A Course Syllabus

in
SERVICES MARKETING
(2nd Semester SY: 2023-2024)
Vision Mission

Siquijor State College as the center of excellence in higher and technical- To provide effective and excellent higher and technical-vocational education in the different
vocational education in the Province of Siquijor. areas through instruction, research, extension and production and serve as catalyst and
partner for local, regional, and national growth and development.

College Goals
1. Produce graduates equipped with knowledge, skills, attitudes, habits, and values for self or corporate employment required in business and industries
2. Inculcate work ethics, develop an understanding and appreciation of corporate social responsibility.
3. Enhance capabilities in conducting research, community extension and production activities.
OBJECTIVES of the Bachelor of Science in Business Administration:

The Bachelor of Science in Business Administration Program aims to produce students who:
1. are morally upright, globally competitive, imbued with ideas, aspirations, values, and traditions of Philippine life sufficiently equipped with entrepreneurial and
managerial knowledge and skills for self or corporate employment;
2. have gained understanding and appreciation of corporate social responsibility;
3. are exposed to actual internal and external Business Environment;
4. have work ethics, smooth and sound interpersonal relations with peers, clients and the general public;
5. can design, implement, monitor and evaluate cost effective Business Plans through on and off-the-job training programs; and
6. can conduct research, community extension and production activities of the college.

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 Program Outcomes:

The Bachelor of Science in Business Administration Program aims to produce graduates who: (CMO 17 s. 2017)
6.3.1. Analyze the business environment for Strategic Direction
6.3.2. Prepare Operational Plans
6.3.3. Innovate business ideas based on emerging industry
6.3.4. Manage a strategic business unit for economic sustainability
6.3.5. Conduct business research

Course/Year and Section Intructor’s/ Professor’s Name Christian R. Duran, MBA,LPT

Schedule Monday-Thursday Office Designation/Position NONE
Time Office Hours
Venue Contact Number 09062501736
Semester & School Year 2nd Semester Email Address christianrduran@gmail.com

Course Information
Course Name Services Marketing Course Code Elect 304

Class Code
Pre-requisite Subject Mktg 201 Personal Finance Course Credit 3 units, 3 hours per week
(18 weeks, 54 hours total)
Course Requirements

Total No. of hours: 27 midterm 27 final term = 54 hours

Quizzes
Group Activity

CBM-05-12; Course Syllabus/6thJanuary2020

 Reportorial
Case Analysis
Major Examinations – Midterm and Final Term
Final Output
Grading System

Lecture Rating: Final Rating:

Quizzes/Assignments/Attendance/Project --------------------------- 60% Mid-term Grade------------------------------------------------ 40%
Mid-term and Final term --------------------------- 40% Final term Grade----------------------------------------------- 60%
100% 100%

Course Description

Marketing is a set of skills, concepts, knowledge, analytical techniques and approaches that--when applied appropriately--can greatly improve the
effectiveness with which business is conducted. The course is designed to allow further develop the skills, techniques, and approaches, and to seek
appropriate solutions based on reasoning and analysis. It is critical to understand that at this stage of knowledge, marketing is not a science! If it were,
there would be no service failures, dissatisfied customers, or ineffective advertising. The emphasis in the course will be on service universals rather than
on any particular industry. However, concepts will be illustrated using cases, examples, and exercises in service industries such as banking, health care,
financial planning, consulting, the professions, and communication, as well as, manufacturing and high-tech industries (both which depend heavily on
services to promote value).
Course Learning Outcomes CLO Covered

At the end of the course, the students should be able to:

1. Demonstrate an extended understanding of the similarities and differences in service-based and physical product-based marketing activities;
2. Supplement basic marketing and marketing strategy by focusing on problems and strategies specific to marketing of services.
3. Demonstrate a knowledge of the extended marketing mix for services;

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 4. Develop and justify marketing planning and control systems appropriate to service-based activities;
5. Specify, analyze and select markets for specific service products;
6. Analyze and give results on problems commonly encountered in marketing services-such as inability to inventory, difficulty in synchronizing
demand and supply, difficulty in controlling quality.
7. Learn and apply strategies used by successful services marketers to overcome the difficulties.
8. Conduct an investigation of service delivery systems, collecting, analyzing data, and synthesizing information to provide valid conclusions.
Time Content Learning Competencies Formative and Suggested Teaching Learning Activities CLO’s/
Allotment Summative References
Assessment
Week 1-2 Chapter 1 At the end of the course, the student Performance Tasks: Engage: CLO 1
shall be able to: Graded Recitation / Introduction to Service Marketing, its
Introduction to 1. Understand how services Class Discussion definition, and its importance in the
Service Marketing: contribute to a country’s business world.
Creating Value in the economy. Written Tasks:
Service Economy 2. Know the principal industries of Short Quiz on the Explain:
the service sector. topics discussed Explain why there is a need to study
3. Understand how B2B services Services
improve the productivity of
individual firms and drive Explore:
economic development. Explore the Principal Industries of the
4. Be familiar with the difference Service Sector?
between outsourcing and
offshoring of services. Elaborate:
Describe the four broad categories of
Services

