Services Marketing [CRN 29388]

Discipline: Marketing
Instructor: Hoffman
Credits: 3
Day: A
Start: 1700
End: 1820
Field Work: Day 6 | February 13, 2018 | Vietnam
Prerequisites: One (1) upper division general or fundamentals marketing course Download Syllabus

MKT 366 focuses on the marketing of intangibles.  Today, the world economy is dominated by the service sector.  In the U.S., approximately 78% of the labor force, 73% of the GDP, 45% of an average family’s budget, and 32% of exports are accounted for by services.  Yet, many traditional business schools continue to focus on the manufacturing sector of the economy.

Service organizations differ from goods organizations and require their own distinctive approach with regards to the development and execution of marketing strategy.  As a result, the first third of this course focuses on how the marketing of goods differ from the marketing of services.  In addition, the marketing of services adds three new Ps to the traditional 4P marketing mix.  Consequently, this course examines how a firm’s processes, people, and physical environment assist in service marketing.  Finally, both goods and service organizations need to acknowledge the service aspects of their organizations and how service can be used as a source of competitive advantage. In this section of the course, concepts such as customer satisfaction, service quality, service failure and recovery, customer retention and loyalty, and the development of a service culture are examined.

Field Work

Country: Vietnam
Day: 6
Date: February 13, 2018

This field class will feature a day with Mr. Michael Dang, Managing Director of MIK Corporation and President of Anpha Holdings as he discusses and guides us through a variety hospitality properties and issues. The day will begin with a visit to a boutique cafeteria where students can enjoy coffee in a very special style. We will then depart to the Anpha Holdings office were Mr. Dang will personally lead students through a case study of Sol Beach House by Melia International-Phu Quoc Resort. Mr. Dang will also share his experiences with Vietnam’s first Smart City development where 150 smart homes sold out in only 30 minutes. In addition, Mr. Dang will discuss how MICE relates to tourism and the hospitality industry. After the case study, students will explore the Hotels des Art and enjoy lunch in a tradition Vietnamese restaurant serving ancient royal food. After lunch, students will experience the Ben Thanh Market where they can shop for local arts and crafts.

Learning Objectives:
1. Understand how premium hotel servicescapes are planned and developed.
2. Discuss the human relations challenges of attracting, training, and retaining employees.
3. Appreciate how technology is utilized to provide innovative services.
4. Exposure to the general principles of Vietnamese hospitality during the Coffee Shop and Vietnamese-style lunch.
5. Experience the customer/provider interactions in the Ben Thanh Market