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Pemasaran Perkhimadtan
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... Examination: 30% : Peperiksaan Pertengahan Semester / Mid-Term Examination: ... in the Bank/Finance industry. in the Hotel industry. in the Airline industry ... – PowerPoint PPT presentation
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Title: Pemasaran Perkhimadtan
1
Universiti Putra MalaysiaPusat Pendidikan Luar
/ Fakulti Ekonomi dan Pengurusan
- Pemasaran Perkhimadtan
- Services Marketing
- MGM 4204
- (Semester Kedua 2004-2005)
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Pensyarah
- Dr. Wong, Kong-Yew
- Bilik A222 FEP
- Tel 8946 7694
- E-mail kywong_at_econ.upm.edu.my
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Course Objectives
- 1.      To introduce the concepts of services
- 2.      To demonstrate to the student with
regard to the differences in services context - 3.      To bring the awareness in identification
of service products, consumers, and markets - 4.      To increase students ability in
applying services concepts in business practices - 5.      To form the basis for managing the
service delivery process and implementing
services marketing
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Synopsis
- This services marketing course provides a
comprehensive understanding of services marketing
issues, concepts, practice and strategy. It
reflects the challenges facing services managers.
The course introduces several models and
classification frameworks as organizing
guidelines that help in identifying the specific
needs of services customers. Customer behavior,
expectations and perception on services are also
discussed as to form the basis for understanding
services marketing that help in developing
appropriate services marketing strategy and
implementing services marketing.
5
Rujukan Utama / Essential Reading
- Nota Kursus MGM 4204 (Unit 1-13/13), Shari Idris,
Pendidikan Jarak Jauh, UPM, 2002 - Christopher Lovelock and Jochen Wirtz (2004)
Services Marketing, 5th Edition, Prentice Hall
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Grading
- 40 Peperiksaan Akhir / Final Examination
- 30 Peperiksaan Pertengahan Semester / Mid-Term
Examination - 20 Kertas Projek / Project paper
- 10 Pembentangan / Presentation
- ( in Microsoft Power Point to be send to
Lecturer)
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Exams
- Mid-Term Examination
- Topic Covered Topic 1 to 7
- Questions structure Short structured questions
and essays - Date As scheduled
- Â Duration 2 Hours
- Final Examination
- Topic Covered Comprehensive (Topic 1 and, 8 to
13) - Questions structure Short structured questions
and essays - Date As scheduled
- Duration 3 Hours
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Project Paper
- Team A team of four or five
- Topic To be propose by students and approved by
lecturer - Team leaders from each team are responsible to
submit at least three topics after consultation
with the tutor for approval by the lecturer. A
brief (not more than 150 words each topic) but
clearly describing the objectives of each topic
should be included in the proposal. The words
content of project paper should not be more than
5000 words (excluding diagrams and figures).
Students may use one of the course objectives
above as a guide in their topic searching
process. - Due Date(s) Proposal for topic 16th January
2005 - Submission of project paper 13th March 2005
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Presentation
- The same team is required to present the project
paper in Microsoft Power Point format to the
lecturer. The slides should be brief and use of
animation only when appropriate. - Due date 20th March 2005
10
General guidelines
- Ø     Nota Kursus is the main source of
reference to prepare for examinations. - Ø     Text book is a good source for examples
and more elaborated explanations - Ø     The exam questions (especially essay
questions) designed to test students
understanding and ability to elaborate on the
subject matter.
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Suggested Topics for MGM4204
- Ø     Perishability is very important in the
airline industry unsold seats are gone forever,
and too many unsold seats mean large losses. With
computerized ticketing, airlines can easily use
pricing to deal with perishability and variations
in demand. What are airlines doing to their
prices as the seats get close to perishing? Why
? What would you recommend as a pricing strategy
to increase total revenue? - Â
- Ø     Perishability is very important in the
hotel industry unoccupied rooms are gone
forever, and too many unoccupied rooms mean large
losses. With computerized booking, hotels can
easily use pricing to deal with perishability and
variations in demand. What are hotels doing to
their prices as the seats get close to
perishing? Why? What would you recommend as a
pricing strategy to increase total revenue? - Â
- Â
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Suggested Topics for MGM4204
- As a team of consultants, develop a formal report
to suggest how you would advise your client to
use services as a strategy to build customer
loyalty. - Your client is considering using Web site as
part of its daily business transactions and
communications with its customers. Inform your
client who do you think will make use of the Web
site and what aspect should take into
considerations while designing the Web site? - in the Bank/Finance industry
- in the Hotel industry
- in the Airline industry
- or any other related industry
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- Thank You
- Have a Safe Journey Home!
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