CBM-05-12; Course Syllabus/6thJanuary2020

 Evaluate:
Evaluate how the traditional Marketing
Mix is applied to Services through case
analysis
Week 3-4 Chapter 2 At the end of the course, the student Performance Tasks: Engage: CLO 2 & 5
shall be able to: Graded Recitation / Present the three-stage model of service
Understanding Service 1. Describe the three different Class Discussion consumption
Consumers types of attributes that
consumers use to evaluate Written Tasks: Explore:
products and how they relate to Short Quiz on the Explore the reasons why consumers often
service offerings topics discussed have difficulties evaluating services,
2. Discuss why service especially those with many experiences
characteristics like intangibility and credence attributes
and quality control problems
affect consumer evaluation Explain:
processes Discuss how customers form service
3. Describe the relationship expectations and the components of these
between customer expectations expectations
and customer satisfaction
4. Explain the purchase process for Elaborate:
services Contrast how customers experience and
evaluate high versus-low
contact services.

Evaluate:
Describe how customers evaluate services

CBM-05-12; Course Syllabus/6thJanuary2020

 and what determines their satisfaction
Week 5 Chapter 3 At the end of the course, the student Case Analysis: Engage CLO 3 & 4
shall be able to: “Desperately Seeking Present the case “Desperately Seeking
Positioning Services in 1. Describe the four different focus Service Strategies” Service Strategies” describing how travel
Competitive Markets approaches agencies position their services and draw
2. Explain the elements of Performance Tasks: reaction from class
competitive positioning strategy Graded Recitation /
3. Discuss how perceptual maps Class Discussion Explore
help identify competitors' the key elements of a positioning strategy
positions in a specific market Written Tasks: (STP) and explain why these elements are
4. Understand how branding relates Short Quiz on the so crucial for service firms to apply
to individual offerings within a topics discussed
product line Explain
5. Define the different types of Distinguish between important and
service innovation determinant attributes for segmentation

Elaborate
Discuss how to effectively position a
service to distinguish it from its
competitors

Evaluate
Evaluate how to use positioning maps to
analyze and develop competitive strategy.
Week 6 Chapter 4 At the end of the course, the student Case Analysis: "Susan Engage: CLO 3 & 4
shall be able to: Munro, Service Present the case "Susan Munro, Service

