Course Outline (Jan to May 2015)

Semester: 4th Year

Course code and title: Exploring service design, and entrepreneurial marketing
Course instructor: Haris Hassan
Course Description:
The course will touch upon essential service-development and marketing concepts while
providing insights into real-life applications of the disciplines. An emphasis will be kept on
encouraging students to think like balanced / enlightened professionals as opposed to jaded
marketers.
Course Objectives:
Familiarize students with basic marketing concepts, industry terms, and entrepreneurial practices.
Learning Outcomes:
Adopting a value-creation approach to product-development
Discuss and learn about service design
Think objectively about marketing as a corporate function

Think objectively about pricing, distribution channels, and promotional mix

Understand principles of marketing communication

Develop ability to present / justify marketing plans

Teaching Methodology:
Lectures, Presentations, and (where possible) interaction with practicing industry professionals
Evaluation Criteria/ Grading Parameters:
Evaluation will be based on proof of the following:
Clear understanding of the principles discussed in class
Creativity - displayed as a frequent (not whimsical) challenging of generally accepted
practices. Originality will be expected and appreciated.
Civility a consistent adherence to best practices in exam-taking, general conduct and
group behavior
Practicality the course is meant to help prepare students for professional lives, while
appreciating the wisdom (or lack thereof) of current practices. A clear demonstration of
practical intent will be appreciated.
Reading and Resource List:
Articles / reading material will be emailed (or made available via alternative means) to students
prior to the class

Session Plan
Semester: 4th Year
Course code and title: Introduction to Value Creation, Service Design and Marketing
Course instructor: Haris Hassan
Session 1: Introductory session
Session 2: Business interests, the economy, and the consumer
Session 3: Marketing introduction, general definitions
Session 4: Creating value - Entrepreneurship introduction and discussion
Session 5: Problem-solving: case discussions
Session 6: Pricing your products / services
Session 7: Advertising reaching the right audiences
Session 8: The media: definitions and discussions
Session 9: Digital advertising
Session 10: Building your service individual assignment and discussion
Session 11: Presenting service ideas
Session 12: Presenting service ideas
Session 13: Presenting service ideas
Session 14: Department-wide services expo
Session 15: Conclusion feedback session
Type
Project
Final exam
Total

Marks
50
50
100