Texas A&M University-Texarkana MKT 505
Services Marketing


Spring 2014


  1. FACULTY :

    Instructor : Dr. Robert S. Owen
    Office : UC 321F
    Office phone : (903) 223-3010
    Department phone : (903) 223-3020 (LeAnne Bruce)
    Fax : (903) 223-3121
    Email : robert(dot)owen(at)tamut(dot)edu
    Web site : www.tamut.edu/~bowen/
    Office Hours : M 12:30-5:30
    T 3:00-6:00
    W 4:00-6:00
    check twitter.com/robertowenphd for additional availability

  2. COURSE :

    1. Meeting Time and Place :
      Monday, 6:00-8:45 PM, UC 210

    2. Course Material : 
      Textbook : 
      Fisk, Grove, & John (2014), Services Marketing: An Interactive Approach, Fourth Edition, ISBN 97812850571322. 
      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

      "At the completion of your degree TAMU-T graduate students should be proficient in several areas.  You can access these goals at: www.tamut.edu/cob."

    4. Major Topics :
      These are approximate dates. 

      Week 1 :
      13 JAN  
      • Understanding Services Marketing - Ch. 1


      Week 2 :
      20 JAN  


      Week 3 :
      27 JAN  
      • Plugging into the Information Age - Ch. 3
      • submit article summary
      • submit service encounter diary #2


      Week 4 :
      3 FEB  
      • Planning and Producing the Service Performance - Ch. 4
      • submit article summary
      • submit service encounter diary #3


      Week 5 :
      10 FEB  


      Week 6 :
      17 FEB  
      • Leveraging the People Factor - Ch. 6
      • submit article summary
      • submit service encounter diary #5


      Week 7 :
      24 FEB  


      Week 8 :
      3 MAR  
      • Setting the Price for the Service Rendered - Ch. 8
      • submit article summary
      • submit service encounter diary #6


      10-14 MAR
      • SPRING BREAK - no class


      Week 9 :
      17 MAR  


      Week 10 :
      24 MAR  
      • Delivering and Ensuring a Successful Customer Experience - Ch. 10
      • submit article summary
      • submit service encounter diary #7


      Week 11 :
      31 MAR  
      • Regaining Customer Confidence Through Customer Service and Service Recovery - Ch. 11
      • submit article summary
      • submit service encounter diary #8


      Week 12 :
      7 APR  
      • Researching Service Success and Failure - Ch. 12
      • submit article summary
      • submit service encounter diary #9


      Week 13 :
      14 APR  


      Week 14 :
      21 APR  
      • Developing Marketing Strategies for Services - Ch. 13
      • submit article summary
      • submit service encounter diary #10


      Week 15 :
      28 APR  


    5. Term Project :

      We will be doing a live consulting project for a class client.  We will break into teams of three or four people each, with client deliverables to include at least an oral presentation and a written report.  More details will be distributed later in the course.  One of our class periods might be replaced with a field trip to tour client facilities.

    6. Attendance :

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

    7. Evaluation Methods :

      Students will be evaluated on the basis of performance on two examss (35%), weekly submissions of a service encounter diary (10%), weekly written summaries of assigned readings (10%), a content analysis of customer comments (15%), a web usability study (15%), and a customer lifetime value analysis (15%). 

    8. Grading System :

      Final grades will be based on the following totals:

       A=900-1000 points
       100=Service Encounter Diary
       100=Article Summaries
       150=Customer Comment Content Analysis
       150=Web Usability Study
       150=Customer Lifetime Value Analysis
       150=Exam 1
       200=Exam 2

    9. University Academic Integrity Statement:
      "Academic honesty is expected of students enrolled in this course.  Cheating on examinations, unauthorized collaboration, falsification of research data, plagiarism, and undocumented use of materials from any source constitute academic dishonesty and may be grounds for a grade of ĎFí in the course and/or disciplinary actions.  For additional information, see the university catalog."

    10. University Disability Accommodations Statement:
      "Students with disabilities may request reasonable accommodations through the A&M-Texarkana Disability Services Office by calling 903-223-3062."

    11. A&M-Texarkana Email Address:
      "Upon application to Texas A&M University-Texarkana an individual will be assigned an A&M-Texarkana email account.  This email account will be used to deliver official university correspondence.  Each individual is responsible for information sent and received via the university email account and is expected to check the official A&M-Texarkana email account on a frequent and consistent basis.  Faculty and students are required to utilize the university email account when communicating about coursework."

    12. University Drop Policy :
      "To drop this course after the census date (see semester calendar), a student must complete the Drop/Withdrawal Request Form, located on the University website http://tamut.edu/Student-Support/Registrar/Dropping.html or obtained in the Registrarís Office.  The student must submit the signed and completed form to the instructor of each course indicated on the form to be dropped for his/her signature.  The signature is not an 'approval' to drop, but rather confirmation that the student has discussed the drop/withdrawal with the faculty member.  The form must be submitted to the Registrarís office for processing in person, email Registrar@tamut.edu, mail (7101 University Ave., Texarkana, TX 75503) or fax (903-223-3140).  Drop/withdraw forms missing any of the required information will not be accepted by the Registrarís Office for processing.  It is the studentís responsibility to ensure that the form is completed properly before submission.  If a student stops participating in class (attending and submitting assignments) but does not complete and submit the drop/withdrawal form, a final grade based on work completed as outlined in the syllabus will be assigned."