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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 302"
COURSE NAME: "Service Marketing"
SEMESTER & YEAR:
Spring 2015
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SYLLABUS
INSTRUCTOR:
Antonella Salvatore
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:
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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.
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SUMMARY OF COURSE CONTENT:
This course shows dynamics in assessing consumers and competitive environments in service marketing.
The course analyzes in detail the service marketing mix and how companies deliver services.
Students will also look at the role of human resources in service delivery process and how companies assess service quality
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LEARNING OUTCOMES:
Develop the ability to address issues in implementing service strategies
Demonstrate an understanding of basic marketing concept and theories applied to services characteristics
Demonstrate the ability to understand the new concept of the marketing mix
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Service Marketing, Seventh edition | Lovelock C., Wirtz J. | Pearson Prentice Hall | 9780136107217 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments |
| Services Marketing | Hoffman, Bateson, Wood, Kenyon | Cengage Learning | 978-1-844808137 | | |
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Participation | Students are expected to attend all scheduled class meetings presented in the course outline. 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 instructor and with the other students, the major emphasis is on the quality of the contribution made and not the quantity. | 10% |
| Mid term exam | | 30% |
| Group presentation | Students will work on a company case | 25% |
| 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.
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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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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 distribution
Service products: strategy implementation
Service promotion and communication strategies
Service demand and productive capacity
Service environment
Human resources management in service marketing
Managing employees
Managing service consumers, manging loyalty and relationships
Quality and productivity in service marketing
Defining and measuring customer satisfaction
Handling complaints
Service leadership, Creating the service company
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