Course Description

Course Name

Services Marketing

Session: VSOS3221

Hours & Credits

3 Credits

Prerequisites & Language Level

Taught In English

  • There is no language prerequisite for courses at this language level.


Course Background and Objectives
Services are becoming the dominant economic driver in global economy, notably in developed countries and are critical for competitive advantage in companies from all industrial sectors. Superior service drives the competitive advantage of leading companies like Charles Schwab, Ritz-Carlton Hotels, and FedEx. Even for companies not considered traditional service companies, services represent their primary growth and profitability strategies into the 21st century. For example, IBM and GE, two companies that gained prominence due to their product offerings, now generate approximately 40% of revenues and over 60% of current profits respectively from services.

The purpose of this course is to introduce you to services marketing as a separate and distinct area of marketing thought and practice and help you to understand its powerful influence in competitive markets. During this course we focus our attention on three main services marketing areas, the service customer, the service company and the integration of marketing, human resources and operations within the service system. All course activities are intended to help you become proficient in analyzing and judging the merits of services marketing strategies and assist you in making strategic decisions in both business and consumer services industries. Throughout the course an emphasis is placed on marketing's role within the total organization.

The course objectives aim to help you:

  • Gain knowledge of the unique aspects and challenges inherent in marketing and managing the delivery of services or other intangible offerings.
  • Develop the ability to think critically and strategically about opportunities and issues that emerge in service industries and to confidently apply services marketing concepts and frameworks to formulate valuable solutions.
  • Discover the critical success factors in both business and consumer markets, based upon evidence from course readings, discussions and views of guest speakers.
  • Become more sensitive to the importance of integrating marketing, operations and human resource management for an effective service system.

An underlying assumption of this course is that students learn best and retain the most through active participation in the learning process. Therefore, classroom sessions will consist of a mixture of short lectures, student discussions of assigned materials, case discussions, team presentations, and active learning exercises. We will also have several service practitioners/experts sharing their insights with our class.

There would be 1 guest speaker who will present in Korean. If you feel uncomfortable with it, you don?t have to get registered in this course.


Course Material
Main text book: Lovelock and Wirtz (2011), Services Marketing, 7th ed., Prentice Hall
Sub: Youjae Yi (2008), Services Marketing, 3rd ed., Hakhyun-sa (in Korean)

*Course content subject to change