BM05/QT03-ĐT

UNIVERSITY OF ECONOMICS AND FINANCE Bản dự thảo số …/

HO CHI MINH CITY Bản chính thức số …
FACULTY OF MARKETING

COURSE OUTLINE

1. Course Title SERVICE MARKETING

2. Course Code MKT1111E
3. Degree
Bacherlor
Program
4. Credit 03 Credits
5. Course Pre-
Principle of Marketing (MKT1101)
requisitement
TLM1 - Giải thích cụ thể (Explicit Teaching)
TLM2 - Thuyết giảng (Lecture)
TLM3 - Tham luận (Guest Lecture)
TLM4 - Câu hỏi gợi mở (Inquiry)
TLM8 - Tranh luận (Debate)
6. Teaching
TLM9 - Thảo luận (Discussion)
Methods
TLM12 - Giải quyết vấn đề (Problem Solving)
TLM14 - Học theo tình huống (Case Study)
TLM15 - Bài tập theo nhóm (Teamwork Learning)
TLM19 - Hệ thống LMS (E-learning)
TLM20 - Bài tập (Work Assignment)
7. Faculty Marketing
8. Course Objectives
Program
Compet
Learning
Objectives Description ency
Outcome
Level
( PLO)
Knowledge
● Understanding and recognizing Service
Marketing (including professional services, PLO1, PLO3,
CLO1 consumer services, business service quality, PLO4, PLO5 3.0
and services related to tangible products)
and the issues related to the quality of
services provided.
CLO2 Skills: PLO3, PLO4, 4.0
PLO5, PLO6,
● Understanding Service Marketing and

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management issues in service industries;

Grasping the components that constitute PLO7
service quality.
Abilities of Autonomy and Self- PLO4, PLO5,
Responsibility: PLO7, PLO8,
CLO3 PLO9, PLO11, 4.0
● Redesigning services to meet customer needs
PLO12,
and planning for service industry marketing. PLO13
9. Course Learning Outcomes
Course PLOs
Learning
Description
Outcome
( CLO)
Knowledge:

PLO1
CLO1.1 - Comprehending the concepts of service, service
CLO1 PLO3
quality, and the components that constitute service quality.
PLO4
CLO1.2 - Distinguishing the major differences between
PLO5
product marketing and service marketing.
PLO6

Skills:
CLO2.1:
Recognizing the interconnections between service marketing, the
service process, and people in a service organization.
CLO2.2:
Comprehending concepts related to ensuring service quality, such PLO4
CLO2 as setting service standards, focusing on customers, and designing PLO5
services. PLO7
CLO2.3: PLO8
Leveraging advancements in the global marketing landscape. PLO9
CLO2.4:
Problem-solving: Identifying the structure and solutions to
organizational issues, enabling the organization to manage and
guide through complex and ambiguous environmental changes.

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Abilities of Autonomy and Self-Responsibility:

CLO3.1:
Being able to think creatively in designing services that meet
customer needs and organizational resources.
CLO3.2:
Planning, organizing, and executing a marketing project for a PLO4
specific service while ensuring compliance with service PLO5
quality components. PLO7
CLO3 CLO3.3: PLO8
Applying presentation skills, communication skills, PLO9
teamwork skills, foreign language skills, and internet skills PLO11
for documentation researching and information gathering. PLO12
CLO3.4: PLO13
Being able to link practical issues with theory through
marketing situations in the studied service industries.
Students will be more proactive in their work and flexibly
solve marketing-related problems in the service sector.
10. Course Description
The course "Service Marketing" equips learners with knowledge about service marketing,
including : service marketing overview, service market research, products in service
marketing, managing the communication process, service quality, managing the service
delivery process, service accessibility, service pricing, service promotion.
International service marketing.
11. Course Requirements
 Active involvement in group projects.
 Engagement in discussions and participation during presentations.
 Preparation of required readings and complete slide presentations prior to class.
 Completion of exercises as assigned by the instructor, along with proactive textbook
reading.
 Adequate classroom resources including computers, boards, projectors, screens,
microphones, tables, and chairs.
12. Course Schedule
Course
Learning Teaching Assessm
Session Description
Outcomes methods ents
(CLO)
Session 1 This section encompasses a CLO1 TLM1 AM1
comprehensive CLO2 TLM2
introduction to the subject TLM4
matter, including stipulated TLM14
requirements and
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regulations. It provides
information regarding
groupings, potential
assignment of presentation
topics, and offers detailed
insights into the subject's
assessment methods.