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 Developing Service 1. Understand what constitutes a
Products and Brands service product.
2. Be familiar with the Flower of
Service model.
3. Know how to facilitate
supplementary services related
to the core product.
4. Understand branding at the
corporate and individual service
product level.
5. Understand what is required to
deliver a branded service
experience.
Week 7 Chapter 5 At the end of the course, the student
shall be able to:
Distributing 1. Distinguish between physical and
Services Through electronic channels of delivery
Physical and Electronic 2. Recognize that delivery systems
CBM-05-12; Course Syllabus/6thJanuary2020
Consumer" Consumer" to understand Service
Processes and draw ideas from the class
Performance Tasks: about their own experience in availing
Graded Recitation / services as consumers.
Class Discussion
Explore:
Written Tasks: Discuss the Components of the
Short Quiz on the Augmented Service Product.
topics discussed
Explain:
Case Analysis: Examine how service firms use different
“Desperately Seeking branding strategies.
Service Strategies”
Elaborate:
Go over the four different types of service
processes and their strategic implications
Evaluate:
Evaluate Alternative Channels for Service
Deliver by focusing on the case
“Desperately Seeking Service Strategies”.
Case Analysis: “Kinko's: Engage: CLO 5
From Local Copyshop Present the case “Kinko's: From Local
to Global Business Copyshop to Global Business Service
Service Provider” Provider” to introduce Creating Delivery
Systems in Place, Cyberspace, and Time
 Channels must address issues of where,
when, and how service is to be
delivered to customers
3. Understand the role of physical
evidence and servicescapes in
service delivery
4. Describe the role of
intermediaries in service delivery
5. Understand the challenges of
distributing services in large
domestic markets.
CBM-05-12; Course Syllabus/6thJanuary2020
Performance Tasks: and draw ideas from the class about the
Graded Recitation / importance of electronic channels in the
Class Discussion delivery of services.
Written Tasks: Explore:
Short Quiz on the Describe how services can be distributed
topics discussed using three main options, and
understand the importance of
distinguishing between distributing core
and supplementary service
Explain:
Explain why franchising is a common way
of delivering services to end
users
Elaborate:
ELeborate the role, benefits, and costs of
using intermediaries in
distributing services
Evaluate:
Evaluate how companies answer
challenges in delivering service using
"Aggreko: A Different Kind of Rental
 Company" case analysis. Ask students to
make a reflection paper.
Week 8 Chapter 6 At the end of the course, the student Case Analysis: Explore: CLO 4 & 6
shall be able to: Southwest Airlines: Present the case “Southwest Airlines:
Service Pricing and 1. Recognize that effective pricing is Low-Price Low-Price Leader with a Low-Cost Culture”
Revenue Management central to the financial success of Leader with a Low-Cost and draw ideas from the class about
service firms. Culture pricing strategies implemented by service
2. Outline the foundations of a providers
pricing strategy as represented Class Discussion
by the pricing Explore:
tripod Recitation identify the different outlays customers
3. Define different types of financial incur in purchasing and using a service
costs and explain the limitations Quiz discuss the relationship between pricing
of cost-based pricing. and demand
4. Understand the concept of net Reflection: “Trading off
value and how gross value can be Monetary and Non- Explain:
enhanced through value-based Monetary Costs” Explain how the differences between
pricing and reduction of related goods and services affect pricing strategy
monetary and non-monetary appreciate ethical concerns in pricing
costs. policy
5. Describe competition-based Elaborate:
pricing and situations where In groups, describe the key issues in
service markets are less price designing and implementing pricing
competitive strategies
Be familiar with the issues of ethics and
consumer concerns related to service Evaluate:

CBM-05-12; Course Syllabus/6thJanuary2020

 pricing. Present a situation about "Trading off
Monetary and Non-Monetary Costs" and
have the students chose and defend their
answer as to which clinic would they
patronize if they needed chest X-ray after
analyzing the information given for the 3
alternative clinics presented.
Week 9 Multiple Choice Exam Multiple Choice Exam Evaluate: Midterm Exam

Week 10-11 Chapter 7 At the end of the course, the student Case Analysis: “Process Engage: CLO 3 & 4
shall be able to: Redesign in Singapore’s Present the case "Process Redesign in
Designing Service 1. Know the difference between a Libraries” Singapore’s Libraries" to the class to draw
Processes service experience and a service reaction and opinion about Designing
process Class Discussion Service Process
2. Tell the difference between flow
charting and blueprinting Recitation Explore:
3. Understand how to use fail Explore the levels of customer
proofing to design fail points out Quiz participating in service processes.
of service processes.
4. Know how to set service Explain:
standards and performance Explain the necessity for service process
targets for customer service redesign
processes.
5. Appreciate the importance of Elaborate:
consumer perceptions and Understand the factors that lead

CBM-05-12; Course Syllabus/6thJanuary2020

 emotions in service process
design.
6. Understand how service process
redesign can help improve both
service quality and productivity
7. Understand the levels of
customer participating in service
processes
8. Be familiar with the concept of
service customers as “co-
creators” and the implications of
this perspective.
Week 12 Chapter 8 At the end of the course, the student
shall be able to:
Balancing Demand 1. Know the different demand-
and Capacity supply situations that fixed
capacity firms may face.
2. Describe the building blocks of
dealing with the problem of
fluctuating demand
3. Understand what is meant by
productive capacity in a service
context
4. Understand how to use the
marketing mix elements of price,
product, place, and promotion to
CBM-05-12; Course Syllabus/6thJanuary2020
customers to accept or reject new
self=service technologies (SSTs).
Evaluate
Develop a blueprint for a service process
with all typical design elements in place.
Case Analysis: “Cape Engage: CLO 6
Cod: A Seasonal Tourist Present the case "Cape Cod: A Seasonal
Destination” Tourist Destination" to introduce the
concept of fluctuating demand
Class Discussion
Explore:
Recitation Describe the forms that productive
capacity can take in a service organization
Quiz
Explain:
Explain how to use capacity management
techniques to address variations in
demand
 smooth out fluctuations in Elaborate
demand. Recognize different patterns of demand
5. Understand how customers and their underlying causes
perceive waits and how to make
waiting less burdensome for Evaluate
them. Formulate demand management
strategies appropriate to specific
situations
Week 13 Chapter 9 At the end of the course, the student Case Analysis: “Gu Engage: CLO 3 AND 4
shall be able to: Guggenheim Museum Present the case "Guggenheim Museum in
Crafting the Service 1. Recognize the four core purposes in Bilbao” Bilbao" and to introduce the topic about
Environment service environments fulfill. Service Environments
2. Know the theoretical Class Discussion
underpinning from Explore:
environmental psychology that Recitation Explore the dimensions of the service
helps us to understand customer environment
as well as employee responses to Quiz
service environment Explain:
3. Understand the key ambient Explain why designing an effective
conditions and their effects on servicescape has to be done holistically
customers. and from the customer’s perspective
4. Understand the roles of spatial
layout and functionality Elaborate:
5. Understand the roles of signs, Discuss the key ambient conditions and
6. symbols, and artifacts their effects on customers

