Standard

Posted: 12/28/05

MKT 208 – Service Marketing

Course Description

This course defines the service industry and illustrates how to utilize methods of reaching and Maintaining customers. Topics include: service industry classifications, strategies in balancing demand and capacity, developing a marketing plan, customer loyalty, technology, and trends.

Competency Areas	Hours
Service Industry classifications	Class	5
Strategies in balancing demand and capacity	D. Lab	0
Developing a marketing plan	P. Lab/O.B.I.	0
Customer loyalty	Credit	5
Technology
Trends

Prerequisite:	None
Corequisite:	None

Course Guide

Competency	After completing this section, the student will:	Hours
		Class	D.Lab	P.Lab/ O.B.I.

Service Industry Classifications		8	0	0
	Begin listing individual competencies. Always use bold text for the Competency. To avoid wrapping for that listing, merge the first 2 cells of that particular row as is done with this row.
Service Industry Attributes	Define services and identify the attributes of a service.
	Define intangibility, inseparability, variability, and Perishability
	Describe the service industry classifications
	Identify classification processes
Strategies in Balancing Demand and Capacity		12	0	0
Managing Service Encounters	Identify effective methods of managing services encounters
	Describe methods of targeting customers
	Describe customer behavior models and their variables
	Develop strategies in balancing demand and capacity
	Describe the roll of technology in managing capacity and demand
Developing a Marketing Plan		14	0	0
Customer Relations and	Identify the process of managing customer relationships
The marketing plan	Describe the methods of building loyalty
	Summarize the marketing mix used in creating a service marketing plan
	Develop a marketing plan for a service
Customer Loyalty		8	0	0
Service Industry Management	Identify the management principles
	Describe how the management functions are utilized in a service industry business
	Identify characteristics of leading service organizations
Technology and Trends		8	0	0
Technology and trends in	Identify the use of technology in the service industry
The service industry	Analyze the application of technology to the service industry
	Identify best practices in service industry businesses
	Examine trends in the marketplace affecting the service industry

Suggested Resources

Lovelock, C. & Wirtz, J. Services Marketing: People, Technology, Strategy. New Jersey: Prentice Hall.