Services Marketing
BUS-MKT 4222
Fall 2012
T/TH 3:55 – 5:15, Term 2
October 16 – December 4
Professor Leslie M. Fine, PhD
550 Fisher Hall
Office Hours: anytime by appointment
Fine_5@fisher.osu.edu (E-mail is the best way to reach me)
Objective: Services are a growing and important portion of the U.S. economy and the global
economy. This course will help you to understand the unique opportunities and challenges of
creating and implementing strategies for services, whether the focus is a pure service offering
(such as consulting), or the non-tangible aspect of a physical product offering (such as repair
of capital equipment).
Course Materials: Packet of cases and readings, available from UniPrint on campus.
Academic Standards:
Each student should carefully review the Code of Student Conduct, which is available at
http://studentaffairs.osu.edu/resource_csc.asp. Pay particular attention to the Academic
Misconduct section. Any instances of suspected academic misconduct will be handled in
accordance with section 3335-23-05: Initiation and investigation of code violations.
Ignorance of this code is NOT an excuse for violations.
Accommodation for Disabilities:
If you are registered with the Office of Disability Services and need any accommodation to
make the learning environment more effective, please let me know and I will work with you
and ODS to structure the course for your needs.
Attendance and Participation:
Attendance is very important, but you are an adult and should manage your schedule as you
see fit. If you have competing interests that require you to be out of class, you should be
prepared to accept any consequences of your absence. Emergencies or extreme circumstances
should be discussed with the instructor and with your team with as much advance notice as
possible. Participation is an important part of the learning process, as it is through discussion
and debate that knowledge is disseminated and that new knowledge is created.
Evaluation:
Team Case Analysis:
2 @ 25% = 50%
Service Journal:
25%
Final:
25%
Team evaluations: Deduction only for poor performance in teams, as assessed through peer
evaluations.
Each team will write up two cases for evaluation. Instructions for writing up the cases are
included in a later section of the syllabus.
The comprehensive final will be administered on line. The final is open book and open notes,
with a strict time limit. You MUST complete the final within the time window designed.
More information will be available later in the quarter.
The service journal asks you to evaluate your own personal service experiences in terms of
the concepts and models you are learning in class. The journal is due on November 20. More
information is available in a later section of the syllabus.
Grading Scale:
94 – 100
91 - 93
88 – 90
84 – 87
81 – 83
78 – 80
A
AB+
B
BC+
74 – 77
71 – 73
68 – 70
64 – 67
61 – 63
60 and below
C
CD+
D
DE
General Course Guidelines:
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Shut down phones and music devices. DO NOT TEXT IN CLASS.
Class is far more interesting and enlightening when everyone is prepared, and when
everyone participates.
Team work is an important part of the learning model and is an important part of most
work environments.
If you must be late to class, or to leave early, please enter as unobtrusively as
possible.
You may use iPads or laptops for note-taking, but if I see that you are doing anything
other than class work I will require you to shut it down.
E-mail is the most effective way to reach me. In your e-mail subject line, please use
the words "Marketing Student" so I know the message is from a student.
Have fun!
What you can expect of the instructor:
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Timely feedback on graded assignments.
Class is conducted in an organized fashion, instructor is prepared and class will begin
on time and end on time.
Timely response to e-mail.
Changes to the syllabus or to normal routine will occur only for very compelling
reasons.
Differences of opinion will be treated with respect – independent thinking based on
solid evidence is encouraged.
All attempts will be made to create a class that is challenging and interesting.
Tuesday, 10/16
Thursday, 10/18
Tuesday, 10/23
Thursday, 10/25
Tuesday, 10/30
Thursday, 11/1
Tuesday, 11/6
Thursday, 11/8
Tuesday, 11/13
Thursday, 11/15
Tuesday, 11/20
Thursday, 11/22
Tuesday, 11/27
Thursday, 11/29
Tuesday, 12/4
Course Schedule
The required readings are listed in italics
All readings and cases should be prepared prior to class
Course Introduction, review of syllabus
Service Strategies
Charting Your Company’s Future
Can You Say What your Strategy Is?
Service Strategies: Branding
Understanding Brands
Building a Strong Services Brand: Lessons from the Mayo Clinic
Creating the Service Culture
Putting the Service-Profit Chain To Work
Creating Internal Service Quality
Service Blueprinting
Creative Benchmarking
Service Employees:
Creating the Living Brand
Case Discussion
TEAM CASE ANALYSIS: 25% OF GRADE:
“Marketing” at Wachtell, Lipton, Rosen and Katz
Case write-up due today by NOON and case discussed in class
Service Customers: Data Collection
Diamonds in the Data Mine
How to Delight Your Customers
Service Concept: Results for Customers
Lean Consumption
Service Concept: Results for Customers (continued)
Serving Unfair Customers
Influencing Customer Behavior in Service Operations
Service Journal Due by 5:00 p.m.
25% OF GRADE
Post to the Carmen Drop Box
No in-class meeting
Enjoy your holiday!
Service Implementation: Failure and Recovery
Recovering and Learning from Service Failure
Putting it all together!
Case Discussion
TEAM CASE ANALYSIS: 25% OF GRADE:
&Samhoud
Case write-up due today by NOON and case discussed in class
Comprehensive Final, to be administered on line during a predetermined time window which will be announced in class.
Service Journal
Due 11/20 by 5:00 p.m.
Please post to drop box in Carmen
The purpose of the service journal is to help you become more aware of the service you
receive as a consumer, and to use the concepts you learn in the course to evaluate the success
or failure of your service experiences.
Beginning with week 1 of this course (10/16), describe one memorable service experience
each week, creating a total of 5 journal entries. Your service experience can recount very
routine and familiar experiences (such as visits to the gym, barber, dry cleaner and fast food
restaurants; simple financial transactions and purchasing on-line) and/or the less routine or
unusual experiences (such as emergency medical care, foreign travel planning and
automobile financing). For each entry, please provide the following details:
1. Date of the experience
2. Name of the organization providing the service
3. Your reason for consuming (or attempting to consume the service)
4. A description of the experience
5. An assessment of whether or not you were satisfied with the experience
6. Any extenuating circumstances which affected your assessment of the service experience.
As you learn about the management of services throughout this course to analyze and explain
why your service experience happened as it did. Each experience entry should contain a
complete discussion of how the concepts you are learning in class relate to your experience,
and these explanations can certainly be updated and expanded for each experience as you
learn more throughout the quarter.
There is no minimum or maximum word count for this assignment. Use your judgment to
provide entries and subsequent analysis that are complete and in-depth without adding
superfluous information.
You will be graded on the following criteria:
1. Having a full set of entries, written in enough detail to inform the reader about your
experience.
2. Effectively applying the tools and concepts
a. Using the tools and concepts in the appropriate ways.
b. Demonstrating a competence with the tools and concepts – can you apply the tools
to create meaningful insight?
c. Using a variety of tools and concepts – all experiences are not explained by a single
concept.
d. Writing that is correct (grammar, punctuation, spelling) and logical.