Brand
Service Marketing
COURSE SYLLABUS : Service Marketing
I. Module Information:
Program Title: Postgraduate – Marketing Studies and Actions
Module Title: Service Marketing
Credit number:
Lecture: 12 hours
Pre-requisite(s): None
Other requirements: None
II. Lecturer Information:
III. Main aim(s) of the module
At the end of this module, students will be able:
– to understand the common characteristics of services
– Develop a service strategy
IV. Module’s description
This course provides definition of services
.- The intangibility of services
– The interface between the client and the organization
– Involvement of the customer in the production of services
- Interface between the client and the organization
- Involvement of the customer in the production of services
The service company as a system
The elements influence the performance of services
The development of a flowchart
Global service Global service = Core service + Associated services
The delivery of services Core service and associated services
V. Reading and resources for the module
Lecture notes of lecturer
1. Valarie A. Zeithaml, Mary Jo Bitner & Dwayne D. Gremler (2017), Integrating Customer Focus
Across the Firm, 7th Edition, Mc Graw Hill.
2. Contributions à l’étude de la satisfaction dans les services » Thèse de Sylvie Llosa, 1996.
VI. Evaluation
- Attendance: bonus
- Final-exam: 100%
Nguyen The Hoan-