CBM-05-12; Course Syllabus/6thJanuary2020


Week 14 Chapter 10 At the end of the course, the student
shall be able to:
Managing People
for Service Advantage
CBM-05-12; Course Syllabus/6thJanuary2020
1. Understand the factors that
make the work of front-line staff
so demanding and often difficult
2. Understand the key elements of
the Service Talent Cycle of
successful HR management in
service firms
3. Know how to attract, select, and
hire the right people for service
jobs.
4. Understand the role of internal
marketing and communications.
5. Understand why empowerment
is so important in many front-line
jobs.
6. Explain the qualities of effective
leaders in service organizations.
7. Understand different leadership
styles, the importance of role
Evaluate:
Brainstorm in groups to develop strategies
for building and maintaining a successful
franchising relationship. Present and
discuss proposed strategies.
Class Discussion Engage CLO 4
Explain why service employees are
Recitation crucially important to the success of a firm
Explore
Quiz
Describe the cycles of failure, mediocrity,
and success in HR for service firms
Reflection
Explain
Explain the key areas in which service
employees need training
Elaborate
Discuss the difference between service
climate and culture, and describe the
determinants of a climate for service.
Evaluate:
Think of two organizations you are familiar
with, one that has a very good and one
that has a very poor service culture.
Describe the factors that contributed to
shaping those organizational cultures.

Week 15 Managing Relationship At the end of the course, the student
Marketing and shall be able to:
Customer Loyalty
CBM-05-12; Course Syllabus/6thJanuary2020
modeling and focusing the entire
organization on the front-line.
1. Recognize the important role
customer loyalty plays in driving
a service firm’s profitability.
2. Calculate the lifetime value (LTV)
of a loyal customer
3. Understand why customers are
loyal to a particular service firm
4. Understand the relationship
between customer satisfaction
and loyalty
5. Appreciate the power of social,
customization, and structural
bonds in enhancing loyalty
6. Understand the part played by
customer relationship
management (CRM) systems in
delivering customized services
and building loyalty.
What factors do you think contributed
most? Why?
Engage:
Explore:
Explore ways on how to deepen the
relationship through cross-selling and
bundling.
Explain:
Explain why it is so important for service
firms to target the “right” customers.
Elaborate:
Elaborate the core strategies of the Wheel
of Loyalty that explain how to develop a
loyal customer base.
Evaluate:
Identify three service businesses you
patronize on a regular basis. For each
business, complete the following
sentence: “I am loyal to this business
 because. . .”
Week 16 Chapter 4 At the end of the course, the student Class Discussion Engage: CLO 3 & 4
shall be able to: Present the Case 'Too Little, Too Late—
Complaint Handling 1. Discuss the nature and extent Recitation Jetblue’s Service Recovery" to introduce
and Service Recovery of consumer complaints the topic Complaint Handling and Service
2. Outline the courses of action Quiz Recovery and draw opinions from the
available to a dissatisfied customers about Complaint Handling and
Case study Service Recovery
consumer
3. Explain the factors that
Explore:
influence consumer Discuss reasons why customers complain.
complaining behavior
4. Identify the principles of an Explain:
effective service recovery Explain the service recovery paradox
system
Elaborate:
Familiarize the seven groups of
jaycustomers and understand how to
manage them effectively

Evaluate:
Present the case “Why Did the Hotel
Guests Pass Up a Free Breakfast”
concerning Hampton Inn and draw
reaction from the class.

