MKT Services Marketing Fall 2011

Transcription

1 MKT Services Marketing Fall 2011 CLASS SCHEDULE SECTION :00 12:15 TR Rm 222 Rckwell Instructr: Dr. Dug Hffman Rm. 115 Rckwell Phne: Office Hrs: 9:30-11:00 am; TR (r we can meet immediately after class) (als available by , vice mail and by appintment) TEXT: K. Duglas Hffman and Jhn E. G. Batesn, Services Marketing: Cncepts, Strategies & Cases, Suth-Western, Cengage Learning, Furth editin, 2011; ISBN: COURSE DESCRIPTION: Tday, much f the wrld ecnmy is dminated by the service sectr. In the U.S., apprximately 78% f the labr frce, 73% f the GDP, 45% f an average family's budget, and 32% f exprts are accunted fr by services. Yet, many traditinal business schls cntinue t fcus n the manufacturing sectr f the ecnmy. The fcus f this curse is twfld. First, service rganizatins differ frm gds rganizatins and require their wn distinctive apprach with regards t the develpment and executin f marketing strategy. Secndly, gds rganizatins need t acknwledge the service aspects f their rganizatins and hw service can be used as a surce f cmpetitive advantage. Curse Objectives: 1. Understand the unique challenges invlved in marketing and managing services. 2. Identify differences between marketing in services and manufacturing rganizatins. 3. Identify and analyze the varius cmpnents f the "services marketing mix"-- the riginal 4Ps plus the physical envirnment, prcesses, and peple. 4. Understand and discuss key issues required in managing custmer satisfactin and service quality. 5. Appreciate the rle f emplyees (and ften custmers) in service delivery, custmer satisfactin, and service recvery. 1

2 Curse Objectives (cntinued): 6. Cnsider the surces f cmpetitive advantage in service businesses. 7. Appreciate ther key issues in service businesses such as managing supply and demand, relatinship management, and the verlap in marketing/peratins/human resurce systems. 8. Understand hw "service" can be a cmpetitive advantage in managing rganizatins. Participatin Plicy: Regular participatin is expected and necessary fr successful cmpletin f this curse. If yu d miss a class, please make sure t btain class ntes frm anther student. Past classes have fund that final grades are directly related t classrm participatin. Psitive class participatin adds t yur participatin grade. Negative participatin such as reading newspapers, text messaging, surfing the Web, chrnically late, r wrking n unrelated schl wrk during class will reduce yur participatin grade by 10 pints fr each vilatin. Exams (Individual Wrk): We will have three exams this semester. Typically, exams cnsist f eight shrt-answer essay questins. Questins are graded n a 10-pint scale and each exam is wrth 150 pints. Best Practices in Service Excellence Presentatins (Grup Wrk)*: It is yur day t teach! Each grup shuld prepare a minute PwerPint presentatin that discusses a services marketing tpic that will be assigned by yur instructr. Grups shuld integrate curse cncepts t frame their discussin. Tpic examples may include best practices in service training, managing custmers, cnstructing servicescapes, measuring custmer satisfactin, internal service quality, and/r particular industries t name a few. The gal f this prject is t fcus n a particular cncept and t g int depth abut this cncept as it pertains t a specific cmpany(ies). Grup presentatins will be evaluated by ther grups as well as the instructr. *Peer Evaluatins will be distributed t assess all Grup Wrk! Cases (Individual Wrk): Cases are assigned peridically thrughut the curse t aid in class discussins. Methd f Evaluatin: 3 Exams 450 pts. Cases/Class Participatin 75 pts. Best Practices Prject 75 pts. TOTAL 600 PTS 2

3 TENTATIVE COURSE OUTLINE SECTION 1: AN OVERVIEW OF SERVICES MARKETING 1 Chapter 1: An Intrductin t Services Marketing 2 Chapter 3: Fundamental Differences between Gds and Services Case 1 The Twins First Service Encunter (Write Up Questins 2, 3 &4) (Due Thursday, September 1 st ) 3 Chapter 4: Services Cnsumer Behavir Case 4: United Attempts t Crack the Nn-business Market (Write Up Questins 1-4) (Due: Thursday, Sept. 8 th ) 4 Chapter 2: The Service Sectr: Supersectrs and Ethical Cnsideratins Case 2: The Cnundrum: Sears Aut Centers (Write Up Questins 1-4) (Due: Tuesday, Sept. 13 th ). 4 Grup Wrk: (Prepare Outlines fr Presentatins: Thursday, Sept. 15 th ) 5 Presentatins: (Grups 1 & 2) (Tuesday, Sept. 20 th ) 5 Exam 1: (Thursday, Sept. 22 nd ) SECTION 2: SERVICE STRATEGY: MANAGING THE SERVICE EXPERIENCE 6 Chapter 5: The Service Delivery Prcess /Review Exam: 6 Chapter 5: The Service Delivery Prcess Case 5: Build-A-Bear Wrkshps (Write Up Questins 1-4) (Due: Next Class Perid Octber 4th) 7 Chapter 8: Managing the Firm s Physical Evidence (Tentative: Guest Speaker) 7 Chapter 8: Managing the Firm s Physical Evidence 8 Chapter 11: Defining and Measuring Custmer Satisfactin (ONLINE VIDEO LECTURE) Case 11: The Crestwd Inn (Write Up Questins 1-4) (Due: 10/15/11 submit via ) (dug.hffman@clstate.edu) 9 Chapter 12: Defining and Measuring Service Quality (ONLINE VIDEO LECTURE) Case 12: Service Quality at the Remingtn Htel (Write Up Questins 1-4) (Due: 10/22/10 submit via ) 10 Presentatins: (Grups 3 & 4) (Tuesday, Oct. 25 th ) Exam II (Thursday, Oct. 27th) 3

