
firms balances demand and capacity.

Identify problems of service firm in PLO 1.2.3, 2.1, 3 (II) and

G4 case study by applying the principles of (III)
services marketing.

Analyze, evaluate the marketing PLO 1.2.3, 1.2.5, (III), (IV),

G5 activity of certain service firms and 2.1, 3 (V) and
propose solutions for improvement. (VI)

6. COURSE LEARNING OUTCOMES (CLO)

Course Learning Capability

Goal CLO Description
Outcomes (CLO) Level

[1] [2] [3] [4]

Define typical characteristics of service

such as intangibility, perishability …,
CLO1.1 (I) and (II)
G1 and the increasing importance of service
in the economy.

CLO1.2 Categorize different types of service. (II)

G2 Interpret and explain the differences of
CLO2.1 service in comparison with physical (II)
goods.
Explain how the typical characteristics
CLO2.2 of services lead to differences in doing (II)
marketing for services.
CLO2.3 Summarize the elements of services (II)
marketing mix.

2
 Show and analyze a service system of a
CLO2.4 (II) and (IV)
chosen service firm.

CLO2.5 Explain how to measure service quality (II)

Explain the customer patterns in

CLO3.1 purchasing services like how they (II)
perceive risks and evaluate the service.

Analyze the customer behavior/

CLO3.2 purchasing process for a chosen service (IV)
G3
by conducting desk and field research.

Presenting the characteristics of demand

for services.
CLO3.3 (I) and (II)
Explain and illustrate how service firms
balances demand and capacity.

Present marketing activity of service

CLO4.1 firm in case study based on the theory (II)
learned
G4
Identify problems of that service firm by
CLO4.2 applying the principles of services (III)
marketing.
Analyze and evaluate the service
CLO5.1 marketing mix of chosen service firms (IV) and (V)
by conducting desk and field research.
G5
Identify any problems that those firms
CLO5.2 might cope with in marketing program (III) and (VI)
and propose solutions for improvement.

7. COURSE ASSESSMENT
Type of Assessment Proportion
Content Week CLO
Assessment criteria (%)
[1] [2] [3] [4] [5] [6]
Evaluating
participation of
Participation
1-15 students at class, 10%
Assessment
learning attitude
and teamwork
CLO3.1-3.3 Group
Group Chapter 1
7,13,14,15 CLO4.1-4.2 presentation and 40%
project to 9
CLO5.1-5.2 full report
Final-term Chapter 1 After CLO1.1-1.2 Final individual 50%

3
 CLO2.1-2.5 test
CLO3.1-3.3
Assessment to 9 week 15
CLO4.1-4.2
CLO5.1-5.2

8. LESSON PLAN

Week Content CLO Activities Assessment

[1] [2] [3] [4] [5]

CHAPTER 1 – OVERVIEW OF
SERVICES MARKETING
- How do these differences
impact the way we market
them?
- The elements of the services
marketing mix
CHAPTER 2: CONSUMER
BEHAVIOR IN SERVICE - Lecturing: 2
ENCOUNTERS AND CLO2.1,
1 SERVICE SYSTEM 2.2, 2.4, 2.5, - Reading at Participation
home: 1
- Characteristics of consumer CLO3.1, 3.2
- Discussion: 1
behavior
- The purchase process for
services
• Needs and expectations of
consumers for services
• Perceived risks of customer
• How customers evaluate
services

CHAPTER 2: CONSUMER Participation

BEHAVIOR IN SERVICE - Lecturing: 1
ENCOUNTERS AND - Reading at
SERVICE SYSTEM (cont) home: 1
2 CLO3.1, 3.2
- The servuction and service - Discussion: 1
marketing system - Group activity
- Levels of customer contact - quiz: 1
with the service organizations

3 CHAPTER 4 – CREATING CLO4.1, 4.2 - Lecturing: 2 Participation

THE SERVICE PRODUCT CLO5.1 - Reading at
- Overview of products and home: 1
services - Group activity
- Attributes of service - discussion,
- Supplementary services quiz: 1

4
 - Services branding
- New service development

CHAPTER 5 – SERVICE Participation

PROCESS
- Develop a blueprinting for a - Lecturing: 2
service - Reading at
- Failure proofing for improving CLO4.1-4.2 home: 1
4 reliability of service processes CLO5.1 - Group activity
- Service process redesign - discussion,
- The customer as co-producer quiz: 1
- Problem of customer
misbehavior

CHAPTER 6 – SERVICE CLO4.1-4.2 Participation

ENVIRONMENT - PHYSICAL CLO5.1
EVIDENCE
- Lecturing: 2
- Roles of service environment
- Reading at
in service delivery
5 home: 1
- Dimensions of the service
- Group activity
environment
- case study: 1
- Types of service environment
- Consumer responses to the
service environment
CHAPTER 7 – PEOPLE IN CLO4.1-4.2 Participation
SERVICE BUSINESS CLO5.1
- The role of people element in - Lecturing: 2
service business - Reading at
- Service staffs and their home: 1
6 behavior - Group activity
- The classification of service - discussion,
staffs quiz: 1
- Decisions on people elements
in services marketing

CHAPTER 8 –PRICING AND CLO4.1-4.2 Participation

REVENUE MANAGEMENT CLO5.1
- Characteristics of service
pricing - Lecturing: 3
7 - Method of service price setting - Reading at
- The relationship between price home: 1
and customer perceived value
- Service price management
- Price and revenue management

5
 CHAPTER 9 – DISTRIBUTING CLO4.1-4.2 Participation
SERVICES & CHAPTER 10 – CLO5.1
MARKETING
COMMUNICATION FOR
SERVICES
- Characteristics of service
delivery
- Place and time decisions in - Lecturing: 2
service delivery - Reading at
- The role of intermediates in home: 1
8 service delivery - Group activity
- The role of marketing - discussion,
communication in services quiz: 1
business
- Opportunities and challenges
for services marketing
communications
- Services marketing
communications planning and
strategy

9. COURSE REQUIREMENTS AND EXPECTATION

9.1. Attendance Requirements
- Students are required to fully take part in class lectures and activities.
- Students are allowed to be absent maximum 20% of the class hours. Students who
is absent over 20% is not qualified to take the final exam.
9.2. In-class Behaviour Requirements
- The course is carried out with respect to both lecturer and students. All behavior
that might adversely affect the stakeholders are prohibited.
- Students need to be in class on time. Students being late for more than 10 minutes
will not be eligible to take part in the session.
- Cellphone, laptop, tablet are only accepted for the purposes of taking notes of the
lectures, preparing course assignments, not for any other entertainment purposes while in
class duration.
- Students will be asked to force-rank themselves and other members of their
respective groups for all group activities. The basis for their rankings will be the degree
and significance of each member’s relative contribution to the group effort. These
rankings will be considered in the grading of group work activities.

10. DATED: ……………………..

FACULTY DEPARTMENT

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