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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 302"
COURSE NAME: "Service Marketing"
SEMESTER & YEAR: Fall 2015
SYLLABUS

INSTRUCTOR: Antonella Salvatore
EMAIL: [email protected]
HOURS: MW 8:30AM 9:45AM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS: 3
PREREQUISITES: Prerequisite: MKT 301
OFFICE HOURS:

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:
This course shows dynamics in assessing consumers and competitive environments in service marketing. The course analyses in detail the service marketing mix and explore how to implement a marketing strategy in service industry. The course allows students to understand the crucial role that human resources (internal and external) play in a service company. The course analyzes the difficulties of managing demand and capacity in a service company
LEARNING OUTCOMES:

Demonstrate the ability to apply the 4 Ps to service marketing

Develop the ability to address issues in implementing service strategies

Demonstrate an understanding of basic marketing concept and theories applied to services characteristics
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Services MarketingLovelock, C., Wirtz, J.Pearson Prentice Hall 9780136107217     
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Service MarketingHoffman, Bateson, Wood, KenyonCengage Learning978-1-844808137  
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Participation 15%
Mid-term examination 30%
Marketing test 15%
Final examination (group project) 40%

-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:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. 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. The final exam period runs until ____________
 

Constructive class participation is expected. Unconstructive participation will be discouraged.

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

Being late in class demonstrates a lack of respect for the students who arrive in class on time. Students who arrive more than 10 minutes late will be considered absent.

More than two absences may result in up to 10 percent being subtracted from your participation grade.

More than three absences may result 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. Why Service Marketing? Differences between goods and services

An overview of the services sector

Service markets research

Consumers behavior in service context, different types of buying behaviors

How to position services, positioning maps

Service development and innovation







Entry strategies in international markets in service industry

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, managing loyalty and relationships







Quality and productivity in service marketing

Defining and measuring customer satisfaction

Handling complaints

 Service leadership, Creating the service company