KAAF UNIVERSITY COLLEGE

FACULTY OF BUSINESS ADMINISTRATION

MARKETING OPTION

COURSE DESCRIPTION

KMT 311: Services Marketing (3 Credit Hours)

Course Description:
Services Marketing is a specialized course that focuses on the unique characteristics and
strategies involved in marketing services. The course examines the marketing challenges and
opportunities specific to service industries, including sectors such as hospitality, healthcare,
banking, transportation, and professional services. Students will learn about the distinctive nature
of services, service quality management, service design and delivery, customer satisfaction, and
service recovery. The course aims to provide students with a comprehensive understanding of
effective marketing strategies for services.

Course Objectives:
1. Understand the characteristics and challenges of marketing services.
2. Analyze customer expectations and perceptions of service quality.
3. Develop strategies for designing and delivering exceptional service experiences.
4. Evaluate the importance of customer satisfaction and its impact on service businesses.
5. Apply service recovery strategies to address service failures and enhance customer
loyalty.
6. Understand the role of customer relationship management in services marketing.
7. Analyze and apply marketing strategies specific to various service industries.

Course Content:
1. Introduction to Services Marketing
• Characteristics and classification of services
• Service marketing mix: 7Ps (product, price, place, promotion, people, process,
physical evidence)
• Service differentiation and positioning strategies
2. Understanding Customer Behavior in Services
• Customer expectations and perceptions of service quality
• Factors influencing customer decision-making in service industries
• Customer loyalty and relationship marketing in services
3. Service Design and Delivery
• Service blueprinting and process design
• Managing service capacity and demand

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 • Service innovation and new service development
4. Managing Service Quality
• Dimensions and measurement of service quality
• Strategies for improving and maintaining service quality
• Service guarantees and service-level agreements
5. Customer Satisfaction and Service Excellence
• Importance of customer satisfaction and its impact on business performance
• Service recovery strategies for handling customer complaints and service failures
• Building customer loyalty and creating service champions
6. Customer Relationship Management in Services
• Relationship marketing and customer lifetime value
• Customer segmentation and targeting in services
• Personalization and customization in services
7. Marketing Strategies for Specific Service Industries
• Services marketing strategies in hospitality, healthcare, banking, transportation,
and professional services
• Case studies and industry-specific examples
• Ethical considerations in services marketing

Mode of Delivery:
This course will be delivered through a combination of lectures, case studies, group discussions,
interactive exercises, and guest speaker sessions. Students will have the opportunity to analyze
realworld service marketing scenarios, participate in group projects, and engage in discussions
on service marketing strategies. Guest speakers from the service industry may be invited to share
their insights and experiences.

Recommended Books:
1. Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2022). Services Marketing: Integrating
Customer Focus Across the Firm (8th ed.). McGraw-Hill Education.
2. Lovelock, C., Patterson, P., & Wirtz, J. (2021). Services Marketing: An Asia-Pacific and
Australian Perspective (7th ed.). Pearson.
3. Hoffman, K. D., Bateson, J. E. G., Elliott, G., & Cheng, M. (2021). Services Marketing:
Concepts, Strategies & Cases (6th ed.). Cengage Learning.
4. Berry, L. L., & Parasuraman, A. (2021). Marketing Services: Competing Through Quality
(3rd ed.). Free Press.
5. Gronroos, C., & Voima, P. (2021). Service Management and Marketing: Customer
Management in Service Competition (4th ed.). Wiley.

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MKT 407: Marketing Information System (3 Credits)
Course Description:
This course introduces students to the concept of Marketing Information System (MIS) and its
role in modern marketing strategies. Students will gain an understanding of how MIS supports
decisionmaking processes, enhances market research, and facilitates effective marketing
planning. The course explores the various components of an MIS, including data collection,
analysis, storage, and dissemination. Students will also learn about emerging trends and
technologies in MIS.

Course Objectives:
1. To develop an understanding of the role and importance of marketing information
systems in modern marketing.
2. To explore the various components and functions of a marketing information system.
3. To familiarize students with the methods and tools used for data collection, analysis, and
interpretation in MIS.
4. To provide practical knowledge of how MIS supports marketing decision-making
processes.
5. To examine the ethical and legal considerations related to the use of marketing
information systems.
6. To understand the impact of emerging technologies on marketing information systems.

Course Content:
1. Introduction to Marketing Information Systems
2. Data Collection and Sources
3. Data Analysis and Interpretation
4. Marketing Decision Support Systems
5. Information Dissemination and Reporting
6. Ethical and Legal Considerations
7. Emerging Trends in Marketing Information Systems

Mode of Delivery:
The course will be delivered through a combination of lectures, interactive discussions, case
studies, and hands-on exercises. Students will have access to relevant software tools and datasets
to practice applying MIS concepts. Guest speakers from industry may be invited to share their
practical experiences and insights.

Recommended Books:
1. Malhotra, N. K., & Birks, D. F. (2018). Marketing research: An applied approach.
Pearson Education Limited.
2. Kotler, P., & Keller, K. L. (2016). Marketing management (15th ed.). Pearson.
3. Laudon, K. C., & Laudon, J. P. (2019). Management information systems: Managing the
digital firm (16th ed.). Pearson.
4. Hair, J. F., Wolfinbarger, M., Money, A. H., & Samouel, P. (2015). Essentials of business
research methods. Routledge.

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5. Sharda, R., Delen, D., & Turban, E. (2018). Analytics, data science, & artificial
intelligence: Systems for decision support (11th ed.). Pearson.

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