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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 302"
COURSE NAME: "Service Marketing"
SEMESTER & YEAR:
Spring 2025
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SYLLABUS
INSTRUCTOR:
Anna Fiorentino
EMAIL: [email protected]
HOURS:
TTH 10:00 AM 11:15 AM
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
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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.
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SUMMARY OF COURSE CONTENT:
Understanding service products, markets and customers
Applying the 7 "Ps" of Marketing to Services
Managing the customer interface
Developing customer relationships
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LEARNING OUTCOMES:
At the end of the course, students will be able to understand and master concepts and applications of the following:
- Understand Service products and customers
- Positioning Services in competitive markets
- Understand service quality and develop service products and brands
- Service pricing
- Service communication
- Crafting the service environment
- Customer satisfaction and lifetime value in services
- Managing relationships and building loyalty
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Services Marketing: People, Technology, Strategy | Jochen Wirtz, Christopher Lovelock | World Scientific Pub Co Inc | 9781944659820 | | | | | |
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REQUIRED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| Instructor's slides | Anna Fiorentino | none | | | |
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| 1. Class participation | Active 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 class | Short essays: 4 open-ended questions, paper based, answers no longer than 15 lines | 20% |
| 3. Mid-term exam - in class | Short 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 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.
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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.
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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.
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SCHEDULE
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PART ONE: UNDERSTANDING SERVICE PRODUCTS, MARKETS, AND CUSTOMERS
Week 1:
Introduction to the course; Key service concepts
Week 2:
Positioning Services in Competitive Markets
Week 3:
Understanding Service Consumers
Week 4:
Developing Service Products and Service Brands
Week 5:
First test in class
Distributing Services
Week 6:
Service Pricing and Revenue Management
Week 7:
Service marketing communications
Week 8:
Designing Service Processes
Week 9:
Crafting the service environment
Mid-term exam
Week 10:
Managing people for service advantage
Week 11:
Managing relationships and building loyalty
Week 12:
Complaint handling and service recovery
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
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