4 SECTION 3: Assessing and Imprving Service Delivery 11 Chapter 9: Peple as Strategy: Managing Service Emplyees 11 Tentative: Guest Speaker 12 Chapter 10: Peple as Strategy: Managing Service Cnsumers 12 Case 13: Is This Any Way t Run an Airline? (ICD: Read prir t cming t class n Thursday, Nv. 10 th ) (Prepare t hand-in during class: (1) Develp a list f all the service failures yu can identify in the case; and (2) Cmment n the firm s recvery strategy) 13 Chapter 13: Cmplaint and Service Recvery Management 13 Presentatins: (Grups 5 & 6) (Thursday, Nv. 17th) Fall Break (Nv. 20 th - Nv. 27 th ) 14 Chapter 14: Custmer Lyalty & Retentin Chapter 15: Pulling the Pieces Tgether: Creating a Wrld-Class Service Culture 15 Presentatins: (Grups 7 & 8) (Tuesday, December 6 th ) 15 Exam III: (Thursday, December 8 th ) r 16 Exam III: (Tuesday, Dec. 13 th 9:40-11:40 am) 4

5 Student Prfessinal Cde f Cnduct, Department f Marketing This curse will adhere t the Academic Integrity Plicy f the General Catalg and the Student Cnduct Cde. The Department f Marketing has als created this Student Cde f Cnduct t supprt a prductive and stimulating learning envirnment in all marketing classes. The cde is designed t help ensure a psitive atmsphere fr the vast majrity f students wh currently exhibit the prfessinal standards detailed belw. Students shuld exhibit prfessinal classrm values and behavir by: Engaging in apprpriate cmmunicatin and interactin. Demnstrating trust, respect and civilities. Appraching curse cntent as imprtant and necessary fr success in business. Engaging in respnsible classrm activities such as: turning ff cell phnes nt using electrnic devices t send r receive messages during class aviding unnecessary talking nt reading utside material r ding ther wrk during class Students shuld cntribute t a psitive learning envirnment by: Arriving, attending, and departing class in a prfessinal manner. Taking respnsibility fr team and individual assignments. Develping cperative relatinships with ther students and faculty. Students shuld supprt a prfessinal envirnment within the Cllege f Business by: Aviding inapprpriate language in and near classrms and ffices. Refraining frm unrealistic expectatins in dealing with administratin, faculty, and staff. Students must uphld the academic integrity standards as explained in the university s General Catalg ( Academic integrity is cnceptualized as ding and taking credit fr ne s wn wrk. Vilatins f the university s academic integrity standards include, but are nt limited t: Cheating in the classrm. Cheating includes using unauthrized surces f infrmatin and prviding r receiving unauthrized assistance n any frm f academic wrk. Plagiarism. Plagiarism includes the cpying f language, structure, ideas, r thughts f anther, and representing them as ne s wn withut prper acknwledgment. Unauthrized Pssessin r Dispsitin f Academic Materials. Unauthrized pssessin r dispsitin f academic materials includes the unauthrized selling r purchasing f examinatins r ther academic wrk; stealing anther student s wrk; unauthrized entry t r use f material in a cmputer file; theft r mutilatin f library materials; and using infrmatin frm r pssessing exams that an instructr did nt authrize fr release t students. Falsificatin. Falsificatin encmpasses any untruth, either verbal r written, in ne s academic wrk. Facilitatin f Cases f Academic Dishnesty. Facilitatin f any act f academic dishnesty including cheating, plagiarism, and/r falsificatin f dcuments als cnstitutes vilatin f Clrad State University s academic integrity. Vilatins f Clrad State University s academic integrity plicies will be handled in accrdance with the prcedures discussed in the General Catalg. Please nte that faculty members and administrative prfessinals at CSU must als abide by a Cde f Ethical Behavir. This cde is included n the CSU website ( and states amng ther things that faculty members are expected t maintain a high level f discretin and respect in persnal and prfessinal relatins with students, staff, and the public. This cde als ntes that faculty must eschew academic miscnduct such as fabricatin, falsificatin, and plagiarism. 5