Services Marketing
BUS-MKT 4222
Fall 2015 TH 2:20 – 3:40 SB 305
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:
A course packet is available for purchase from Harvard publishing. Use this unique link:
https://cb.hbsp.harvard.edu/cbmp/access/41864701
These materials will be available for purchase on 10/9/2015.
Other course materials are available to any OSU student or faculty member from the vast
resources of your OSU libraries. For your convenience, I have posted them on Carmen.
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 the first day of
class without giving prior notification to the instructor in writing (e-mail) will be disenrolled.
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.
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, to prepare for quizzes and to study for the
final.
Evaluation:
Quizzes
Final Exam
4 @ 10 points =
40 Points
70 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 quizzes, you still have the chance to earn maximum
course points by scoring well on the final. If you do poorly on a quiz, you can earn back
some of those points with a good performance on the final. If you do well on the quizzes, 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 quizzes. The final will be administered on-line, within
a generous time window, so no make-ups will be allowed for it, 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.
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.
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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
Tuesday,
10/20
Thursday,
10/22
Tuesday,
10/27
Thursday,
10/29
Tuesday,
11/3
Thursday,
11/5
Tuesday,
11/10
Course Introduction, review of syllabus
The Unique Challenges of Services (lecture)
A model for Service Success
The Four Things a Service Business Must Get Right
Defining your competitive advantage
Charting Your Company’s Future
An organizing framework and Services Leadership
Putting the Service-Profit Chain To Work
Zappos’s CEO on Going to Extremes for Customer
Costco CEO Craig Jelinek Leads the Cheapest, Happiest Company in the World (Read
it here: http://www.businessweek.com/printer/articles/123492-costco-ceo-craigjelinek-leads-the-cheapest-happiest-company-in-the-world)
Internal Service Quality
Building a strong service brand: Lessons from Mayo Clinic
Creating the Living Brand
My week as a room service waiter at the Ritz
Case Application
The Ritz-Carlton Hotel Company
QUIZ on case (15 minutes) and discussion
The Customer Management System
Diamonds in the Data Mine
How to Delight Your Customers
Case Application:
“Marketing at Wachtell, Lipton, Rosen and Katz”
QUIZ on case (15 minutes) and discussion
Thursday,
11/12
Tuesday,
11/17
Thursday,
11/19
Tuesday
11/24
Tuesday
12/1
Thursday,
12/3
Tuesday,
12/8
External Service Quality
Services Blueprinting
Lean Consumption
External Service Quality
Influencing Customer Behavior in Service Operations
Case Application:
Netflix
QUIZ on case (15 Minutes) and discussion
NO IN-CLASS MEETING
Service Failure and Recovery
Recovering and Learning from Service Failure
How to Prevent Your Customers From Failing
Managing Social Media Crises With Your Customers: The Good, The Bad, and the
Ugly
Case Application:
Trend Micro
QUIZ on case (15 minutes) and discussion
Final Exam Window Opens
(on-line exam)
Quizzes:
Each quiz will be administered in class. Plan to attend the entire class meeting on quiz days,
as the quiz may be administered at any point during the session. If you arrive to class after
the quiz has been administered, or if you leave class before the quiz is administered, you will
forfeit the opportunity to take the quiz.
Each quiz will require you to be very familiar with the case assigned for that day, as well as
with the readings from the prior class meetings that apply to the cases. The quizzes will be in
multiple choice format, with 5 questions per quiz (2 points each). You may use your notes
and the cases/readings during the quiz, but with a brief quiz window (15 minutes) you will
not succeed unless you are prepared for class. Quizzes will also serve as effective preparation
for the final exam, since the questions on the final will be similar to the quiz questions.