UNIVERSITY OF MAKATI

J.P. Rizal Ext., West Rembo, Makati City

COURSE LEARNING PLAN

COLLEGE OF BUSINESS AND FINANCIAL SCIENCE

DEPARTMENT OF BUSINESS ADMINISTRATION

COURSE TITLE COURSE CODE

SERVICES MARKETING MKTG 3
COURSE PREREQUISITES/CO-REQUISITES UNITS
MKTG 1 3

COURSE DESCRIPTION
This course enables students to broaden their understanding of marketing by focusing on the marketing of services. Services dominate the global economy and
are becoming critical for competitive advantage in organizations across the world and in all industry sectors. Services require a distinctive approach to marketing
strategy, both in its development and execution. The subject explores the foundations of services marketing and teaches students how to create, promise, and
deliver a successful, interactive customer experience.

COURSE INTENDED LEARNING OUTCOMES

Upon successful completion of this course, student should be able to:

1. OBSERVE carefully the characteristics of service industries and identify the differences of consumer behavior in services and other business contexts;
2. APPLY various service marketing research tools in understanding customers, measuring the service quality and satisfaction of service organization;
3. APPLY service marketing concepts in identifying service problems in business environment;
4. DESIGN the service marketing plan;
5. DEVISE a creative and practical solutions to problems identified; and
6. WORK productively as a part of the service marketing team, and communicate effectively both in written and oral format.

1 The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
 UNIVERSITY OF MAKATI
J.P. Rizal Ext., West Rembo, Makati City

TEACHING
INTENDED LEARNING
LEARNING RESOURCES / ASSESSMENT
OUTCOMES
WEEK SESSION CONTENT ACTIVITIES REFERENCES TASKS
(ILOs)
(TLAs)
1 1 1. BUILD rapport with the teacher 1.1 Getting To Know You  Course Leariing  Checking/
and other members of the class 2.2 Classroom Routines and  All About Me Plan Signing of
in a relaxed classroom Procedures Picture  School Calendar COR
atmosphere by engaging in 3.3 University, college,  Orientation of  Student  Registration
meaningful teambuilding department & course classroom routines, Handbook to MLS
activities or classroom vision, mission & procedures.  Textbook Platform of
exercises; objectives  Recalling of the Service UMAK
2. EXPLAIN the importance of the 4.4 The CLP & the 21st college, Marketing, Registration
vision and mission in creating an Century skills People, to online
department, and
image of an excellent UMAK Technology, group social
school vision,
student through demonstration Strategey,8th media
mission, and
and illustration; Edition. Jochen  Online
objectives
3. APPLY classroom rules and Wirtz, acknowledge
 Creation an Online ment of
procedures observed and Christopher
Group Social Media Lovelock course
followed in class; write a  Orientation of LMS requirement
statement of commitment to Platform of UMAK upon receipt
comply to the given routines and  CLP Orientation of it.
procedures;
 Course
4. EXPLAIN the importance of the
Requirement
vision and mission in creating an
image of an excellent UMAK
student through demonstration
and illustration; and
5. DISCUSS the OBE program of
the university and its vision for
the students of UMAK by

2 The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
 UNIVERSITY OF MAKATI
J.P. Rizal Ext., West Rembo, Makati City

reading the CLP and finding out

for themselves what they need
to know about the course.
2  Textbook  Discussion
1. NAME the principal industries of MODULE 1:  Text Reading  Service  Recitation
the service sector; CREATING VALUE IN THE  Online discussion Marketing,
2. IDENTIFY the powerful forces SERVICE ECONOMY using review People,
1-2 that are transforming service questions Technology,
markets; 1.1 What Are The Principal  Powerpoint/Video Strateby, 8th
3. DESCRIBE the four broad Industries of The Service recorded lecture Edition
“processing” categories of Sector? New Perspective on  Jochen Wirtz,
service; 1.2 Powerful Forces are Marketing in the Christopher
4. EXPLAIN the components of the Transforming Service Service Economy Lovelock
traditional marketing mix applied Markets Part 1  https://www.slide
3-4 to services; and 1.3 Four Broad Categories of https://www.youtub share.net/jinanza
5. DISCUSS the components of Services e.com/watch? karia/services-
the extended marketing mix for 1.4 The Traditional Marketing v=oEg5P01g9Ew marketing-7e-
managing the customer Mix Applied to Service Part 2 chapter1
interface. 1.5 The Extended Services https://www.youtub
Mix For Managing the e.com/watch?
Customer Interface v=eLX6AD-n3QE
 Application
Exercise 1
Textbook page 45
 Learning Feedback
Diary #1