The nature of Service

Marketing
o An overview of
services
o Classifying services
The nature of Service
Marketing ( cont.) TLM1
o The nature of service CLO1 TLM2
Session 2 AM1
marketing CLO2 TLM4
o Service orientation TLM14
and objectives
Service processes and
Service design:
TLM1
o Service concept
CLO1 TLM2
o Service production AM1
Session 3 CLO2 TLM4
system ( Servuction) AM3
TLM9
o Characteristics of
TLM 14
service delivery
systems
Service processes and
Service design (cont.):
o The concept of service TLM1
processes CLO1 TLM2
AM1
Session 4 o Designing service CLO2 TLM4
AM3
processes TLM9
o The role of service TLM 14
processes in service
marketing.
Session 5 Service quality: CLO1 TLM1 AM1
o Service quality CLO2 TLM2 AM2
overview TLM4 AM3
o Customer perception TLM9
of service quality TLM13

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o Five dimension of TLM14

service quality TLM20
Service quality (cont.):
o Five service quality
and service
management gaps TLM1
o Service quality TLM2
Session 6 CLO1 AM1
management TLM4
(Saturday - 3 CLO2 AM2
TLM9
weeks) AM3
Instruction for choosing a TLM14
topic, content of the essay, TLM20
grading criteria, timeline
for completing and
submiting the essays
New Service Development
Strategy TLM1
Session 7 o Overview of the New TLM2 AM1
CLO1
Midterm = gr Service Development TLM4 AM2
CLO2
presentation Model TLM9 AM3
o Application of TLM14
Specific Models
New Service Development
Strategy (cont.) TLM1
o Evaluating Changes TLM2 AM1
CLO1
Session 8 in Customer Needs TLM3 AM2
CLO2
o Developing New TLM9 AM3
Services TLM14

Service Distribution
Activities
o Direct Delivery TLM1
Session 9 Services TLM2 AM1
CLO1
o Indirect Distribution TLM3 AM2
CLO2
Channels TLM9 AM3
o Strategic Orientation TLM 14
o Designing New
Distribution Channels
Session 10 Service Distribution CLO1 TLM1 AM1
Activities ( Cont.) CLO2 TLM2 AM2
o Direct Delivery TLM3 AM3
Services TLM9

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o Indirect Distribution
Channels
o Strategic Orientation TLM 14
Designing New Distribution
Channels
Personal Communication in
Services and Customer
Service
o The Role of Personal
TLM1
Service CLO1
Session 11 TLM2
Communication CLO2 AM1
TLM4
o Service Scripts CLO3 AM2
TLM9
o Control in Personal CLO4
TLM14
Service
Communication

Personal Communication in
Services and Customer
Service ( Cont.)
o The Specialized Role
TLM1
of Marketing CLO1
Session 12 TLM2
Communication CLO2 AM1
TLM4
o Encouraging Service CLO3 AM2
TLM9
Consumption CLO4
TLM14
o The Concept of
Customer Service
o Factors Influencing
Services
Service Positioning
o Concept and
Implementation of
Service
TLM1
Differentiation CLO1
TLM2
o Relationship between CLO2 AM1
Session 13 TLM4
Positioning - Service - CLO3 AM2
TLM9
Structure CLO4
TLM14
o The Process of
Service Positioning

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Service Pricing
o Overview of Service
Pricing
o Pricing Decisions in
Services TLM1
CLO1
o The Role of Pricing in TLM2 AM3
CLO2
Session 14 Services TLM3 AM7
CLO3
o Some Principles of TLM14 AM8
CLO4
Service Pricing TLM15
o Factors Constituting
Price

