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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 302"
COURSE NAME: "Service Marketing "
SEMESTER & YEAR: Fall 2017
SYLLABUS

INSTRUCTOR: Antonella Salvatore
EMAIL: [email protected]
HOURS: MW 3:00-4:15 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS:

COURSE DESCRIPTION:
This course offers key insights into the rapidly growing service sector industry. The course is challenging and requires students to apply their knowledge and skills for the effective management of service design and delivery.  Central issues addressed in the course include identifying differences between service and product marketing; understanding how customers assess service quality/ satisfaction; applying the GAPS model to assess service failure;  understanding of the theory of relationship marketing and using related tools and techniques for keeping customers and encouraging loyalty.
SUMMARY OF COURSE CONTENT:
This course shows dynamics in assessing consumers and competitive environments in service marketing. The course analyses in detail the service marketing mix and explore how to implement a marketing strategy in service industry. The course allows students to understand the crucial role that human resources (internal and external) play in a service company. The course analyzes the difficulties of managing demand and capacity in a service company. Students will also learn how to develop a service delivery process and how to identify fail points in the delivery process. Students will then assess quality in service companies using the Servqual model
LEARNING OUTCOMES:

Demonstrate the ability to apply the 4 Ps to service marketing and understand how the marketing mix varies in services industry

Develop the ability to address issues in implementing service strategies

Demonstrate an understanding of basic marketing concept and theories applied to services characteristics



Understand the role of human resources in services

Analyze a service delivery process



TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Services MarketingLovelock and WirtzPearsonISBN13 9780273756064  
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Participation 10%
Mid-term examination 30%
Group project 25%
Final examination 35%

-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the cour
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.

-ATTENDANCE REQUIREMENTS:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY

You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed. The final exam period runs until ____________

Constructive class participation is expected. Unconstructive participation will be discouraged.

The class participation grade will reflect your preparation, attendance, quality and frequency of participation

More than three absences may result in up to 10 percent being subtracted from your final grade, and you may be asked to withdraw from the class.



ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.

SCHEDULE

Syllabus

Aug 28 Introduction to Service Marketing: an overview of the services sector. Differences between goods and services

August 30 Why Service Marketing? Company case Dental office: class discussion

Sep 4 Service markets research. Company case Fine dining in the sky: class discussion

Sept 6 Consumers behavior in service context, different types of buying behaviors

Sept 11 How to position services, positioning maps

Sept 13 Service development and innovation

Sept 18 Service delivery process, service distribution

Sept 20 Service products: strategy implementation

Sept 22 MAKE-UP DAY

Sept 25 Company case Capsule Hotels: class discussion. Company case Giordano: class discussion

Sept 27 Service demand and productive capacity. Company case House Concerts: class discussion

Oct 2 Mid-term review

Oct 4: Mid-term exam (30%of your final grade)

Oct 9 Service environment

Oct 11 Human resources management in service marketing

Oct 16 Managing employees and consumers: managing loyalty and relationships. Handling complaints Banyan Tree Hotel company case: class discussion

Oct 18 group project: you work in class

Oct 23 Aussi Pooch Mobile company case: class discussion  Zappos company case: class discussion. Quality and productivity in service marketing

Oct 25 Entry strategies: how to sell services in international markets

Oct 30 Entry strategies: how to sell services in international markets

Nov 6 group project: you work in class

Nov 8 group project: class presentation (25% of your final grade)

Nov 13 SERVQUAL model: how to assess quality

Nov 15 Guest speaker in class: Roberto Ricci, Busrapido.com

Nov 20 Promoting services and educating customers

Nov 22 Company cases Accellion and Starbucks: class discussion

Nov 27 Service leadership, Creating the service company

Nov 29 Final review

Final exams Dec 4-7 (35% of your final grade)