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JOHN CABOT UNIVERSITY

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

INSTRUCTOR: Anna Fiorentino
EMAIL: [email protected]
 HOURS: TTH 11:30 AM 12:45 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS: By appointment - please reach out to me via email or after class to schedule time
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:

Understanding service products, markets and customers
Applying the "Ps" of Marketing to Services
Managing the customer interface
Developing customer relationships
Striving for service excellence
LEARNING OUTCOMES:

At the end of the course, students will be able to understand and master concepts and applications of the following:

- Understand Service Customers
- Positioning Services in competitive markets
- Understand service quality and develop Service products and brands 
- Service distribution and pricing
- Service communication
- Crafting the Service environment
- Managing relationships and building loyalty
- Building a world-class service organization
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Services Marketing: People, Technology, StrategyJ. Wirtz, C. Lovelock World Scientific Pub Co Inc978-1944659820     
REQUIRED RESERVED READING:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Instructor's slidesAnna Fiorentino--  

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
1. Class participationActive participation in all class activities and all teamworks (graded and non-graded) with appropriate contributions; in-class questions, observations, reflections, further readings, etc. Responsible and fair contribution to teamwork throughout the class is mandatory. 20%
2. First graded test- in classShort essays: 4 open-ended questions, paper based, answers no longer than 15 lines20%
3. Mid-term exam - in classShort essays: 6 open-ended questions, paper-based, answers no longer than 15 lines 25%
4. Final exam/project: analysis of a case study Final exam: students will be required to solve a case study with pre-determined questions. The expected end products are: 1) a Power point/Pdf presentation of 5-6 pages to be presented in class; 2) a paper (Word document) with fully detailed answers to the case study and the rationale for each answer as it relates to the course (1000-1200 words, font Calibri 12, single-spaced). Responsible and fair contribution to teamwork throughout the class is mandatory. Please note: this assignment will include a peer review where each team member will assess the quality of the contribution of each teammate to the work. The exam (presentation document + presentation in class + paper) will account for 75% of the final grade; the peer review will account for 25% of the final grade. 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 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:

Class attendance is highly recommended as most of the topics are covered in-class with instructor's slides, discussions, exercises.
An 80% participation rate is mandatory.
After 6 unexcused absences, the student will be unable to participate in the final project, losing all the points assigned to the final project.
Responsible and active contribution to group projects is mandatory. A student peer-review, to measure contribution of each team member to group projects might be part of the assessment of group assignments.
In case of an unexcused absence on the day of a graded assignment, the student will lose all the points of the graded assignment, unless absence is excused through a petition to the Dean's Office prior to the assessment day.

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. 
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

PART ONE: UNDERSTANDING SERVICE PRODUCTS, MARKETS, AND CUSTOMERS

Week 1:
Introduction to the course; Why Study Services? The Switch to a Service Economy; Definition of Services

 

Week 2:
Understanding Service Consumers

 

Week 3:
Positioning Services in Competitive Markets

 

PART TWO: APPLYING THE Ps OF MARKETING TO SERVICES

Week 4:

Developing Service Products

First test in class - Sept 26

 

Week 5:

Developing Service Brands
Distributing Services

 

Week 6:
Service Pricing and Revenue Management

 

Week 7:
Service marketing communications

Mid-term exam in class - Oct 17

PART THREE: MANAGING THE CUSTOMER INTERFACE

Week 8:
Designing Service Processes

 

Week 9:
Crafting the service environment

 

Week 10:

Managing people for service advantage

 

PART FOUR: DEVELOPING CUSTOMER RELATIONSHIPS

Week 11:
Managing relationships and building loyalty

 

Week 12:
Complaint handling and service recovery

 

PART FIVE: STRIVING FOR SERVICE EXCELLENCE

Week 13:
Improving service quality and productivity

 

Week 14:
Presentation of final projects - solution to a case study (Presentation + Paper + Peer review)

 

Finals week: Feedback to final exam