Course Review
People Factors in Services
o Various Roles of
People in Services
o The Position of
People in Service TLM1
CLO1
Delivery TLM2 AM3
CLO2
Session 15 o Internal Marketing in TLM3 AM7
CLO3
Business TLM14 AM8
CLO4
o Cross-functional TLM15
Links and Conflicts in
Cross-functional
Links

13. Assessment Methods

Course
Learning
Components Assessment Forms
Outcomes
(CLOs)
A1.1 Attendance (AM1) CLO3
A1. Continuous Assessment A1.2 Assignments, bonus exercises
CLO1, CLO2
(30%) (AM2)
A2.1 Written test (AM4) CLO1, CLO2
A2.1 Group Presentation (AM3)
A2. Midterm Assessment CLO1, CLO2
A2.2 Teamwork (AM8)
A3.1 Essay (AM7)
A3. Final Assessment (50%) CLO1, CLO2
A3.2 Teamwork (AM8)
Rubrics: using Rubrics templates for course assessment (appendix)

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Jochen Wirtz, Christopher Lovelock (2021). Services

Marketing: people, technology, strategy: Global Edition
Course
Paperback, 9th edition. London: World Scientific Publishing
Textbook
Co.Inc.
(1,2,3,4,5,6,7,8,11)
o Materials and slides provided by lecturers.
o Trịnh Thuỳ Anh (chủ biên) (2014). Các tình huống
quản trị kinh doanh. NXB Thống kê.
14. Course o Zeithalm et.al., (2019). Service marketing, 7th Ed.
Reference
Materials McGraw Hill.
Materials
o Iwan Setiawan, Hermanwan, Phillip Kotler (2019).
Marketing 4.0: Moving from Traditional to Digital.
o • C.Bhattacharya (2007). Services Marketing. Excel
Books.
(1) Marketing plans: http://marketingplans.com
Reference (2) http://www.actionplan.com/index.html Marketing
websites/ Virtual
CDs (3) http://marketing.about.com
(4) www.knowthis.com
15. Self-study Nội dung Số tiết Nhiệm vụ của sinh viên
Instruction Thoroughly review the course
outline.
The nature of service Pre-read the chapter content
6
marketing and engage in discussions
based on the textbook
questions.
Pre-read the chapter content
Service processes and and engage in discussions
3
Service design based on the textbook
questions.
Pre-read the chapter content
and engage in discussions
Service quality 6
based on the textbook
questions.
Pre-read the chapter content
New Service Development
and engage in discussions
Strategy 3
based on the textbook
questions.
Service Distribution 3 Pre-read the chapter content
Activities and engage in discussions
based on the textbook

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questions.
Personal Communication in Pre-read the chapter content
Services and Customer and engage in discussions
3
Service based on the textbook
questions.
Pre-read the chapter content
and engage in discussions
Service Positioning 6
based on the textbook
questions.
Pre-read the chapter content
and engage in discussions
Service Pricing 3
based on the textbook
questions.
Pre-read the chapter content
People Factors in Services and engage in discussions
6
based on the textbook
questions.
16. Expected Lecturers involving in teaching
- Phan Bảo Giang – giangpb@uef.edu.vn
- Lưu Hoàng Thiện Minh - minhlht@uef.edu.vn
- Ngô Thanh Phương Quỳnh - quynhntp@uef.edu.vn
- Nguyễn Quang Trung - trungnq@uef.edu.vn
- Nguyễn Thị Mai Hương - huongntm@uef.edu.vn
- Nguyễn Anh Duy - duyna@uef.edu.vn
- Nguyễn Thiện Hùng - hungpmc@gmail.com
- Vương Hoàng Vũ - thayvu72@gmail.com
- Phạm Quốc Luyến - pqluyen@gmail.com
- Vũ Hải Nam - vhnam309@gmail.com

HCMC, 20 August 2023

Dean Head of Program The Lecturer

Phan Bảo Giang, Ph.D Nguyễn Quang Trung, Nguyễn Đăng Huy Vũ,
Ph.D MA

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