CBM-05-12; Course Syllabus/6thJanuary2020

Week 17 Creating Value Through At the end of the course, the student
Productivity and shall be able to:
Quality 1. Explain the relationships
between service quality,
productivity, and profitability.
2. Be familiar with the different
perspectives of service quality.
3. Demonstrate how to use the
Gaps Model for diagnosing and
addressing service quality
problems.
4. Explain the common objectives of
effective customer feedback
systems
CBM-05-12; Course Syllabus/6thJanuary2020
Case Analysis: “Cisco Engage:
Systems Leads the Way Present the case "Cisco Systems Leads the
in e-Productivity” Way in e-Productivity" to the class to draw
reaction and opinion about the topic
Class Discussion concerning productivity and quality in a
service context
Recitation
Explore:
Quiz Define what is meant by productivity and
quality in a service context understand the
Reflection: “ToysR Us relationship between customer
Finds Out Why expectations, service quality and customer
Customers Aren't satisfaction
Playing There Anymore
Explain:
Explain the gaps model of service quality
describe the techniques for
identifying the root cause of specific
service quality problems
Elaborate
Identify the components of a service
quality information system and discuss
productivity and quality measurement
techniques

Week 18
CBM-05-12; Course Syllabus/6thJanuary2020
At the end of the course, the student
shall be able to:
1. Understand the implications of
the Service-Profit Chain for
service management
2. Appreciate that the marketing,
operations, and human resource
management functions need to
be closely integrated in service
businesses, and understand how
this can be achieved.
3. Be familiar with the four levels of
service performance.
4. Understand what actions are
required to move a service firm
from service loser to service
leader.
5. Explain what human leadership
involves in a services context.
6. Appreciate the qualities needed
in effective leaders in service
Evaluate:
Student reflection about the “ToysR Us
Finds Out Why Customers Aren't Playing
There Anymore” and relate it to service
quality, productivity, and profitability.
Case Analysis: Engage:
“Leadership and Present the case "Leadership and
Company Culture at Company Culture at IKEA North America"
IKEA North America” to introduce the topic about effective
service leadership
Class Discussion
Explore
Recitation Discuss the characteristics of World-class
service organizations and be familiar with
Quiz the four levels of service performance.
Explain:
Explain what is required for moving a
service firm from service loser to
service leader
 firms.
7. Understand the role leaders, at
all levels within their
organization, play in building
service success.
8. Understand the relationship
between service leadership,
culture, and climate
Week 19 Multiple Choice Exam Multiple Choice Exam Evaluate: Final Exam

FINAL COURSE OUTPUT

 Search a Franchise Businesses
 Students shall choose one franchise business that is found in the province/cities.
 Research about the essentials of franchising of the company you choose.
 The students shall create a power point presentation containing the nature of the franchise business, and their location.

CBM-05-12; Course Syllabus/6thJanuary2020

 List of References
Books:

1. Christopher. H. Lovelock (2004), Service Marketing -, 5th Edition, Pearson.

2. Barron and Harris (1995), Service Marketing, MacMillan
3. Balaji B (2002), Services Marketing, S Chand.
4. Valerie Zeithmal, Mary Jo Bitner (2016), Services Marketing McGraw Hill. International Edition
5. Bateson, John E. G., & Hoffman, K. D. (2011). Services Marketing. (4th ed.), International Edition, South-Western, Cengage Learning.
6. Fisk, Raymond, P., Grove, & Stephen, J., John J. (2014). Service Marketing: An Interactive Approach. (4th ed.), South-Western/Cengage Learning.
7. Palmer, Adrian (2011). Principles of Services Marketing. (6th ed.), McGraw-Hill Higher Education.
8. Wirtz, Jochen, Chew, P., & Lovelock, C. (2013). Essentials of Service Marketing. (2nd ed.), Pearson Education South Asia Pte Ltd.
9. Zeithaml, Valarie A., Bitner M. J., & Gremler. D. (2013). Services Marketing: Integrating Customer Focus Across the Firm. (6th ed.), McGraw-Hill Higher Education.

Online References:

https://www.sba.gov/sites/default/files/TRANSCRIPT_Introduction-to-Franchising.pdf
https://www.bizmove.com/starting-business/how-to-start-a-franchise-business.pdf
https://www.franchise.org/sites/default/files/BasicsTrack_Franchisor%27sIP.pdf

Prepared by: Checked by:

CHRISTIAN R. DURAN, MBA, LPT NESTOR S. ASUNTO,MPM

Instructor 1 BSBA PROGRAM CHAIR

CBM-05-12; Course Syllabus/6thJanuary2020

Approved by: Noted by:

JONAH LYNN JUGUILON,DBA MARY ANN M. TEMPROSA, Ph.D,CESE

Dean, CBM Vice-President for Academic Affairs

CBM-05-12; Course Syllabus/6thJanuary2020