Services Marketing

Discipline: Semester at Sea Seminars
Instructor: Lancaster
Credits: 3
Day: B
Start: 1250
End: 1405
Field Work: Day 6 | China Download Syllabus

Few services trends are as significant as the globalization of the services economy. Global expansion has required service organizations to familiarize themselves with the many cultural differences that might affect their global operations. Factors such as the major religions in a country, the political parties who exert influence or control in the country as well as the amount and types of resources that are available influence the type of and level of development of the service economy in a country. This course gives students a theoretical and practical understanding of services marketing and e-marketing by commercial, as well as non-profit organizations. It presents concepts and frameworks necessary for understanding the nature of service organizations’ marketing activities and how those activities differ from one country to another. Emphasis is placed on developing an understanding of the decisions marketing managers have to make, the tools available to assist them in making those decisions, and how these tools can be applied to the solution of marketing problems faced by service organizations.



Field Work

Country: China
Day: 6

Hong Kong is all about business.  Services make up over 90 percent of its GDP; the main components of these services are civil aviation, shipping, travel and tourism, trade-related services, and financial and banking services.  This field laboratory provides an opportunity to observe, first hand, a sampling of this dynamic services economy.

After leaving the ship, we will observe selected service setting characteristics of Ocean Terminal before proceeding to the Kowloon Airport Express Station.  There we will be met by station managers for MTR, who will give us a facilities tour.  Our next stop will be Cathay Pacific City, where we will have lunch and spend the afternoon visiting Cathay Pacific’s world headquarters and training facilities.
Academic Objectives: Over the course of the day in Hong Kong, participants will have an opportunity to meet and interact with MTR and Cathay Pacific executives, who will share their insights regarding the strategic importance of a service organization’s physical setting. Students will learn from these executives how:
  • they ensure the setting performs well operationally and symbolically;
  • the physical environment impacts the service workers;
  • the setting establishes a competitive advantage;
  • the setting facilitates the service delivery process;
  • the setting appeals to new or different target audiences.