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 UNIVERSITY OF MAKATI
J.P. Rizal Ext., West Rembo, Makati City

3-4  Recitation
1. UNDERSTAND the three-stage MODULE 2:  Powerpoint/Video  Textbook  Quiz
1-2 model of service consumption; UNDERSTANDING Recorded lecture  Service
2. IDENTIFY the models and SERVICE CONSUMERS Part1 Marketing,
frameworks used in the Service Consumer Behavior People,
3-4 encounter stage to better 2.1 The Three-Stage Model of in the Service Technology, 8th
understand the customer (Pre- Service Consumption Context Edition by
purchase Stage); 2.1.1 Pre-Purchase Stage Part 1 Lovelock &
3. KNOW the moment-of-truth, the 2.1.2 Service Encounter https://www.youtub Wirtz
high contact to low contact Stage e.com/watch?  https://docs.goog
encounters, servuction system, 2.1.3 Post Encounter v=afMuu1ZpMKM le.com/viewerng/
and obtain insights from viewing Stage Part 2 viewer?
the service encounter as a form 2.2 Service Quality https://www.youtub url=http://johnsto
of theatre (Service Encounter 2.3 Customer Loyalty e.com/watch? ckmyer.com/enm
Stage); v=qn8zcbXFOdE u/325ch2.ppt
4. DISCUSS how customers Part 3
evaluate services and what https://www.youtub
determines their satisfaction e.com/watch?
(Post encounter stage); v=N8Cyx8d3u1g
5. EXPLAIN service quality, its  Discussion using
dimension and measurement, review questions
and how quality it relates to  Class groupings
customer loyalty.  Application
Exercise #2
Textbook page 85
 Learning Feedback
Diary #2

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 UNIVERSITY OF MAKATI
J.P. Rizal Ext., West Rembo, Makati City

5-6
1. UNDERSTAND what constitutes MODULE 3:  Powerpoint/Video  Textbook:  Case
1-2 a service product.. DEVELOPING SERVICE Recorded lecture Service Presentation
2. EXPLAIN how the facilitating PRODUCTS AND BRAND Developing Service Marketing,  Discussion
and enhancing supplementary Products People,  Recitation
services relates to the core 3.1. Creating Service Part 1 Technology, 8th  Quiz
product; Products https://www.youtub Edition by
3. DESCRIBE branding at the 3.2 The Flower of Service e.com/watch? Lovelock & Wirtz
3-4 corporate and individual service 3.3 Branding Service Firms, v=LTwW2aYqwiY  https://slideplayer.
product level, how service firms Products, and Part 2 com/slide/160399
use different branding Experiences https://www.youtub 7/
strategies, build brand equity, 3.4 Building Brand Equity e.com/watch?  https://www.slides
and deliver branded service 3.5 New Service v=5hchMI9a1_0 erve.com/elda/ch
experiences Development  Case Analysis apter-4-
4. CLASSIFY the categories of Title: Banyan Tree: developing-
new service development, Designing and service-products-
ranging from simple style Delivering Branded core-and-
changes to major innovations; Experience supplementary-
5. DISCOVER how firms can Textbook, elements
achieve success in new service pages 633-642
development.  Application
Exercise#3
Textbook page 152
 Learning Feedback
Diary #3

5 The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
 UNIVERSITY OF MAKATI
J.P. Rizal Ext., West Rembo, Makati City

