Numbering Code		Year/Term	2022 ・ Second semester
Number of Credits	2	Course Type
Target Year		Target Student
Language	English	Day/Period	Thu.3・4 every 2 weeks
Instructor name	HAN, Hyun Jeong (Graduate School of Management Associate Professor)
Outline and Purpose of the Course	Service industry has become the dominant economic driver in the global economy and service marketing is critical for companies to take a competitive advantage in the fierce business environment. Service marketing has been recognized that the unique characteristics of services required different strategies compared with the marketing of physical goods. The purpose of this course is to provide clear understanding the basic cocepts of service marketing and to prepare students for building professional skills with various case studies from different service sectors.
Course Goals	The following learning goals and objectives will be achieved by the completion of the course: - Understand the core contribution of service marketing to the business enterprise - Define the value of customer experience and describe major bases for segmenting customer and business market - Describe the major types of service delivery systems and identify how the firms making strategy and marketing mix must evolve in the systems - Identify the roles of marketing communications and discuss integrated marketing communications approach to the promotional mix
Schedule and Contents	Week 1. Introduction to service marketing Reading materials The Four Things a Service Business must get right 5 questions to consider when pricing smart products Week 2. Focus on the customer Reading Population services international: The social marketing project in Bangladesh Creating customer value Does your company really need a Chatbot Week 3. Evaluating business and customers Reading Maru batting center Maria’s Ristorante Why smart companies are giving customers more data Week 4. Understanding service delivery systems Reading Why Google fiber is High-Speed Internet’s most successful failure How smart speakers are poised to reinvent the travel industry Korea telecom: Building a GiGAtopia Week 5. New service design and development Reading IDEO: Human-Centered service design Voice war: Hey Google vs. Alexa vs. Siri American Well: The Doctor Will E-See You Now Sky Airline: Business model transformation and future challenges Designing Smart-Home products that people will actually use Week 6. Integrated service marketing communications Reading Mini Law school Bollywood and social media marketing Week 7. Pricing of services Complaint handling and service recovery Building a world-class service organization Reading Avari Lahore Ramada Renaissance Hotel: Pricing hotel rooms 5 Questions to consider when pricing smart products We are so sorry: Sedang prestige resort Pediatric orthopedic clinic at the children’s hospital of Western Ontario
Evaluation Methods and Policy	Evaluation on performance: Class participation 30 % + Case analysis 30% + Final exam 40 %
Course Requirements	Basic knowledge about marketing management is preferred
Study outside of Class (preparation and review)	Students are required to read book chapters and case studies before coming for classes.
Textbooks	Textbooks/References	Service Marketing, Jochen Wirtz & Christopher Lovelock, (World Scientific Publishing), ISBN:9781944659011
References, etc.	Valerie Zetithmal, Mary Jo Bitner and, Dwayne Gremler (2012). Services Marketing (6th Edition). McGraw-Hill Education.