MARKETING 360.101 MARKETING OF SERVICES DEPARTMENT OF MANAGEMENT, MARKETING, AND INTERNATIONAL BUSINESS NELSON RUSCHE COLLEGE OF BUSINESS SUMMER SESSION I 2011 PROFESSOR: Dr. Marlene Kahla, Associate Professor, Assistant Department Chair, Director of Internships and Special Problems Courses. COURSE: MKT 360.101 Marketing of Services CLASS SCHEDULE: 8:00 AM 9:55 AM MKT 352.101 12:30 PM 2:25 PM MKT 360.101 CLASS LOCATION: BU 453 OFFICE HOURS: 10:00 AM 12:30 PM MTWR OFFICE LOCATION: BU 403C PROFESSOR CONTACT INFORMATION: Office telephone: 936-468-4103, or email: mkahla@sfasu.edu COURSE DESCRIPTION: An examination of the unique aspects of service organizations within the field of marketing. Prerequisite: MKT 351. Prerequisites: MKT 351 Course Objectives: Upon completion, the student should be able to: differentiate the factors that characterize the effective marketing strategies of services from those of goods. assess customer satisfaction in a service setting. demonstrate creative insights into the formulation of strategies in service industries. extrapolate the acquired knowledge to international environments. Textbook: Contact course coordinator for current textbook. Evaluation: Student performance will be measured through at least one exam, activities which enable the students to observe and interpret various factors unique to service marketing, and a team project which will require an in-depth study of services marketing.
2 Course Coordinator: Dr. Marlene C. Kahla Course Content: Required Topics Background of Basic Marketing Distinct Aspects of Goods Marketing Distinct Aspects of Services Marketing Description of the Service Product Managing the Service Encounter Buyer Behavior and Relationships with Customers Service Quality Marketing of Services and Human Resource Management Making Services Accessible Pricing Services Promotion of Services Managing Marketing Information Managing Services Marketing International Marketing of Services Optional Topics Standardization of Services Evaluation of Services Public Sector Marketing Idea Marketing Information about Specific Service Industries Current Text: Lovelock and Wirtz, Services Marketing, 7 th ed. Prentice Hall.
3 Evaluation: (2) on Service Concepts and Strategies Each report is valued at 25 points written 25 points presentation Subtotal: Service Audit: Team written report Team presentation 2 reports @ 50 pts. = 100 pts. 100 points 100 points Tests: (2) Mid Term Final 50 points 50 points Professional Practices: continuously Attending class, arriving to class on time, preparing for class, preparing for team meetings, participating in class, dressing appropriately for class and for presentations, and interacting with professors, other students, and guests with consideration and empathy describe activities that enable you to earn professional points. Each tardy to class and team meetings will cost you 5 points. Each absence to class and team meetings will cost you 10 points. Attending class in your pajamas will cost you 5 points each. Dressing too casually for presentations will cost you 10 points each. 100 points
4 Each student s grade is based on the following points: A: 450 500 points B: 400 449 points C: 350 399 points D: 300 349 points F: less than 300 points Schedule: All dates may change based on contingencies: June 6: Introduction of professor, students and study strategies June 7: R. A. T. E. R. Evaluating characteristics of Service Quality June 8: Characteristics of Service June 9: Moments of Truth. Consumer behavior and service development June 13: services GAP Analysis, consumer behavior, pricing services, and promotion of
5 June 14: GAP ONE, Upper Management Perceptions and Consumer Perceptions June 15: GAP TWO, Within Upper Management and Service Providers June 16: GAPS THREE, FOUR AND FIVE: Upper Management, Service Providers, And consumers June 20: Review for Mid Term test June 21: Mid Term Test June 22: Service Audits June 23: Service Triangle June 27: Service Blue Prints Service Scape
6 June 28: Service Processes and Strategies June 29: Service and employee training June 30: Service and training consumers July 4: UNIVERSITY HOLIDAY INDEPENDENCE DAY FOR UNITED STATES OF AMERICA July 5: Service Audit Presentations and Written Reports July 6: Service Audit Presentations and Written Reports July 7: Final Test ENJOY SUMMER!!!!