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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 302"
COURSE NAME: "Service Marketing"
SEMESTER & YEAR: Spring 2024
SYLLABUS

INSTRUCTOR: Paolo Cellini
EMAIL: [email protected]
 HOURS: MW 4:30 PM 5:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: by appointment
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:

 

Service industries dominate advanced economies. Services Marketing examines the differences between the marketing of goods and services and extends the traditional strategic marketing mix to include additional elements appropriate to the distinct features of services. Other topics include internal marketing, managing evidence, relationship marketing, services and globalisation, quality service delivery and measurement and service customisation. Independently and collaboratively, students engage in Services Marketing inquiry and research developing valued problem solving and decision making attributes.The role of service, its design and implementation is examined in the context of customer value creation. This course focuses on the key elements (culture, communications, strategy, operations, people and technology), that marketers must integrate to establish and sustain service excellence and provide customer value. A focus on the marketing mix for services, service encounter, human factor and service quality extends service as part of marketing beyond the realm of traditional service industries.
LEARNING OUTCOMES:

On successful completion of this course, students will be able to:

  1. Understand and explain the nature and scope of services marketing and present about this in a professional and engaging manner;
  2. Use critical analysis to perceive service shortcomings with reference to ingredients to create service excellence;
  3. Provide a theoretical and practical basis for assessing service performance using company examples and report on this in a professional, logical and coherent way;
  4. Identify and discuss characteristics and challenges of managing service firms in the modern world including cultural implications;
  5. Discuss key linkages between marketing and other business functions in the context of designing and operating an effective service system.
  6. Work effectively and efficiently in a team addressing services marketing topics.
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Services MarketingWirtz LovelockWorld Scientific Publishing 131944659013     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Attendance (5%) Participation (10%) Marketing exam (30%) Marketing Test (20%) Final project (35%)  
 Assessment Method Course Requirements Total Attendance (5%) Participation (10%) Marketing exam (30%) Marketing Test (20%) Final project (35%) Total Points 100 Attendance: worth 5 percent Students are expected to attend all scheduled class meetings presented in the course outline. Absences, arriving late or leaving early, will reduce your attendance grade. Absences Students are expected to attend all class meetings in person. All students have one “free absence” in the summer session for personal reasons. Professors can’t ask for, receive, or consider students’ medical documentation. More than one absence (excused and unexcused) in the summer may result in up to 10 percent being subtracted from your final grade. Students seeking an exemption from this attendance policy must submit an online petition to the Academic Dean’s Office. Participation: worth 10 percent Since success in the marketing field requires a high level of interpersonal skills, grading, to a greater extent that in other classes, will be based on active class participation, interaction with the professor and with the other students. Students are expected to read the assigned company cases. Grades will be determined by the student’s contribution, interaction, and critical thinking. Constructive class participation is expected. Unconstructive participation will be discouraged. Participation grade • (90-100%): Consistent, high-level involvement in class discussions demonstrated through asking questions, answering questions, offering original comments, and providing evidence of analytical skills and critical thinking. • (80-89%): Consistent contributions to class discussions primarily through asking questions or answering questions. Some questions or comments consolidate the general theme under discussion. • (70-79%): Periodic contributions to class discussion. Answers questions or offers commentary only occasionally. Needs to be called upon to participate. • (<70%): Passive member of audience. Very few and trivial comments and questions during class. When called on, fails to demonstrate adequate knowledge of the issue raised in the question. 
  100

-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 course.
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 ____________
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

Introduction to Services Marketing                                                                            Demand and  capacity management 

Consumer Behaviour in Services Marketing                                                               Service  environment 

Positioning Services                                                                                                   Service  people management

Developing new services                                                                                          Post purchase  management  and  recovery

Business models                                                                                                       Services  quality

Services Distribution in different  channels                                                              Services Leadership and  change management 

Pricing 

Designing services  processes