COURSE OUTLINE - MG550 SERVICES MARKETINGFAST SCHOOL OF Management

Type: Elective Course in MarketingClass: MBA

Course Instructor: Dr Zia Khan

Sessions: 3 00 hrs-6 00 hrs

Advisory Hours: Mondays 14 00 16 00 hr & Tuesdays 8 30 10 00 hrs Email: zia.khan@nu.edu.pkPhone: (042) 111 128 128 Ext. 343

COURSE INTRODUCTION Services contribute a significant portion of any country’s GDP. Managing and Marketing services has emerged over the last few decades as a specialized branch within marketing management. This graduate level Services Marketing course takes an analytical approach towards developing a better understanding of services and their unique characteristics which require different marketing strategies than product marketing as well as formulation of these strategies.

LEARNING MATERIAL 1. Services Marketing Management, 3/e, Peter Mudie and Angela Pirrie2. Services Marketing Text and Cases, 2nd Ed, Stever Baron and Kim Harris3. Case Studies & Articles handed out during course

LEARNING METHODOLOGY These learning tools shall be used to explain the concepts: Class lectures Interactive case study sessions A comprehensive case study/group projectStudents are expected to actively participate in all activities to ensure they learn

LEARNING OBJECTIVES After this course, students should be able to: Critically distinguish between services and products Understand consumer behavior and marketing mix for services Understand extended marketing mix for services Understanding key management and organizational issues related to services organizations Develop services marketing strategies in different settings Grasp contemporary developments in services management and marketing led by technology

COURSE CONTENTS Following shall be key contents of course. Students are expected to self-read contents of the book and be prepared to discuss them with practical examples in class

No. Topic1 Introducing services

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2 Organization for service3 Design of the service4 The service setting5 Service quality6 The service encounter7 Managing people8 Demand and capacity management9 Service communications

10 Performance measurement11 Relationship marketing12 Monitoring and evaluating the service

Discussions of some topics/chapters will be augmented by different handouts related to these topics. These handouts will be part of course and may be referred to during evaluations.

DIVISION OF MARKS Case Study/Assignments 15%7 Case and articles studies shall be conducted. Quizzes 10%3 Quizzes throughout the semester. Best 2 to be selectedGroup Project 15%Preferably shall consist of authoring a case study related to Services marketing practices of a Pakistani organization or sector or students will analyze holistic picture of a service business in the context of PakistanMid-Term Exam 20%First 5 chapters shall be covered in Mid-term exam. Paper shall consist of Objectives, Short Questions, Case Study questionsFinal Exam 40%Complete course shall be covered in the final exam. Paper shall consist of Objectives, Short Questions, Case Study questions

A NOTE ON STUDENTS’ CONDUCT IN CLASS This is a graduate level specialization course which would require serious efforts on part of students. While, it is highly encouraged that you should participate freely in the class, you are required to maintain professional decorum of the class. Any disciplinary or attendance related matters shall be dealt as per university’s policies.

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