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Mar302 - Services Marketing: Unit Guide
Mar302 - Services Marketing: Unit Guide
Unit Guide
Trimester 1 2021
MAR302 – SERVICES MARKETING
TRIMESTER 1 2021
CONTACTS
Nguyễn Thị Mai Trang
Unit Instructor trangntm@ueh.edu.vn
Nguyễn Trường An
Program Administrator 17 Pham Ngoc Thach Street, District 3, HCM City
Phone: 08 54465555
UNIT OVERVIEW
The unit focuses on the unique challenges of marketing and managing services and
delivering quality service to customers. The attraction, retention, and building of strong
customer relationships through quality service and services are at the heart of the course
content. The course is equally applicable to organizations whose core product is service
(e.g., banks, transportation companies, hotels, hospitals, educational institutions,
professional services, telecommunication, etc.) and to organizations that depend on service
excellence for competitive advantage (e.g., high technology manufacturers, auto motive,
industrial products, etc.).
The basic concepts covered in the unit include: the difference between marketing services
versus products; the role of the service encounter; the key drivers of service quality; the
customer’s role in service creation; service design and innovation; going beyond service to
create customer experiences; technology’ s impact on services; managing customer
service expectations; and customer service metrics.
PRE-REQUISITES
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MAR302 – SERVICES MARKETING
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Assessment Information
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Problem solving
5.
Effective and constructive problem solving.
Ethics
6. An ethical perspective, including an understanding of the ethical responsibilities of
organizations.
Cultural Diversity
A global mindset, including an understanding of the different business settings, the ability to
7.
identify foreign market potentials, to diagnose cross-cultural communication problems and
propose appropriate solutions.
ASSESSMENT SUMMARY
VALUE
ASSESSMENT ITEM DUE DATE LEARNING OUTCOMES
(%)
1. Mid-term exam (individual) Session 10 15% ULO1-5
2. Group assignment TBA 15% ULO5-8
3. Class presentation 10% ULO1-7
4. Case study 10% ULO1-8
5. Final exam (individual) TBA 50% ULO4-7
Final marks and grades are subject to confirmation by the School Assessment Committees
which may scale, modify or otherwise amend the marks and grades for the unit, as may be
required by University policies.
Students will work in self-selected groups of four (or five) to complete a 10-15 page
final report by analyzing service quality of one service firm doing business in
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Vietnam. Students should utilize the concepts and frameworks covered in course
material in the written report. All groups will be required to give a presentation in
class highlighting the important points of the report. Students also submit
evaluations of each group members’ contributions to the final project.
The group assignment will be evaluated according to the following criteria:
Report: To be 15 to 20 pages long of double-spaced text, 12 font type required.
You will need to cite any resources used for the project. The paper must cover
services marketing concepts as they relate to the services you are discussing.
Marking criteria
Questionnaire/data collection 10
Cover required subjects 30
- Reliability
- Responsiveness
- Empathy
- Assurance
- Tangibility
Complete explanation of all key points 20
Recommendations 10
TOTAL 70
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the day. Please notify the instructor, preferably by email, prior to the start of class if
you will not be in attendance or if you will need to leave early.
You will earn 60% for attendance in the discussion sections. The other 40% will be
awarded based on the quality of your contribution to the class discussion.
The final exam will consist of a two hour closed book exam to be undertaken during
the formal examination period. The exam will cover all lecture materials and
relevant textbook chapters. The format of the exam will be a selection of discussion
questions and multiple choices. More information about the exam format will be
given in class closer to the end of the course.
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Teaching Activities
LEARNING RESOURCES
SCHEDULE OF ACTIVITIES
Session PROGRAM SCHEDULE READINGS & ACTIVITIES
8 Mid-term test
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Submission
Assignment cover sheet
All assignments are required to be submitted with an Assignment Cover Sheet.
Group assignments are to be submitted with a Group Assignment Cover Sheet as
well as a Peer Evaluation Form depending on the request of unit instructor.
Non-contributing team members can sometimes be an issue with group-work structured
assessment. Individual student group work scores may be adjusted as a result of peer
dissatisfaction with a particular student’s contribution to group work assignments, as
reflected in submissions of the evaluation form.
Note:
Assignment cover sheets and the evaluation form can be located on MyISB system
Students are advised to keep a copy of all assignments submitted for marking.
Submission style
Assignments are expected to achieve a professional standard:
Be typed, one and a half spaced, on A4 paper
Use a simple clear format, suitable for a report to senior management in a commercial
organisation.
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Submission method
Soft copy: submitted electronically via E-learning system by 11:55 PM on the due date
(Suggested title: Student name_Unitname_Name of Assignment).
Hard copy: submitted to ISB Submission Box at the Reception Area (17 Pham Ngoc
Thach) by the due date.
Attendance
Students are required to attend a minimum of 80% of all classes (which normally 12/15
sessions).
Other cases equating to an absence:
Arriving to class late by 15 minutes at the beginning,
Arriving late by 5 minutes after the break
Leaving prior to the scheduled end time without the permission of the lecturer
If you are unable to attend any session, please let your lecturer know AND submit a
request for absence form to program administrator prior to the session.
IMPORTANT: Students will not be allowed to sit in the final examination if violating the
above absence rule.
IMPORTANT: If you are in violation of these policies you will be excused from class
and an absence will be assessed.
Email etiquette
Your lecturers receive many emails each day. In order to enable them to respond to your
emails appropriately and in a timely fashion, students are asked to follow basic
requirements of professional communication.
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IMPORTANT:
First violation will result in a grade ZERO (0%) for that assignment.
Second violation will result in a failing course grade.
Additional information
This unit guide may be revised at the discretion of the Academic Department with approval
from Program Academic Director and School Academic Committee where appropriate.
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