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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 302"
COURSE NAME: "Service Marketing"
SEMESTER & YEAR: Spring 2014
SYLLABUS

INSTRUCTOR: Antonella Salvatore
EMAIL: [email protected]
HOURS: MW 3:00 PM 4:15 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS:

COURSE DESCRIPTION:

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:

This course shows dynamics in assessing consumers and competitive environments in service marketing. The course analyzes the elements of services, the 10 elements of the marketing mix and how service companies implement their marketing strategy.
The course allows students to design a service delivery process and to understand the role that consumers and employees play in the process.
An analysis of consumers' buying behavior and customers' loyalty will demonstrate students how crucial it is for service companies to manage and reduce consumers' perception of risk.
The course gives students the opportunity to analyze capacity and demand in services and how to manage them.


LEARNING OUTCOMES:

Demonstrate the ability to adapt the marketing mix in a service context (10Ps)

Develop the ability to address issues in implementing service strategies

Demonstrate an understanding of basic marketing concept and theories applied to services characteristics

Develop the ability to understand the role of human resources in strategy implementation


TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Service MarketingLovelock, C. and Wirtz, J.Pearson Prentice Hall13 9780136118749     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Participation 10%
Mid term examination 25%
Final group presentation 30%
Final exam 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:

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

Each absence results in 5% subtracted from your participation grade.

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

Introduction to Service Marketing. Differences between goods and services

An overview of the services sector

Service markets research

Consumers behavior in service context

How to position services

Service development and innovation 

Service delivery process

Service products: strategy implementation

Service distribution

The pricing of services 

Service promotion and communication strategies

Service demand and productive capacity

Service environment

Human resources management in service marketing  

Managing service consumers. Managing relationships and building loyalty

Defining and measuring customer satisfaction

Handling complaints

Quality and productivity in service marketing

Service leadership, Creating the service company