- FACULTY :
| Instructor : |
Dr. Robert S. Owen
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| Office : |
215 North Akin Building
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| Office phone : |
(903) 223-3010
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| Department phone : |
(903) 223-3020 (Loretta Williams)
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| Fax : |
(903) 223-3121
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| Email : |
robert.owen@tamut.edu
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| Web site : |
www.tamut.edu/~bowen/
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| Office Hours : |
MWR 4:00-6:00 PM
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- COURSE :
- Meeting Time and Place :
Monday, 7:00-10:00 PM, ACAD 255N
- 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.
|
- 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
- Major Topics :
These are approximate dates.
Week 1 :
29 AUG |
- Distinctive Aspects of Service Management - Ch. 1
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Week 2 :
5 SEP |
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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
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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
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Week 5 :
26 SEP |
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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
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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
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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
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Week 10 :
31 OCT |
- FIELD TRIP TO CLASS CLIENT'S OPERATIONS
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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
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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
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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
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Week 14 :
28 NOV |
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Week 15 :
5 DEC |
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Week 16 :
12 DEC |
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- 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.
- 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.
- 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%).
- 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
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