SERVICE MARKETING(KAC)

Discussion on the differences between the marketing of products and services; characteristics of services segmentation, positioning, and target market selection for service markets planning and developing of the services marketing mix. Prerequisite: Principles of marketing

By the semester's end, students should be able to: - To provide students with an understanding of the distinctive nature of services and the challenges involved in marketing them. - To expose students to current marketing and management theories in services marketing. - To enable students to recognize the different components of the services marketing mix, including the 7 Ps. - To cultivate a customer service mindset in students, enabling them to become critical consumers and effective managers in the services market. - To equip students with innovation and insight frameworks, enabling them to analyze critical success factors in service businesses and develop sustainable and effective marketing strategies.

Participation Active participation and engagement are crucial to the success of this class. As such, students are expected to actively contribute to in-class activities, discussions, and group work. The course facilitator will evaluate each student's level of participation throughout the semester, which will be reflected in their final grade. Major Examination Please take note of the exam dates indicated on this syllabus as no make-up exams will be given, except in the following circumstances: 1) if you experience a medical emergency that requires the attention of a medical professional; 2) if there is a death in your immediate family; or 3) if you have a severe illness that requires a visit to a doctor. In these cases, you must inform me before the exam or as soon as possible and provide appropriate documentation. Remember that electronic devices, including translation dictionaries, are prohibited during exams. If you need a dictionary, one will be provided for you. This class encourages academic integrity and compliance with the exam policies is expected. Academic Integrity Academic dishonesty, including cheating and plagiarism, is prohibited in this course and will result in an "F" grade. Cheating includes giving or receiving unauthorized assistance during an examination, accessing unauthorized information about an examination before it is administered, using inappropriate sources of information during an examination, changing answers after an examination has been submitted, and misrepresenting facts to obtain exemptions from course requirements. The faculty in charge enforces a strict code of conduct on academic honesty and integrity.

Prerequisites for enrollment in this class include a fundamental level of English communication skills and proficiency in digital literacy. Given the student-centered nature of the course, active participation in class activities and discussions is strongly encouraged.

Develop students' awareness and appreciation of the ties between marketing, human resources, operations, and information technology. Prepare students to become influential executives in the services market, equipped with the knowledge and skills necessary to navigate this rapidly evolving industry and make a meaningful impact.