Services Marketing
MBA 7205.02
(Blended with MBA 7231.02)
Fall 2014, Term 2
Thursdays 6:00 – 9:15 p.m.
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
service offerings (e.g. consulting) as well as the service component of all businesses. This
section will have a strong focus on professional services, though the concepts and tools are
useful for successful management of any service offering.
Course Materials: Packet available from campus bookstore. Links to most course readings
will be posted on Carmen for your convenience.
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:
Please notify the instructor via e-mail if you will miss class. 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
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:
Case Write-ups
Project
2@25% each
50% (Due Dates posted on course schedule)
50% (Due by 6:00 p.m. 12/7/2014)
Details about the expectations for, and grading of, these assignments are available on the
Carmen web site for the course.
General Course Guidelines:
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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 "MBA 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.
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:
Note: Required readings are in italics and must be completed PRIOR to class.
Class
Meeting:
1
10/23
Topic/Assignment
1st Session
6:00 – 7:30
Course Overview
Student Introductions
Project Assignment Discussion
Introductions to Services
The organizing framework:
Putting the Service-Profit Chain To
Work
Topic/Assignment
2nd session
7:45 – 9:15
Identifying competitive advantage
and communicating Service
strategies:
Charting Your Company’s Future.
Can You Say What your Strategy Is?
The Role of Leadership:
The Four Things a Service Business
Must Get Right
Zappos’s CEO on Going to Extremes
for Customers
Internal service quality:
Building a strong service brand:
Lessons from Mayo Clinic.
Case: The Ritz-Carlton Hotel
Company
Discussion Continued
2
10/30
Employee satisfaction, retention
and productivity:
Creating the Living Brand
Manage your Human Sigma
3
11/6
DUE: Case
write-up
On or before
6:00 p.m.
TODAY
Guest Speaker and Moderated Case
Discussion:
Robert Phillips
Market and Practice Development
If time permits:
Manager, Vorys, Sater, Seymour & How to Delight Your Customers
Pease LLP
Case: “Marketing” at Wachtell,
Lipton, Rosen and Katz
4
11/13
Customer Value and Customer
Behavior:
Diamonds in the Data Mine
Influencing Customer Behavior in
Service Operations
Selling Services
Major Sales: Who Really Does the
Buying?
Case: & Samhoud
5
11/20
External Service Value Part 1:
assessment tools:
Service Blueprinting.
Creative Benchmarking.
6
12/4
DUE: Case
write-up
On or before
6:00 p.m.
Guest Speaker and Moderated Case
Discussion:
Marian S. Lowe
Senior Vice-President for Physician
and Payer Strategies, United
Surgical Partners, Inc.
External Service Value Part 2:
Lean Consumption.
Process Completeness: Strategies for
Aligning Service Systems with
Customers’ Service Needs
Discussion Continued
If time permits:
When Unhappy Customers Strike
Back on the Internet
TODAY
Case: Executive Health Group
7
12/11
Service Failure and recovery:
Recovering and Learning from
Service Failure.
DUE: Final
Projects
On or before
6:00 p.m.
Presentation of Projects