7-8
1. UNDERSTAND the four key MODULE 4:  Powerpoint/Video  Textbook:  Discussion
questions that form the DISTRIBUTING SERVICES Recorded lecture: Service  Case
foundation of any service THROUGH PHYSICAL AND Distributing Services Marketing, Presentation
distribution strategy: What, How ELECTRONIC CHANNELS through Physical People,  Quiz
Where, and When. and Electronic Technology, 8th
2. RECOGNIZE the role, benefits 4.1 Distribution in a Service Channels Edition by
1 and costs of using Context Part 1 Lovelock & Wirtz
intermediaries in distributing 4.1.1 What is Being https://www.youtube.  http://www00.unib
2 services. Distributed com/watch? g.it/dati/corsi/3703
3. IDENTIFY the challenges of 4.1.2 How a Service v=wwAX5MaK9_8&t 0/60994-
distributing services in large Should Be Distributed =106s MKTG_2013_012
domestic markets. 4.1.3 Where Should a Part 2 %20SM
4. DISCUSS the special Service Facility Be https://www.youtube. %20Distribution_s
challenges of distributing Located com/watch? lim.pdf
services internationally 4.1.4 When A Service Be v=XIv5XXWVXb8&t  https://www.slides
Delivered =127s erve.com/verlee/d
4.2 The Role of  Online Discussion istributing-
Intermediaries  Using review services-through-
4.3. The Challenge of questions physical-and-
Distribution in Large  Review Exercises electronic-
Domestic Markets Learning Feedback channels
4.4 Distributing Services Diary #4 Part 1
Internationally  Application https://www.youtu
Exercises#4 be.com/watch?

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 UNIVERSITY OF MAKATI
J.P. Rizal Ext., West Rembo, Makati City

Textbook page 191 v=wwAX5MaK9_8

&t=106s
Part 2
https://www.youtu
be.com/watch?
v=XIv5XXWVXb8
9 MIDTERM EXAMINATION
10 1. DEFINE Marketing Plan;
2. UNDERSTAND the role of MODULE 5  Text reading
marketing planning in business; SPECIAL TOPIC ON  Lecture/Discussion  Web Searching  Recitation
3. DESCRIBE the importance of SERVICES  The Contents of the  Quiz
marketing plan; MARKETING PLAN Marketing Plan:
4. DISCUSS the contents of a www.nadf.or >
marketing plan; and 5.1 What is a Marketing Plan? your- marketing
5. DESIGN a marketing plan. 5.2 The Importance of plan -template
Marketing Plan to an  Learning Feedback
Organization Diary #5
5.3 The Contents of the  Application Exercise
Marketing Plan #5
 Title Page Designing a
 Table of Contents Marketing Plan
 Cover Letter
 Historical Background
 Marketing Goals and
Objectives
- Sales Objectives

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 UNIVERSITY OF MAKATI
J.P. Rizal Ext., West Rembo, Makati City

- Profit Objectives
- Pricing Objectives
- Product Objectives
 Market Analysis
 Environmental Analysis
- Global Business
Environment
- Political and Legal
- Demographics
 Environmental Analysis
- Local Business
Environment
- Suppliers
- Social/Cultural
- Competition
 Consumer Analysis
 Strengths,
Weaknesses,
Opportunities and
Threats Analysis
- Strengths
- Weaknesses
- Opportunities
- Threats
 Marketing Focus
- Product or Service
- Location
- Promotion
- Price
 Financial Information
 Tables, Graphs,

8 The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
 UNIVERSITY OF MAKATI
J.P. Rizal Ext., West Rembo, Makati City

Diagrams and Pictures

- Position Analysis
- Advertising
Examples and Other
Promotional
Materials
- Demographics,
Consumer Statistics
and Budgets
- Pricing

 Case
1. DESCRIBE the 5Ws of the MODULE 6:  Online Discussion  Textbook: Presentation
Integrated Service SERVICE MARKETING using review Service  Recitation
Communications Model: that is, COMMUNICATION questions Marketing,  Short Quiz
11 Who, What, How, Where, and  Case Analysis People,  Paper
When; 1. Integrated Service Title: Four Technology, 8th submission
1-2 2. ILLUSTRATE the Service Marketing Communication Customers in Edition by
Marketing Communciation 2. Tactical Service Search of Solutions Lovelock & Wirtz
Funnel and key objectives in Communication Objectives Reference: Textbook Unlimited Books
that funnel; 3. The Services Marketing Services Marketing  http://winthecusto

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 UNIVERSITY OF MAKATI
J.P. Rizal Ext., West Rembo, Makati City

3. EXPLAIN the communication

Communication Mix 6th Edition
mix elements of the traditional mer.com/5-ws-to-
4. Ethical and Consumer Christopher
marketing communications better-customer-
Privacy Issues in Lovelock & Jochen
channels; the internet, mobile, service-
Communications Witz
apps, QR code, and other communication
5. The Role of Corporate  Learning Feedback
electronic media;
Design Diary #6
4. DISCOVER consumer privacy
 Application Exercise
related to issues in service
#6
marketing communications; and
Pages 282-283
5. DISCUSS the role of corporate
design in communications.

