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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 302"
COURSE NAME: "Service Marketing"
SEMESTER & YEAR: Spring Semester 2012
SYLLABUS

INSTRUCTOR: Salvatore Antonella
EMAIL: [email protected]
HOURS: TTH 17:30-18:45
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS:

COURSE DESCRIPTION:

Course Aims

This course is designed to give students a complete understanding of the mechanisms regulating service marketing. The course explains the nature of services and it revisits the classical marketing mix-product, place, promotion, price- applying the 4ps to service products

The course investigates the issues and challenges in implementing service strategies, and it analyses the relationship between service marketers and customers

As part of the course, students have to accomplish one group project and they are requested to propose an original business idea and to design a service marketing strategy for the short-term and long-term growth of the business. 

SUMMARY OF COURSE CONTENT:

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


LEARNING OUTCOMES:

Learning Outcomes

Demonstrate an understanding of bsic marketing concept and theoris applied to services characteristics.

Demonstrate the ability to apply the 4 Ps to service marketing

Develop the ability to address issues in implementing service strategies

TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Service MarketingLovelock, C. , Wirtz, J. 13 9780136118749     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
NONE

-ASSESSMENT CRITERIA:

Assessment Guidelines for assigning main letter grades: A, B, C,D, and F.

A:  Work of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensiveknowledge 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.

B:  This 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.

C:  This is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.

D:  This 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.

F: This 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/Participation:  

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

More than three absences may results 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

Understing service products and service markets

Introduction to Service Marketing

Consumers behaviour in  service context

How to position services

The 4 Ps of marketing applied to services

Service products: strategy implementation

Service distribution 

Service pricing

Service promotion and communication strategies

Managing customers

Service processes

Service demand and productive capacity

Service environment

Human Resources Management in service marketing

Strategy implementation

Managing relationships

Quality and productivity in service marketing

Service Leadership

March 1st: Mid Term exam

19-23 March: Spring Vacation

April 28 - May 4: Final exam, date to be confirmed