Service Marketing (MANA130062.01)
Instructor: Lijin(Emma) Qiu &Xiucheng Fan
Classroom:Room624, Siyuan Building, No. 670, Guoshun Road
Schoolof Management, Fudan University
Course Credit:2credits, 3 credit hours*11 weeks (Week 1-11)
Lijin(Emma) Qiu: Room 628, Siyuan Building, School ofManagement
Xiucheng Fan:Room618, Siyuan Building, School of Management
I. Textbook, reading materials and reference materials:
lNotextbook is designated.
1)Service Marketingin Asia II by Christopher H. Lovelock et al., Prentice Hall, 2005
lClass handout, readingmaterials and reference materials: Download the digital copy of the materialsfrom Campus E-learning system (http://elearning.fudan.edu.cn/portal)with your student ID and password.
II. Course Objectives:
This course offers a chance of learning marketing knowledgein the service era from both theory and cases and transferring these ideas toindividual own situation of Fudan undergraduate students majored in marketing.
The course is committed to reach the following goalsgradually and ultimately with the common efforts of the students:
·Introducing the students to key service marketing conceptsand facilitating them to have overviews with a framework of theoreticalknowledge.
·Developing students’ abilities of studying fast-movingmarketing situations, in particular, China as an immature market and anemerging market in service industry as well.
·Enhancing students’ skills in thinking and decision-makingwith service marketing perspectives and insights in the complex service environment.
III. Course Requirements:
Achieving the course objectives heavily relies on theconsensus among all participants that everyone should contribute hisenthusiasm, cooperation, hard work, time and wisdom to the success.
The lectures to build up the fundamental framework of servicemarketing are offered by the instructor. Simultaneously the feedback from the studentis essential to the effectiveness. The instructor can not be expected more thanguiding and organizing communication besides lecturing, as well as summarizingthe discussion at the end of each class. However, no “one right answer” will besuggested to some certain situation.
Communication, such as question raising, answering,commenting, discussing, and debating is a utmost way of learning in the class.
Furthermore, group communication and collaboration inthe case preparation and team project is not only the skill called on by allmanagement functions but also the determinant to the accomplishment of students in this course.
IV. Grading Policy:
The students will be evaluated in accordance with thefollowing categories:
lClass contribution and Attendance10%
lIndividual Exercise: Service Journal10%
lGroup Case-study (2 cases)30%*
lGroup Term Project20%*
*Due to the joint work ingroup case-study and term project, the same grade for such assignment goes toall members of the same group. Students can identify their insights and effortsthrough all the other occasions.
V. Term Project
Each group needs to develop, analyze and present aterm project before the final examination. The following steps of projectdevelopment are recommended:
lThe topic of the termproject is New Product Development in Service Context. Carefully choose theresearch object. It could be a totally new-to-the-world service product whichyou want to introduce into Chinese market, or it is an incremental new productfor a real and live brand/company inChina.
lDraft a research plan forthe project, describing the topic, research objectives, questions, procedure,approach, allotment of work, and possible difficulties. The plan is set up bythe 3rd class.
lCarry out the plan,continuously discussing and reviewing every process of the project in thegroup. Referring to the instructor is welcomed.
lDraft and revise thereport, using complementary and in-depth research.
lFinalize the report andprepare the group presentation of the project.
VI. Course Structure:
Section1:Service Nature and its Implication
1.Nature of service industry
2.Definition of service and service marketing
3.Core concepts in service marketing
4.Business implicationof service marketing
5.Implication of servicejournal
6.Implication of serviceblueprinting
7.Group Case I presentation
Section3:Service Marketing Communication
1.The role of communication in service marketing
2.Communication Challenges and opportunities in service
3.Branding of Communication
Section4:Demand Management and RevenueManagement
1.Pricing policy in servicemarketing
2.Time is a critical issue in service
5.Revenue and service productivity.
6.Group Case II presentation
Section 5:Advanced Issues of Service Marketing
1. Relationship marketing and CRM
2. Customer involvement and value co-creation
Section 6:Group Term Project Presentation
Section 7: Final Examination
VII.Timetable (To Be Developed after the Announcement of the 2017-2018 Academic Calendar)