Services Marketing

Module guide 2016 - 2017

International Business School
 Author(s) Erik Kostelijk

Programme Manager John Sterk Director IBMS and TMA

Wil Hazelhof Director IBL

Module ID

Academic Year 2016 - 2017

EC 5

Contact hours 40

Course site https://dlwo.dem.hva.nl

International Business School 2016 - 2017

Contents

1. Module overview 4
1.1 Content .............................................................................................................. 4
1.2 Learning goals.................................................................................................... 4
1.3 Coherence with other modules ......................................................................... 5
1.4 Study materials & recommended further reading ............................................ 5
1.5 Questions and who to contact .......................................................................... 5

2. Set-up of this module 6

2.1 Teaching methodology ...................................................................................... 6
2.2 Assignment ........................................................................................................ 6
2.3 Exams................................................................................................................. 6
2.4 Assessment ........................................................................................................ 8
2.5 Resit ................................................................................................................... 8
2.6 General regulations ........................................................................................... 8
2.7 Lesson plan ........................................................................................................ 9

Appendix 1: Relationship with your programme’s profile competencies 10

Appendix 2: Assessment model for the Group Project 11

International Business School 2016 - 2017

1. Module overview
This guide gives you an overview of Services Marketing. More detailed information can be found on the
DLWO (https://dlwo.dem.hva.nl)

1.1 Content

The module focuses on theoretical foundations and practical application of marketing of services. Topics include
the nature of services, service quality and satisfaction, application of the SERVQUAL-model, developing services
strategies, the marketing mix for services, managing customer service.

You will investigate the key elements that marketers must integrate to establish and sustain service excellence
and provide customer value. While the module provides an orientation to services marketing and the importance
of the service component of business, a core theme is a how customer value is created.

You will apply this by using models such as the SERVQUAL model or the gap model to design a services marketing
strategy, and operationalize this with the marketing mix for services.

1.2 Learning goals

# You can:

1. Explain the nature and scope of services marketing

2. Describe the necessary ingedients to create service quality

3. Measure and assess service quality
4. Describe the relevance of customer relationship building for services marketing
5. Apply a service-dominant logic to co-create customer value and brand value
6. Design and operationalize a services marketing strategy

Appendix 1 defines the relationship of the learning goals within this module with your programme’s
profile competences.

International Business School 2016 - 2017

1.3 Coherence with other modules

This module is part of the minor International Marketing. It assumes students have obtained
prior knowledge of marketing fundamentals.

1.4 Study materials & recommended further reading

Required study materials:

Study books
Title Author(s) Publisher Year Edition ISBN
Services Marketing: Integrating Alan Wilson McGraw Hill 2013 2nd edition 9780077131715
Customer Focus Across the Firm Valarie A. Zeithaml Education
(European Edition) Dwayne D. Gremler Europe

Articles

Vargo, S.L., Lusch R.F. Evolving to a New Dominant Logic for Marketing. Journal of Marketing, 2004,
68(1), 1-17. [google scholar, bib.hva.nl]
Vargo, S.L., Lusch R.F. Service-dominant logic: Continuing the evolution. Journal of the Academy of
Marketing Science, 2008, 36, 1-10.

Additional papers will be provided.

1.5 Questions and who to contact

Questions about the module’s content and study materials can be addressed to your lecturer(s) during
the lessons. The consultation hours of the individual lecturers as well as their office location can be
found in the lecturers’ profile on the DLWO.

International Business School 2016 - 2017

2. Set-up of this module
2.1 Teaching methodology

Lectures, discussions, case studies, project group assignments, and group coaching sessions

2.2 Assignment

Description

In the module, you will execute an assignment. In this group assignment you will analyze the service
quality of an organization. Based on this analysis, you have to develop a service marketing plan

Instructions

 The assigmment is intended for groups with a maximum of five participants

 The assignment focuses on the development of a services marketing plan for a company
 The plan will be based on the analysis of the service quality of the company, with the help of
models such as the SERVQUAL model or the gap model
 During the semester you will have regular coach sessions with your lecturer
 Your advice will be presented at the end of the semester. You submit your report during this
presentation
 The assignment will be assessed as described in appendix 2. Your grade will be based on the
group work, but individual grades are adjusted based on your contribution to this group
work. “Free-riders” will be expelled from the group and will not receive a grade for the
group project.
 If you are expelled from the group, you need to compensate with a separate individual
assignment. The maximum grade for such an assignment is a 5.5.

