REPUBLIC OF THE PHILIPPINES

POLYTHECNIC UNIVERSITY OF THE PHILIPPINES

SANTA ROSA CAMPUS

Course Title : Service Marketing Course Credit : Three (3) Units

Course Code : Professor : Mr. Pedro P. Nocon

Course Description : This course consists of topics discussing service marketing. This course will allow students to have a deep
understanding of the variables that surrounds and affects a service production and influences the perspectives of the service
consumers. Moreover, this course will also discuss the properties of a service along with the marketing challenges it poses and how
these challenges can be minimized and solved.

Lesson Topic Intended Methodology Resources Assessment

Learning
Lesson 1 Course Introduction Students must Discussion Course Syllabus
and Overview be able to
understand
some topics and
issues regarding
service culture

Lesson 2 What is a Service? Students must Lecture Bateson & Hoffman. (2017). Oral recitation:
be able to define Services Marketing:
a service and Class Discussion Concepts, Strategies, & In your own words,
understand that Cases (4th ed.) 5191 Natorp what is a service?
it is intangible. PowerPoint Boulevard Mason, OH 45040
presentation USA. South-Western
Cengage Learning.

Lesson 3 The Scale of Market Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
Entities be able to Services Marketing:
understand that Class Discussion Concepts, Strategies, & Why is there no
there is no pure Cases (4th ed.) 5191 Natorp pure good or pure
good or pure PowerPoint Boulevard Mason, OH 45040 service?
service. presentation
 USA. South-Western
Cengage Learning.

Lesson 4 The Servuction Model Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
• The be able to Services Marketing:
Servicescape understand that Class Discussion Concepts, Strategies, & Why is the
• Contact customer’s Cases (4th ed.) 5191 Natorp organizations and
personnel/Servi service PowerPoint Boulevard Mason, OH 45040 systems important
ce providers experience can presentation USA. South-Western even though there
• Other be influenced by Cengage Learning. are invisible to the
Customers many factors. customer? How
• Organizations does it influence
and systems customer service
experience?

Lesson 5 Why Study Services? Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
be able to Services Marketing:
understand the Class Discussion Concepts, Strategies, & Give other reasons
reasons why one Cases (4th ed.) 5191 Natorp why should you
should study PowerPoint Boulevard Mason, OH 45040 study services.
services? presentation USA. South-Western
Cengage Learning.

Lesson 6 The Emergence of E- Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
Service(s) be able to Services Marketing:
understand that Class Discussion Concepts, Strategies, & What do you think
services are now Cases (4th ed.) 5191 Natorp are the advantages
also conducted PowerPoint Boulevard Mason, OH 45040 of e-services?
online. presentation USA. South-Western What about
Cengage Learning. disadvantages?

Lesson 7 Serving it Up Green: Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
Sustainability Comes to be able to Services Marketing:
Services understand Class Discussion Concepts, Strategies, & Knowing
sustainability Cases (4th ed.) 5191 Natorp sustainability will
and why service PowerPoint Boulevard Mason, OH 45040 cost you a lot and
 providers are presentation USA. South-Western benefits would take
going green. Cengage Learning. a long time to reap,
would you still go
green?

Lesson 8 What is the Service Students must Lecture Bateson & Hoffman. (2017). Short Quiz
Economy? be able to Services Marketing:
understand the Class Discussion Concepts, Strategies, &
service economy Cases (4th ed.) 5191 Natorp
by PowerPoint Boulevard Mason, OH 45040
understanding presentation USA. South-Western
its nine industry Cengage Learning.
supersectors.

Lesson 9 What are Ethics? Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
• Business Ethics be able to Services Marketing:
understand Class Discussion Concepts, Strategies, & Why does business
ethics and Cases (4th ed.) 5191 Natorp ethics exist?
business ethics. PowerPoint Boulevard Mason, OH 45040
presentation USA. South-Western
Cengage Learning.

Lesson The Opportunity for Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
10 Ethical Misconduct in be able to Services Marketing:
Services Marketing understand that Class Discussion Concepts, Strategies, & Do you think
a service has Cases (4th ed.) 5191 Natorp employees commit
qualities that PowerPoint Boulevard Mason, OH 45040 ethical misconduct
makes service presentation USA. South-Western by choice or are
providers prone Cengage Learning. there times that
to ethical they commit it
misconduct. without their
knowledge?

Lesson The Effects of Ethical Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
11 Misconduct be able to Services Marketing:
understand that Class Discussion Concepts, Strategies, &
 • Personal committing an Cases (4th ed.) 5191 Natorp To which do you
Effects ethical PowerPoint Boulevard Mason, OH 45040 think the effect of
• Organizational misconduct not presentation USA. South-Western ethical misconduct
Effects only affects the Cengage Learning. is worse, to the
organization but organization or to
greatly, oneself. the person himself?

MIDTERM EXAMINATION
Lesson Controlling Ethical Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
12 Decision Making be able to Services Marketing:
understand the Class Discussion Concepts, Strategies, & Is code of ethics
importance of an Cases (4th ed.) 5191 Natorp important when
ethical decision PowerPoint Boulevard Mason, OH 45040 making a decision?
making. presentation USA. South-Western Can it reinforce
Cengage Learning. ethical behavior?

Lesson Marketing Challenges Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
13 Created by Intangibility be able to Services Marketing:
understand Class Discussion Concepts, Strategies, & Knowing that
intangibility and Cases (4th ed.) 5191 Natorp services are
the marketing PowerPoint Boulevard Mason, OH 45040 intangible, what
challenges it presentation USA. South-Western can you do to
poses. Cengage Learning. minimize its
challenges?

