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Service Marketing

MARK 412
Closed
MacEwan University
MacEwan University
Edmonton, Alberta, Canada
Tami Ambury
Experiential Learning Facilitator
(256)
4
Timeline
  • September 21, 2021
    Experience start
  • September 22, 2021
    Company Project Pitches
  • October 23, 2021
    Midway check in
  • December 8, 2021
    Experience end
Experience
2/3 project matches
Dates set by experience
Preferred companies
Canada
Social Enterprise, Non profit, Small to medium enterprise
Any industries
Categories
Communications Market research Marketing strategy
Skills
digital marketing sales & marketing business consulting marketing strategy research
Learner goals and capabilities

Students examine the marketing of services in for-profit and non-profit businesses. Students apply service marketing theory to a variety of service-based businesses (e.g. professional services, hospitals, banks, etc.) Topics include customer relationship management, customer satisfaction, service quality, employees’ and customers’ role in service delivery, and the services marketing mix factors.

Working in teams of 5-6 students, our 4th year Marketing students will apply their knowledge of service marketing to a real-life organization with a particular problem/challenge related to the marketing of their services.

Learners
Undergraduate
Any level
30 learners
Project
25 hours per learner
Learners self-assign
Teams of 6
Expected outcomes and deliverables

Students will create a report and hold a virtual presentation, summarizing their findings. Main aspects of their work:

Executive summary:

  • Description of the service(s) and major marketing challenges related to the service(s) (include explicitly what is the service(s) and challenge(s) that your report will focus on)
  • Description of target market (differentiate between current and potential new target markets, if appropriate)

Analysis of service marketing problem

  • Gap(s) description: theory / concepts
  • Application of the chosen concepts / gaps to the organization you are analyzing and identification of major marketing challenges

Recommendations

  • Specific actions recommended in order to close the gap(s)
  • Argumentation about why recommendations are believed to be the most appropriate solution
  • How would you measure the success of your recommended solutions? (marketing metrics)
Project timeline
  • September 21, 2021
    Experience start
  • September 22, 2021
    Company Project Pitches
  • October 23, 2021
    Midway check in
  • December 8, 2021
    Experience end
Project Examples

The aim of this course is to gain experience in applied service marketing, by working on a particular problem / challenge related to the marketing of the services of your company.

An industry project can thus include (but is not limited to) one or more of the following service marketing topics:

  • Service Quality (measuring the perceptions and expectations of customers on the service quality to identify gaps between expectations and perceptions)
  • Service blueprint/service design (analyzing all touch points between service provider and its customers, and providing recommendations for service design)
  • Physical evidence/servicescape (analyzing the physical surroundings and tangible elements in the service delivery, and how those influence customer perceptions)
  • The role of employees and the role of customers in the service delivery
  • Marketing communications for services
Companies must answer the following questions to submit a match request to this experience:

Be available for a quick phone call or virtual meeting with the community learning specialist to initiate your relationship and confirm your scope is an appropriate fit for the course.

Must commit to the meeting dates as laid out.

Provide a dedicated contact who is available to answer periodic emails or phone calls over the duration of the project to address students' questions.