The assessment model(s) for the assignment(s) can be found in Appendix 2.

2.3 Exams

Individual exam (Central exam – 50% of the grade)

The individual exam:

• will be in the form of a written individual test
• consist of a combination of
o multiple choice questions (40% of the grade)
o a case with open-ended questions (60% of the grade)
• is scheduled in the exam week at the end of the semester.
• is based on the lectures, and on the literature specified under 1.4.
• assesses learning goals 1 to 6

Group project (Decentral exam – 50% of the grade)

The group project

International Business School 2016 - 2017
 • will be executed during the semester
• is based on a briefing provided by the client, and on information provided by the lectures, and
the literature specified under 1.4.
• assesses learning goals 1 to 6
• For the assessment model: see appendix 2

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2.4 Assessment

The assessment methods used in this module are summarised below. The table also shows how the
grade for this module will be calculated. For the assessment of the group project, more details can be
found in appendix 2.

Learning
# Description Form goal(s) # Lecture week Weight (%)

1 Theory examination Individual exam 1 thru 6

Central exam period 50%
(Central exam)
2 Assignment Group project 1 thru 6 12 50%
(Decentral exam)

100%

2.5 Resit

If the average grade obtained for this module is below 5.5 you must do a resit. Which resit(s) you must
do depends on which part(s) is/were insufficient. The different situations are illustrated in the table
below.

Situation: The resit will consist Your average module The resit(s)
of the following grade after resit will be will be
test(s): calculated using the scheduled
following weights: in:

1 • Average grade for the whole module ≥ 5.5 No resit needed N.A. N.A.

2 • Average grade for the whole module < 5.5 Allocated

SEM resit
period (will
be filled in
by O&K)

2.6 General regulations

1 You are required to prepare for lessons. If you come to class unprepared, the lecturer has the right
to deny you access to the lesson. What is requested of you in terms of lesson preparation is stated
below and/ or on the DLWO for this module.

2 You must bring a laptop to school for each class. It is your responsibility to make sure that the
battery lasts throughout each lesson. If you fail to bring a laptop to class and/or if the battery does
not last throughout class, this is regarded as not being prepared. A lecturer then has the right to
deny you (further) access to that lesson.
3 The assignments will not be graded if the level of English is inadequate. If that is the case, you have
to hand in your assignment again in the appointed resit period.

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2.7 Lesson plan

Lecture
Class Activities Prepare for Class
week

1 Introduction to Services Marketing (Ch. 1) -

Characteristics of Services (Ch. 1)

2 Chapter 1
Introduction of the Project

3 The Customer: Expectations & Experiences (Ch. 2, 3) Chapter 2, 3

4 Customer Perceptions & The Gap Model (Ch. 4, 5) Chapter 4, 5

5 Designing the Gap Model (Ch. 5, 6) Chapter 6

6 Relationship Marketing (Ch. 7) Chapter 7

7 The Service-dominant Logic Articles Vargo & Lusch

Customer Journey & Service Blueprinting (Ch. 8)

8 Ch. 8, 9
Service Standards (Ch. 9)

9 The Servicescape (Ch. 10) Ch. 10

10 Co-creation & Service Delivery (Ch. 11, 12, 13) Ch. 11, 12, 13

11 Service recovery (Ch. 15) Ch. 15

12 Presentation Group Project Submit Report, Prepare presentation

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Appendix 1: Relationship with your programme’s profile
competencies
# You can:

1. Understand and explain the nature and scope of services marketing

2. Understand the necessary ingedients to create service quality

3. Measure and assess service quality
4. Understand and appreciate the relevance of customer relationship building for services marketing
5. Apply a service-dominant logic to co-create customer value and brand value
6. Design and operationalize a services marketing strategy

LG IBMS Profile Competencies Level

1. III.6 International Marketing and sales management

2. III.6 International Marketing and sales management
3. III.6 International Marketing and sales management
4. III.6 International Marketing and sales management
5. III.6 International Marketing and sales management
6. III.6 International Marketing and sales management

International Business School 2016 - 2017

Appendix 2: Assessment model for the Group Project
TBA

International Business School 2016 - 2017