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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 302"
COURSE NAME: "Service Marketing "
SEMESTER & YEAR: Fall 2019
SYLLABUS

INSTRUCTOR: Antonella Salvatore
EMAIL: [email protected]
HOURS: TTH 10:00-11:15 AM
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 human resources management in service industry: HR cyles of failure, mediocrity and success

Analyze service delivery process

Understand how to assess quality and learn how to use the SERVQUAL model

Study communication strategies in service industry



TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
SERVICES MARKETINGLovelock and WirtzWORLD SCIE9781 Eight edition
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Participation 10%
Mid-term examination 25%
Group project 20%
Final examination 35%
Seminars and special lectures 10%

-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 5 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
Topics

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

Service markets research 

Consumers behavior in service context, different types of buying behaviors

How to position services, positioning maps
10 Ps: Service marketing mix

Service development and innovation

Service products: strategy implementation 
Service delivery process

Service demand and productive capacity

Service environment

Human resources management in service marketing

Managing employees and consumers: managing loyalty and relationships. 
Handling complaints 

Quality and productivity in service marketing

Entry strategies: how to sell services in international markets

SERVQUAL model: how to assess quality

Promoting services and educating customers

Service leadership, Creating the service company

Company cases

Company case Fine dining in the sky: class discussion

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

Company case House Concerts: class discussion

Banyan Tree Hotel company case: class discussion

Aussi Pooch Mobile company case: class discussion  
Zappos company case: class discussion. 

Company cases Accellion and Starbucks: class discussion


Exams and projects: Students will work on real company cases