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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 302"
COURSE NAME: "Service Marketing"
SEMESTER & YEAR:
Fall 2015
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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:
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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:
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
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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
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TEXTBOOK:
Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
Services Marketing | 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 |
Service Marketing | Hoffman, Bateson, Wood, Kenyon | Cengage Learning | 978-1-844808137 | | |
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GRADING POLICY
-ASSESSMENT METHODS:
Assignment | Guidelines | Weight |
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.
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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. 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
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