Service Marketing

HERZLIYA INTERDISCIPLINARY CENTER -

ARISSON SCHOOL OF BUSINESS ADMINISTRATION

SERVICES MARKETING –SYLLABUS

1. COURSE INFORMATION

Course no. :351; Semester 1 ,academic year 2010/11

Credit hours: 2

Pre requisites: Introduction to Marketing Management

Lecturer: Professor Arthur Meidan, Ph.D.

Email: rachelme@zahav.net.il Office hours: by request

Instructor: Kathy Ben-Haroush

Email: kbenharoush@yahoo.com Office hours: by request

Tel: 054-8068687

2. COURSE OBJECTIVES

In all the developed countries, well over 60% of the Gross Domestic Product (GDP), is the product of services industries. Even firms involved in product manufacturing, realize now that service is an extremely important part of their offerings. Yet, marketing of services is different from marketing of products , and therefore the issues, problems, tactics and strategies required are different.

This course objectives are to prepare the students to handle the marketing problems facing service organizations , by introducing the methods, techniques and approaches that could enable managers to handle the management of various services firms. The focus of the course is on practical problems , but academic and theoretical tools will be emphasized as well.

3. TEACHING METHOD

The sessions will include a combination of lectures, case studies analysis and discussions, as well as 3 video films with demonstrable problems on services marketing, that will reinforce the course material . Questions and discussion on services marketing related to real life situations , are welcomed for presentation in class.

4. COURSE REQUIREMENTS

* Submission of the 2 course assignments (30%) in teams of up to 3 students . Case study 1 should be submitted at the beginning of session 6; case study 2 , at session 10. Each case study counts 15% of the course grade ....