PRINCIPLES OF MARKETING (MKTG 3350)
Syllabus
University of Central Arkansas, College of Business Administration
Services Marketing (MKTG 4362) - Spring 2007
10:00am - 10:50pm, MWF
BBA, Room 204
Professor: David Kim
Office BBA 224
Office Hours: 1:00pm-3:00pm, and by appointment
Office Phone: 450-5316, or 450-3411
e-mail: davidk@uca.edu
web-page:
Pre-requisites: MKTG 3350
Course Overview: This course is designed for those students who may be interested in working in service industries and will address the distinct needs and problems of service organizations in the area of marketing.
The primary theme of the course is that service organizations (e.g., banks, educational institutions, hospitals, hotels, professional services) require a distinctive approach to marketing strategy, both in its development and execution. The course will build on marketing concepts from other courses (i.e., MKTG 3350) to make them specifically applicable in service industry settings. A second theme of the course focuses on the role of service in manufacturing businesses. This course will suggest ways that firms in the manufactured goods sector might use “service” as a primary source of competitive advantage.
This course won’t enable you to step directly into the role of Vice-President of Marketing of a global corporation. It will, however, help you gain an understanding of services marketing issues and provide you with a good foundation for other marketing classes and future business endeavors.
Course Objectives: The intent of this course is to introduce, discuss, and analyze several topics important to service businesses. After completing this course, students should be able to:
• Understand the unique challenges involved in marketing and managing services.
• Identify differences between marketing in service versus manufacturing organizations and understand how “service” can be a competitive advantage in manufacturing organizations.
• Identify and analyze the various components of the “services marketing mix” (three additional P’s) as well as key issues required in managing service quality.
• Appreciate the role of employees (and often customers) in service delivery, customer satisfaction, and service recovery.
• Appreciate other key issues in service businesses, such as managing supply and demand, the overlap in marketing/operations/human resource systems, and relationship management.
• Become better, more aware, and maybe less naive services consumers.
• To continue to improve students’ verbal, written, and thinking skills in preparing them for positions in the business world.
Course Format
Classroom Professionalism and Civility: Classroom professionalism and civility are to be maintained at all times. To create an environment that is conducive for education, appropriate social conduct is required. Pagers and cellular phones are to be turned off or set to vibrate. No eating, drinking, sleeping or chatting when class is in session. No walking out when class is in session without prior permission.
Attendance will be taken. Attendance and/or in-class assignments may be used as part of your exam grade!
Exams: 5 exams will be given throughout the semester. If a student misses an exam without notifying the instructor IN ADVANCE, he or she will receive a zero (0). All make-up exams will be taken during the last week of class.
Required Text: Valarie A. Zeithaml and Bitner, Mary Jo, and Dwayne D. Gremler (2006), Services Marketing: Integrating Customer Focus Across the Firm, 4th Edition, New York, NY: McGraw-Hill/Irwin.
Attendance/Tardiness: In accordance with University policy, you are expected to punctually attend all class meetings. If a student exceeds 4 absences, except for exceptional reasons (e.g., severe illness), his/her final grade will be adjusted downward one letter grade for each additional absence. After six (6) absences, your grade will automatically be adjusted to a W/F or W/P. Specifically, the following will apply:
Number of Absences Adjustment to final grade in the course
4 Drop one letter grade
5 Drop two letter grades
6 Drop three letter grades
7 W/F or W/P
Grading Scheme
Points
Exam 1 100
Exam 2 100
Exam 3 100
Exam 4 100
Final Exam - take home 100
TOTAL 500 points
Final grades in the course will be based on the following distribution of total points obtained in the course: 450 and over- A; 400 to 449--B; 350 to 399--C; 300 to 349--D; and below 300--F.
Student Handbook: Students should familiarize themselves with all policies listed in the 2005 - 2006 student handbook, including specific policies on sexual harassment (pp. 112-119), general academic policies (pp. 35-40), and academic dishonesty (pp. 37-40).
TENTATIVE COURSE OUTLINE
DATE TOPIC
Week 1 (Jan 12) Jan 12 (Friday) - Introduction to course
Week 2 (Jan 15) Jan 15 - MLK (No Class!)
Introduction to Services - Chapter 1
Conceptual Framework of the Book: The Gaps Model of Service Quality - Chapter 2
Week 3 (Jan 22) Consumer Behavior of Services - Chapter 3
Customer Expectations of Service - Chapter 4
Week 4 (Jan 29) Customer Perceptions of Service - Chapter 5
Listening to Customers Through Research - Chapter 6
DATE TOPIC
Week 5 (Feb 5) Feb 5 (Monday) – Exam 1
Building Customer Relationships - Chapter 7
Week 6 (Feb 12) Service Recovery - Chapter 8
Week 7 (Feb 19) Service Development and Design - Chapter 9
Week 8 (Feb 26) Feb 26 (Monday) - Exam 2
Customer Defined Service Standards - Chapter 10
Week 9 (Mar 5) Physical Evidence and the Servicescape - Chapter 11
Mar 7 (Wednesday) – Spring Career Fair (No Class)
Week 10 (Mar 12) Employees’ Roles in Service Delivery - Chapter 12
Week 11 (Mar 19) Customers’ Roles in Service Delivery - Chapter 13
Week 12 (Mar 26) SPRING BREAK!
Week 13 (Apr 2) Apr 4 (Wednesday) – Exam 3
Delivering Service Through Intermediaries and Electronic Channels - Chapter 14 Managing Demand and Capacity - Chapter 15
Week 14 (Apr 9) Integrated Services Marketing Communications - Chapter 16
Pricing of Services - Chapter 17
Week 15 (Apr 16) The Financial and Economic Impact of Service - Chapter 18
Apr 20 (Friday) - Exam 4
Week 16 (Apr 23) Apr 23: Conclusion
Apr 25: Prepare for final exam (no class)
Apr 27: Study day (no class)
Week 17 (May 1) May 2 (Wednesday) - Take home final exam due at 1:00pm
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