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MMM 3503: MARITIME SERVICES MARKETING(PEMASARAN PERKHIDMATAN MARITIM)

LECTRURER :DATIN NORHAYATI HJ. SHARIFF

ENCIK MOHD RIZAL ISMAIL

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KALENDAR AKADEMIK PEMBELAJARAN sEMESTER 1 2012/13(TOPICS & SUB-TOPICS)

1 9 Sept. 2012 15Sept. 2012

Introduction to Maritime Service Marketing

Overview of Maritime Services in Malaysia

Introduction of Services and Marketing

Categories of Services

Comparison between Goods and Services

The importance of services sector inEconomy

Introduction to marketing and servicesmarketing concept and extended maritimeservices marketing

Challenges of servicesIntroduction of the expanded marketing mix for

services and philosophy of customer focusReport writing: individual report on maritime servicessuch as port and shipping services, haulage services

2 16 Sept. 2012 22Sept. 2012 Purchase process for services

-Consumption Values

Functional value

Social value

Emotional value

Epistemic value-Purchase models for services-Gap model for service quality

Quizzes are given after each topic3 23 Sep. 2012 29

Sept. 2012 (Consumer behavior in services)-Consumer choice, needs, information search,experience, evaluation of service alternative-Customer expectation of services

Types of services expectations

Level of expectations

Aktiviti Tarikh Tempoh

Pendaftaran Pelajar Baru danMinggu Suaikenal

2 Sept. 2012 8 Sept. 2012 1 Minggu

Kuliah 9 Sept. 2012 10 Nov. 2012 9 Minggu

Cuti Pertengahan Semester 11 Nov. 2012 17 Nov. 2012 1 Minggu

Kuliah 18 Nov. 2012 22 Dis. 2012 5 Minggu

Cuti Khas 23 Dis. 2012 29 Dis 2012 1 MingguPeperiksaan 30 Dis. 2012 19 Jan. 2013 3 Minggu

Cuti Semester 20 Jan. 2013 16 Feb. 2013 4 Minggu

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Factors influence customer expectation ofservice

Quizzes or group presentation4 30 Sept. 2012 6

Okt. 2012 (People and Distribution)

-Roles of service personnel-Employees Roles in service Delivery-International Marketing Environment-International Marketing Research-International Marketing Plans in maritime industryQuizzes or group presentation

5 7 Okt. 2012 13Okt. 2012 -Principles of Service Quality

-Measuring Service QualityQuizzes or group presentation

6 14 Okt. 2012 - 20Okt. 2012 -(customer perceptions of service)

- Proses Pemberian Perkhidmatan(Delivery and Performing Services Process)-Peranan pelanggan dalam Pemberian Perkhidmatan(Customer roles in service delivery)Quizzes or group presentation

7 21 Okt. 2012 - 27Okt. 2012 (Marketing strategies)

-Developing marketing strategy-The international marketing mix and strategiesTest 1 covers chapters 1 to 5

8 28 Okt. 2012 - 3

Nov. 2012 -Cost Analysis-Cost-Based Pricing-Competition Based Pricing-Demand Based PricingQuizzes or group presentationIndividual Assignment: topic covers from chapter1-8

9 4 Nov. 2012 - 10Nov. 2012

-three key ways that services prices are different-Approaches to pricing services-Pricing strategies that link to the four valuedefinitions-tramp and liner freight rate

-International road haulage rates-Maritime container rates-Inland waterway freight rates-The constituents of freight rates-Factors influencing the level of freight rates.Ratio of liner freight rates to commodity pricesQuizzes or group presentation

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11 Nov. 2012 17 Nov. 2012 Cuti Pertengahan Semester10 18 Nov. 2012 - 25 Nov.

2012 Integrated Services Marketing Communications-5 categories of Str ategies to Match Service

Test 2 covers chapters 6 - 1011 26 Nov. 2012 - 1 Dis.2012 -The profound impact of physical evidence

-Types of servicescape-elements of an affective physical evidence strategyQuizzes or group presentation

12 2 Dis. 2012 8 Dis. 2012

-Competitive marketing strategies-Developing marketing strategy-using the gaps model to assess an organizationsservice strategy

Quizzes or group presentation13 9 Dis. 2012 15 Dis.

2012 (Service Failure and Recovery strategies)

The impact of service failure and recovery

How customers respond to service failures

Customers recovery expectationsService recovery strategiesQuizzes or group presentation

14 16 Dis. 2012 22 Dis.2012 (customer retention)

Beyond customer satisfaction

Compatibility management Customer defections

Relationship marketingQuizzes or group presentation

23 Dis. 2012 29 Dis. 2012 Minggu Ulang kaji/ Cuti Khas

Students Evaluation

Quiz and report writing 5%

Individual Assignment 10% 60 %

Group Presentation 15%Test 1 and 2 30%

Final Examination 40%

Total 100%