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Media & Strategy · MS elective · 3 credit hours · 16 sessions

Services Marketing

You can drop a product on your foot, but you cannot drop a service. This course addresses the unique challenges of marketing intangible assets—banking, hospitality, healthcare, and consultancy. Students will move beyond the traditional 4 Ps to master the “7 Ps” of Services Marketing, focusing heavily on People, Process, and Physical Evidence to manage customer expectations and close the “Service Quality Gap.”

§ 01 By the end you can
  1. Differentiate between Goods and Services (Intangibility, Inseparability, Perishability, Variability)
  2. Master the extended Marketing Mix: People, Process, and Physical Evidence
  3. Analyze the "Gaps Model of Service Quality" to identify failure points
  4. Design "Service Blueprints" to map the customer interaction flow
  5. Develop strategies for Service Recovery and Complaint Management
§ 02 Sixteen sessions

The whole semester.

  1. 01The Service Economy: Growth & Importance
  2. 02The 4 I's of Services: Unique Characteristics
  3. 03The Extended Mix: People, Process, Physical Evidence
  4. 04Consumer Behavior in Services: Search vs. Experience
  5. 05Service Quality: The SERVQUAL Model
  6. 06The Gaps Model: Closing the Customer Gap
  7. 07Listening to the Customer: Feedback Loops
  8. 08 · MidtermMidterm Examination
  9. 09Service Blueprinting: Mapping the Journey
  10. 10Managing "Physical Evidence" (Servicescapes)
  11. 11Managing "People": The Frontline Staff
  12. 12Managing "Process": Efficiency vs. Personalization
  13. 13Demand & Capacity Management (Yield Management)
  14. 14Pricing Strategies for Services
  15. 15Service Recovery: Turning Failures into Loyalty
  16. 16Final Project: The Service Audit & Blueprint

Midterm around session 8. Final project briefed at session 8 or 9 and developed in stages until the juries.

§ 03 Final project

Final Project: The Service Audit & Blueprint

How it’s judged

Recommended reading
  1. Services Marketing: People, Technology, Strategy by Jochen Wirtz and Christopher Lovelock
  2. Services Marketing: Integrating Customer Focus Across the Firm by Valarie Zeithaml
  3. Service Design: From Insight to Implementation by Andy Polaine
  4. The Service Culture Handbook by Jeff Toister
  5. Be Our Guest (Disney Institute) by Theodore Kinni
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