 Textbook  Case
1. DESCRIBE the difference Module 7:  Discussion using Service Presentation
between a service experience DESIGNING SERVICE review questions Marketing,
 Recitation
1-2 and a service process, PROCESS  Learning Feedback People,
flowcharting and blueprinting; Diary #7  Paper
Technology, 8th
submission
2. DISCUSS the levels of customer 7.1 What is a Service  Application Exercise Edition by
participation in service process, Process? #7 Lovelock &
the importance of their 7.2 Designing and Group Blueprinting Wirtz
perceptions and emotions Documenting Service  Case Analysis Unlmited Books
3. IDENTIFY the factors that lead Process Title: “Dr. Mahalee  http://www00.unib
customers to accept or reject 7.3 Service Process Goes to London: g.it/dati/corsi/3703
3-4 new self-service technologies Redesign Global Client” 0/60987-
12-13
(SSTs); 7.4 Customer Participation in Management MKTG_2013_015
4. EXPLAIN the necessity for Service Process Services Marketing %20SM_Process.
service process redesign; and 7.5 Self-Service People, Technology, pdf
5. DEVELOP a blueprint for a Technologies Strategy  https://www.youtu
service process with all the 8th Edition by be.com/watch?
typical design elements in place. Lovelock & Wirtz v=fUOx9D7B7A8

10 The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
 UNIVERSITY OF MAKATI
J.P. Rizal Ext., West Rembo, Makati City

 Textbook:  Discussion
1. RECOGNIZE the four core  Discussion using
MODULE 8: Service  Case
purposes service environment review questions
CRAFTING THE SERVICE Marketing, Presentation
fulfill;  Learning Feedback
ENVIRONMENT People,  Short quiz
2. DESCRIBE the integrative Diary #8
Technology, 8th
servicescape model; 7.1 What Is the Purpose of  Application
Edition by
3. DISCUSS the three dimensions Exercises #8
Service Environments? Lovelock & Wirtz
of the service environment; and Textbook page 396
7.2 Servicescape Model – An Unlimited Books
1-2 4. EXPLAIN why designing an  Case Analysis
Integrative Framework  https://www.slides
effective servicescape has to Title: “Dr. Beckett’s
7.3 Dimensions of the Service hare.net/SQAdvis
be done holistically and from Dental Office”
Environment. or/sq-lecture-six-
14 the customer’s perspective. Textbook:
7.4 Putting It All Together crafting-the-
 Design with Holistic Service Marketing, service-
view People, Technology, environment-
3-4  Design From A 8th Edition by chapter-10-
Lovelock & Wirtz. 15980445
Customer’s
Perspective  https://www.youtu
be.com/watch?
v=_-t4Q1qHSNo
 https://www.youtu
be.com/watch?
v=GDTeqVp_Up4

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 UNIVERSITY OF MAKATI
J.P. Rizal Ext., West Rembo, Makati City

1. RECOGNIZE the actions that

customers may take in MODULE 9:  Learning Feedback  Textbook:  Brainstorming
1 response to service failures; COMPLAINT HANDLING Diary #9 Service  Discussion
2. UNDERSTAND how AND  Application Exercise Marketing,  Recitation
customers respond to effective SERVICE RECOVERY #9 People,
service recovery; Textbook page 538 Technology, 8th
3. EXPLAIN the principles of 1. Customer Complaining  PPT/Video Watching Edition by
effective service recovery Behavior Complaint Handling Lovelock & Wirtz
15- 16
systems; 2. Customer Responses to and Service Unlimited Books
4. DISCUSS the power of service Effective Service Recovery Recovery  https://www.youtu
guarantees and how to design 3. Principles of Effective https://www.youtube. be.com/watch?
2 effective service guarantees; Service Recovery com/watch? v=5RD_Ba7igPA
and 4. Service Guarantees v=HGyMGRc32QI  https://www.youtu
5. DISCOVER the seven groups 5. Seven Types of  Discussion using be.com/watch?
of jaycustomers and how to Jaycustomers review questions v=oFbfz-S6mjw
manage them effectively.

