Texas A&M University-Texarkana MKT 505
Services Marketing

http://www.tamut.edu/~bowen/courses/services/

Fall 2002

FACULTY CONTACT INFO MEETING TIME & PLACE TEXTBOOK COURSE INFO COURSE OBJECTIVES SCHEDULE TERM PROJECT ATTENDANCE EVALUATION METHODS GRADING SYSTEM  
ANNOUNCEMENTS:
| Customer Comment Assignment | Qualitative Analysis with a Spreadsheet |
| sample qualitative analysis |
| spreadsheet template for Customer Comment Assignment (right click to download file) |
| Usability Assignment | Exam 1 issues to ponder | EXAM 1 | Blueprinting Assignment |
| more exam issues to ponder |
| Week 13 Warranty/Guarantee article (right click to download file) |
| EXAM 2 |

  1. FACULTY :

    Instructor : Dr. Robert S. Owen
    Office : 215 North Akin Building
    Office phone : (903) 223-3010
    Department phone : (903) 223-3020 (Loretta Williams)
    Fax : (903) 223-3121
    Email : robert.owen@tamut.edu
    Web site : www.tamut.edu/~bowen/
    Office Hours : MWR 4:00-6:00 PM

  2. COURSE :

    1. Meeting Time and Place :
      Monday, 7:00-10:00 PM, ACAD 255N


    2. Course Material :
      Required   
      Textbook :
      Lovelock, Christopher (2001), Services Marketing: People, Technology, Strategy (Fourth Edition).  Prentice Hall.
      Other   
      Materials :
      Access to the World Wide Web is required.

    3. Course Objectives :
      Throughout this course, students should be able to demonstrate:
      • knowledge and understanding of services marketing concepts and terminology
      • the ability to analyze service marketing problems and situations
      • the ability to present analyses in written and oral form

    4. Major Topics :
      These are approximate dates. 

      Week 1 :
      29 AUG  
      • Distinctive Aspects of Service Management - Ch. 1

       

      Week 2 :
      5 SEP  
      • Customer Involvement in Service Processes - Ch. 2
      • Reading: "Service Theater: An Analytical Framework for Services Marketing," p. 83
      • submit article summary
      • submit service encounter diary #1

       

      Week 3 :
      12 SEP  
      • Managing Service Encounters - Ch. 3
      • Reading: "Critical Service Encounters: The Employee's Viewpoint," p. 93
      • submit article summary
      • submit service encounter diary #2

       

      Week 4 :
      19 SEP  
      • Customer Behavior in Service Settings - Ch. 4
      • Reading: "Listening to the Customer: The Concept of a Service-Quality Information System," p. 183
      • submit article summary
      • submit service encounter diary #3

       

      Week 5 :
      26 SEP  

       

      Week 6 :
      3 OCT  
      • Complaint Handling and Service Recovery - Ch. 6
      • Reading: "Service Positioning Through Structural Change," p. 314
      • submit article summary
      • submit service encounter diary #5

       

      Week 7 :
      10 OCT  
      • Positioning a Service in the Marketplace - Ch. 7
      • submit MIDTERM EXAM (take home)

       

      Week 8 :
      17 OCT  
      • Creating the Service Product and Adding Value - Ch. 8
      • Reading: "Service Markets and the Internet," p. 444
      • submit article summary
      • submit service encounter diary #6

       

      Week 9 :
      24 OCT  
      • Pricing Strategies for Services - Ch. 9
      • Customer Education and Service Promotion - Ch. 10
      • Creating Delivery Systems in Place, Cyberspace, and Time - Ch. 11
      • submit Web Usability Study
      • submit service encounter diary #7

       

      Week 10 :
      31 OCT  
      • FIELD TRIP TO CLASS CLIENT'S OPERATIONS

       

      Week 11 :
      7 NOV  
      • Enhancing Value by Improving Quality and Productivity - Ch. 12
      • Reading: "Content Measurement of Productivity in the Service Sector," p. 430
      • submit article summary
      • submit service encounter diary #8

       

      Week 12 :
      14 NOV  
      • Balancing Demand and Capacity - Ch. 13
      • Reading: "The Strategic Levers of Yield Management," p. 325
      • submit article summary
      • submit service encounter diary #9

       

      Week 13 :
      21 NOV  
      • Managing Customer Waiting Lines and Reservations - Ch. 14
      • Reading: "What are Consumer Warranties and Satisfaction Guarantees," handout
      • submit article summary
      • submit service encounter diary #10

       

      Week 14 :
      28 NOV  
      • HOLIDAY - no class

       

      Week 15 :
      5 DEC  
      • FINAL EXAM (in class)

       

      Week 16 :
      12 DEC  

       




    5. Term Project :

      We will be doing a consulting project for a class client that provides counseling services.  We will break into teams of three or four people each,  and our deliverables will include an oral presentation and a written report.  The written report, due at the end of the semester, will include a flowchart of the current service process, a fishbone analysis of of the current service process, and a recommendation which proposes a blueprint for an improved service process, improved employee training, and improved customer outcomes and satisfaction.  More details will be distributed after we meet with our class client.

    6. Attendance :

      Students are expected to attend and participate in all class sessions.  Assignments are due in class and might not be accepted otherwise.  Exams will be based in large part on issues discussed in class.  Class sessions will be conducted in the style of a seminar.

    7. Evaluation Methods :

      Students will be evaluated on the basis of performance on two tests (33%), weekly submissions of a service encounter diary (10%), weekly written summaries of assigned readings (10%), a content analysis of customer comments (10%), a web usability study (10%), a team written consulting report (17%), and a team consulting presentation (10%). 

    8. Grading System :

      Final grades will be based on the following totals:

       A=540-600 points
       B=480-539
       C=420-479
       D=360-419
       E=000-359
      Where:
        60=Service Encounter Diary
        60=Article Summaries
        60=Customer Comment Content Analysis
        60=Web Usability Study
       100=Midterm Exam
       100=Final Exam
        100=Written Consulting Report
        60=Consulting Presentation
       600 TOTAL POINTS POSSIBLE