1. NAME OF COURSE  / MODULE SERVICES MARKETING
2. COURSE CODE MCD2023
3. NAME(S) OF ACADEMIC STAFF  
4. RATIONALE FOR THE INCLUSION OF THE COURSE/MODULE IN THE PROGRAMME The course will provide students with an understanding and knowledge of the services marketing, assessing and improving service delivery.
5. SEMESTER & YEAR OFFERED Semester 4 / Year 2
6. TOTAL STUDENT LEARNING TIME (SLT) Face to face:

L T P O
28 26 5

L=lecture ; T=Tutorial; P=Practical; O=Others (Exam)

Total Guided and Independent Learning:

120
7. CREDIT VALUE 120/40 = 3.00 (3 credit); 2+2
8. PREREQUISITE (IF ANY) NIL
9. OBJECTIVES This course aims to provide students with a systematic understanding of knowledge relating to marketing and managing services and how services differ from the marketing and other sectors of the economy.
10. LEARNING OUTCOMES At the end of the course, learners will be able to:

1.     Analyse the services environment prior to the development of service blueprint (LO2- P2).

2.     Investigate problems arise from the chosen service provider (LO3- CTPS3, C4)

3.     Propose service blueprint based on their investigation (LO6-EM3, A2)

11. TRANSFERABLE SKILLS Transferable skills: Student should be able to develop a good understanding of background of services marketing, necessary tools and decision making process skills through a process of lectures, tutorial and group assignment.
12. TEACHING-LEARNING AND ASSESSMENT STRATEGY Teaching-learning strategy:

·         The course will be taught through a combination of formal lectures, exercise, group work, using authentic materials, informal activities and various textbooks. Collaborative teamwork will be fosters throughout the course. The use of examination and internal reporting assessment will assess the student’s ability to apply theoretical concept in context.

Assessment strategy:

  • Formative
  • Summative
13. SYNOPSIS This course is an intermediate course of marketing subject.  It exposed the students to understanding the services environment, the services deliveries, issues and challenges.
14. MODE OF DELIVERY Lectures, tutorials and online learning
15. ASSESSMENT METHODS AND TYPES
Component %
Continuous Assessment 50
Final examination 50
Total 100
16. CONTENT OUTLINE OF THE COURSE/MODULE AND SLT PER TOPIC
Topic Lecture Tutorial Test/Quiz/Exam Assignment Library search Self-study Total
Introduction to Services Marketing 2 2 3 7
Consumer Behaviour in Service Context 2 2 3 7
Strategies in Service Marketing 2 2 3 7
Applying the 4Ps to Services 6 6 8 20
Designing and Managing Services Process 4 4 8 16
Crafting the Service Environment 4 2 3 9
Managing People for Service Advantage from Islamic Perspective 4 4 6 14
Managing Relationship and Building Loyalty 2 2 3 7
Complaint Handling and Service Recovery 2 2 3 7
Continuous Test/Quiz/Assessment 2 6 6 14
Final Exam 3 9 12
Total 28 26 5 6 6 49 120
17. REFERENCES Main reference:

1.     Lovelock C, Wirtz J. and Chew, P. 2012. Essentials of Services Marketing: Pearson Education

Additional references:

1.     Zeithaml V.A., Bitner M.J and Gremler D.D. 2013. Services Marketing: Integrating Customer Focus Across the Firm. 6th ed. McGraw-Hill International Edition.

2.     Mohd. Salleh, A.H., Mohd. Ariffin, A.A, Poon, J.M, and Aman, A. 2009. Services Management and Marketing – Studies in Malaysia. UKM-Graduate School of Business

3.     Hoffman K.D. and Bateson J.E.G.2008. Services Marketing: Concepts, Strategies and Cases. 3rd ed. Thomson South Western.