Giordano

The Hong Kong University of Science and Technology

Fall 2005

Mark 530 Services Marketing

Professor Gerald Gorn (mkgorn@ust.hk)

RM. 4365 (tel: 2358-7693)

Background

In most advanced industrial economies 65% to 75% of the workforce works in the service sector. In Hong Kong, it is 85%. In addition, as the result of major changes in technology and regulation, many service industries such as telecommunications and financial services have undergone significant changes. In such industries, competition has increased for many firms, and is often now world-wide. Thus the marketing decisions made by firms in the services sector have a major impact, not only on the success or failure of the firms, but on the functioning of national and international economies.

Course Objectives:

The purpose of this course is to provide students with an understanding of selected topics in the marketing of services. The course emphasizes the management of the customer in a service firm. Topics covered include service models, customer expectations, behavior and satisfaction, and customer lifetime value.

Specific course objectives are:

* Gaining an understanding of key marketing concepts in the context of service firms

* Developing decision-making skills by applying these concepts to real- life problems

Grading

Group Project:

Oral Presentation 10 points

Written Report 40 points

Class participation 50 points

Course Materials:

The book for this course is Services Marketing, by Zeithaml and Bitner, McGraw-Hill, 4th edition, 2006. This book will provide background material for the concepts discussed in class and will be useful in writing up the group project. The assigned cases that are not in the text will be available from the MBA Office; Euro Disney, Brand...