Services Marketing
BUS-MKT 4222
Fall 2014
MWF
Professor Leslie M. Fine, PhD
550 Fisher Hall
Office Hours: anytime by appointment
fine.5@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: Course packet available at University Bookstores.
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. The Office for Disability Services is located
in 150 Pomerene Hall, 1760 Neil Avenue. Telephone is 292-3307. http://www.ods.ohiostate.edu/.
Attendance and Participation:
In accord with University rule 3335-8-33, any student who fails to attend without giving
prior notification to the instructor in writing (e-mail) will be dis-enrolled after the third
instructional day of the term, the first Friday of the term, or the second scheduled class
meeting, whichever occurs first.
Regular attendance is very important. There will be information discussed in class which is
not available from the readings. If you have competing interests that require you to be out of
class, you should be prepared to accept any consequences of your absence. Please plan job
interviews, work obligations and personal travel to accommodate the schedule. Make-up
work will only be scheduled in extreme circumstances and with prior permission.
Workload:
Fisher undergraduate students are expected to spend two hours outside of class for each hour
spent in class. Planning for this workload will give you enough time to read the assignments
before class, prepare for in-class assignments and to study for quizzes.
Evaluation:
In Class/virtual class Exercises:
Mid-Term Quiz
Final Exam
4 @ 10 points =
40 Points
20 Points
50 Points
Note that it is possible to earn 110 points in the course, though grades are based on 100
points. This creates some flexibility for students throughout the term to help manage
workload and schedules without the need for make-up work. If you have an emergency or
pressing engagement and miss one of the in-class/virtual class 10 point exercises, you still
have the chance to earn maximum course points by scoring well on the final. If you do poorly
on a quiz or in-class/virtual class exercise, you can earn back some of those points with a
good performance on the final. If you do well on the quiz and the in-class exercises, you can
do less well on the final and still have a good course outcome. Due to this flexibility, there
are NO MAKE UPS of any in-class or virtual work. The quiz and the final will be
administered on-line, within a generous time window, so no make-ups will be allowed for
these, either. Please make sure you understand this policy.
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 OR READ E-MAIL 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.
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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.
Course Schedule
The required readings are listed in italics
All readings and cases should be prepared prior to class
Wednesday, Course Introduction, review of syllabus
8/27
Friday, 8/29 An organizing framework:
Putting the Service-Profit Chain To Work
Monday 9/1 HOLIDAY: NO CLASS
Wednesday, Leadership for service quality
9/3
Zappos’s CEO on Going to Extremes for Customer
The Four Things a Service Business Must Get Right
http://www.ahrenstech.com/cms/site_files/staging/documents/FourThingsServiceOrganizations.pd
Friday, 9/5 Case application:
“Marketing” at Wachtell, Lipton, Rosen and Katz
IN-CLASS 10 POINT ASSIGNMENT based on the case and prior readings
Monday 9/8 Service employee satisfaction, retention and productivity
Building a strong service brand: Lessons from Mayo Clinic
Wednesday, Creating Internal Service Quality
9/10
Creating the Living Brand
Manage your human sigma
Friday 9/12 Virtual Course Meeting: Field work (no in-class meeting)
Watch the following video of the CBS show “Under Cover Boss”
http://www.youtube.com/watch?v=fkotl3M3Gso
See the assignment instructions in the syllabus.
10 POINT ASSIGNMENT
Assignment due by NOON Monday, 9/15. POST TO CARMEN.
Monday,
External Service Value
9/15
Service Blueprinting
Wednesday, External Service Value
9/17
Lean Consumption
Friday 9/19 On-line Quiz
Covers all material from 8/27 to 9-17
20 POINTS
Monday,
Customer satisfaction and loyalty in the service setting
9/22
Diamonds in the Data Mine
Wednesday, Customer satisfaction and loyalty in the service setting
9/24
How to Delight Your Customers
Friday 9/26 Customer satisfaction and loyalty: Customer behavior in the service setting
Influencing Customer Behavior in Service Operations
Monday
Customer Dissatisfaction in the service setting
9/29
Service Sabotage: The Dark Side of Service Dynamics
When Unhappy Customers Strike Back on the Internet
http://viewswire.eiu.com/report_dl.asp?mode=fi&fi=807955065.PDF
Wednesday Case Application:
10/1
Angels and Devils: Best Buy’s New Customer Approach (A)
IN-CLASS 10 POINT ASSIGNMENT based on the case and prior readings
Friday 10/3 Service Failure
Recovering and Learning from Service Failure
Monday
Visualizing and Communicating Service Strategies
10/6
Charting Your Company’s Future
Wednesday Re-Cap of the Service Profit Chain
10/8
Case Application:
& Samhoud (Part 1 of discussion)
Friday
Case Application
10/10
& Samhoud (Part 2 of discussion)
IN-CLASS 10 POINT ASSIGNMENT based on the case and prior readings
Monday
On-Line Comprehensive Final Exam
10/13
50 POINTS
Information about quiz and exam:
The quiz and exam are designed to encourage regular preparation, attendance and
participation. If you routinely miss class you can expect to perform poorly. The quiz/exam
will consist of multiple choice questions. The questions will test your ability to apply the
material as well as to remember basic concepts and why those concepts are important. The
quiz/test will NOT be a test of rote memory – memory of specific data points, numbers,
dates, etc. will not be required.