 Paper
Submission
Marketing Plan Presentation  Oral Presentation
17 1  Group
Exercise
Presentation

FINAL EXAMINATION
18
(MARKETING PLAN FINAL PRESENTATION)

12 The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
REQUIRED READINGS (TEXTBOOK)
Services Marketing: People, Technology, Strategy, 8th Edition by Jochen Wirtz & Christopher Lovelock
SUGGESTED READINGS
UNIVERSITY OF MAKATI
Service Marketing Management. USA. Clanrye International. 2018 J.P. Rizal Ext., West Rembo, Makati City
Parker, David W., Service Operations Management. USA. Edward Elgar Publishing. 2018
Iacobucci, Dawn. Marketing Management. Boston. Cengage Learning. 2018
Service Management : An Integrated Approach,USA,Larsen and Keller Education,2017
Charles W. Lamb, Joe F. Hair & Carl McDaniel,Principles of Marketing (MKTG 12),Boston MA,Cengage Learning,2019
Madsen, Erik,Consumer Behavior, China,Clanrye International,2018
Service Marketing Management,USA, Clanrye International,2018
Parker, David W.,Service Operations Management,USA,Edward Elgar Publishing,2018
Benzo, Riccardo, Mohsen, Marwa and Fourali, Chahid,Marketing Research: planning, process, practice, Los Angeles, Sage, 2018
Iacobucci, Dawn,Marketing Management,Boston,Cengage,2018
Service and Operations Management,USA,Willford Press,2018
Hart,Front Desk Management,USA,Larsen and Keller Education,2017
Hornby, Robin,Commercial Project Management: a Guide for Selling and Delivering Professional Services,New York,Routledge,2017
Service Marketing, 6th Edition by Christopher H.Lovelock&JochenWirtz
Services Marketing, People, Technology, Strategy, 7th Edition by Christopher H. Lovelock & Jochen Wirtz
Services Marketing, 5th Edition by Zeithaml, Bitner, and Gremler
Adrian Payne, The Essence of Services Marketing, Prentice-Hall of India Pvt. Ltd., 2002
Valarie A.Zeithaml& Mary Jo-Bitner: Services Marketing-Integrating Customer Focus Acros the Firm, 3/e, TMH, 2003

COURSE REQUIREMENTS

Compliance to Recitation, Reporting, Exams

GRADING SYSTEM

Midterm 50% and Final Term 50% = 100% (FINAL GRADE)

CS (Class Standing) - 70% and Major Exams 30% = 100% (Term Grade)
CS (Class Standing) - 70% Breakdown
30 % Quizzes
15% Group Activities
10 % Recitation/Class Participation
10% Seatwork/Assignment
5% Attendance
70 % Total Class Standing
*Minimum of Three (3) maximum of Five (5) quizzes per period

*Projects/Research/Final Requirement Documentations may be considered as substitute to FINAL EXAMS on selected courses

CLASSROOM POLICIES
13Class
A. Attendance, The CCMD acknowledges
Participation, all academic
and Make-Up efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.
Examinations
Attendance, attitude, and preparation are important. Positive contributions to the class can provide rich reciprocal learning experiences. The right attitude means: a desire and
willingness to study and learn, preparation as directed, and putting forth effort even when it may be inconvenient or difficult. It also means: being ready to answer questions when
called upon, volunteering answer to questions or asking questions (even when you feel they may seem a little "dumb"), and actively listening to the instructor and other class
 UNIVERSITY OF MAKATI
J.P. Rizal Ext., West Rembo, Makati City

COURSE PROGRAM
BSBA MAJOR IN MARKETING IN MANAGEMENT
DATE / PREPARED BY DATE / CHECKED BY DATE / APPROVED BY NOTED BY:

DR. FERDINAND PIANO DR. BERNIE E. BALMEO DR. ELYXZUR C. RAMOS

PROF. GRACE. B. VILLARUZ Department Head College Dean VP-Academic Affairs
Faculty

14 The CCMD acknowledges all academic efforts and serves as a repository of academic learning plans of the teacher-contributor and the department chair-editor.