Lesson Marketing Challenges Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
14 Created by be able to Services Marketing:
Inseparability understand Class Discussion Concepts, Strategies, & Why is customers
inseparability Cases (4th ed.) 5191 Natorp involvement a
and the PowerPoint Boulevard Mason, OH 45040 marketing
marketing presentation USA. South-Western challenge?
challenges it Cengage Learning.
poses.
Lesson Marketing Challenges Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
15 Created by be able to Services Marketing:
Heterogeneity understand Class Discussion Concepts, Strategies, & What can you do
heterogeneity Cases (4th ed.) 5191 Natorp regarding
and the PowerPoint Boulevard Mason, OH 45040 employees’
marketing presentation USA. South-Western behavior to
challenges it Cengage Learning. minimize adverse
poses. effects on
customers.

Lesson Marketing Challenges Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
16 Created by be able to Services Marketing:
Perishability understand Class Discussion Concepts, Strategies, & Discuss the
perishability and Cases (4th ed.) 5191 Natorp reservation system
the marketing PowerPoint Boulevard Mason, OH 45040 and why it can be a
challenges it Presentation USA. South-Western solution and also a
poses. Cengage Learning. challenge?

Lesson The Consumer Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
17 Decision Process be able to Services Marketing:
• Prepurchase understand how Class Discussion Concepts, Strategies, & Think of a service
Stage consumers Cases (4th ed.) 5191 Natorp you recently
• The decide on, react PowerPoint Boulevard Mason, OH 45040 purchased and
Consumption and evaluate a Presentation USA. South-Western share with the class
Stage product. Cengage Learning. how and why you
• The decided to
Postpurchase purchase it, what
Stage was your reaction
while consuming
the service, and
what were your
evaluations after.

Lesson Special Considerations Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
18 Pertaining to Services be able to Services Marketing:
understand that Class Discussion Concepts, Strategies, &
 • Prepurchase there are a Cases (4th ed.) 5191 Natorp Are you willing to
Stage number of PowerPoint Boulevard Mason, OH 45040 spend more than
Considerations factors to be Presentation USA. South-Western your budget to
• Consumption considered Cengage Learning. have a better
Stage before one service
Considerations actually enjoy a experience?
• Postchoice service.
Stage
Considerations

Lesson Stages of Operational Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
19 Competitiveness be able to Services Marketing:
understand the Class Discussion Concepts, Strategies, & Discuss the four
stages of Cases (4th ed.) 5191 Natorp stages.
operational PowerPoint Boulevard Mason, OH 45040
competitiveness Presentation USA. South-Western
embraced by Cengage Learning.
various service
firms.

Lesson In a Perfect World, Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
20 Service Firms would be be able to Services Marketing:
Efficient compare and Class Discussion Concepts, Strategies, & Differentiate
• Thompson’s contrast the Cases (4th ed.) 5191 Natorp between the three
Perfect World three concepts. PowerPoint Boulevard Mason, OH 45040 concepts.
Model Presentation USA. South-Western
• The Focused Cengage Learning.
factory Concept
• The Plant-
Within-a-Plant
Concept

Lesson Operating Solutions for Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
21 Service Firms be able to Services Marketing:
• Isolating the understand the Class Discussion Concepts, Strategies, & Why is isolating the
Technical Core strategies for Cases (4th ed.) 5191 Natorp technical core
 • Production- overcoming PowerPoint Boulevard Mason, OH 45040 suggested for
lining the Whole problems in the Presentation USA. South-Western overcoming
System service Cengage Learning. problems in the
• Creating operations. service operations
Flexible knowing how
Capacity important
• Increasing customers are?
Customer
Participation
• Moving the
Time of
Demand.

Lesson The Art of Blueprinting Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
22 be able to Services Marketing:
understand Class Discussion Concepts, Strategies, & What is the
blueprinting and Cases (4th ed.) 5191 Natorp difference between
the process of PowerPoint Boulevard Mason, OH 45040 a one-sided
constructing it. Presentation USA. South-Western blueprint and a two-
Cengage Learning. sided blueprint and
which of the two is
ideal?

Lesson Blueprinting and New Students must Lecture Bateson & Hoffman. (2017). Oral Recitation:
23 Product Development: be able to Services Marketing:
The Roles of understand how Class Discussion Concepts, Strategies, & Suppose you are
Complexity and blueprints may Cases (4th ed.) 5191 Natorp about to start a
Divergence also be used in PowerPoint Boulevard Mason, OH 45040 business, which of
• Volume- new product Presentation USA. South-Western the positioning
Oriented development. Cengage Learning. strategy will you
Positioning choose and how
Strategy will you use it to
• Niche your advantage?
Positioning
Strategy
 FINAL EXAMINATION

CLASSROOM POLICIES:

1. Students are required to attend classes regularly and punctually starting from the first day of school.
2. The maximum allowable number of absences per semester is not more than 20% of the school days except for valid reasons stated on the
handbook.
3. Any form of cheating in assignments, homework problems, quizzes, and exams will result in an action according to the school rules.
4. Attendance in the class signifies readiness to participate in class discussions and activities.
5. A student is responsible for his/ her absences; no make-up tests and projects will be given.

COURSE GRADING SYSTEM

Class Standing……………………………………………………………… 70%
• Activity
• Quizzes
• Attendance
• Soft Copy of the Report (Marketing Plan)
Midterm Examinations……………………………………………………… 30%
_________________
100%

1ST QUARTER GRADE + 2ND QUARTER GRADE = FINAL GRADE

Prepared by The Syllabi Committee: Noted / Approved by:

MR. PEDRO P. NOCON CHARITO A. MONTEMAYOR

Faculty Member Campus Director