Services Marketing
BUS-MKT 4222
Spring 2014
T/TH
12:45 p.m. – 2:05 p.m. Term 1 (Jan. 6 – Feb. 21)
8:00 a.m. – 9:20 a.m. Term 2 (Feb. 28 – April 21)
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 the University book store.
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, especially for the in-class graded exercises. If you have
competing interests that require you to be out of class, you should be prepared to accept any
consequences of your absence, including missing the opportunity to earn points on in-class
exercises. 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:
In-class exercises
25 points
There will be 6 in class exercises, worth 5 points each. However, this component is worth
only 25 points for the course. If you miss an exercise, you can still earn the full 25 points (5
of 6 = 25 points). Because this point cushion is built into the grading process, there is no
make-up for any in-class exercise. If you miss class, you forfeit the opportunity to earn
points, regardless of the reason for your absence. If you arrive late, after the exercise is over,
you cannot complete the exercise for points. If you leave early, before the exercise is started,
you cannot complete the exercise for points. Please plan accordingly. Anyone who earns all
30 points may use the extra 5 points as addition to their score on the final. The course final
grades will be based on 100 points, not 105 points, so this can be considered a “bonus.”
Final:
75 points
The comprehensive final exam will be administered on-line (procedures to be reviewed in
class) and is an open-book, open-notes experience. The exam is timed, but there will be a
window of time for the exam administration, and you can take the exam at any time during
that window. You must work alone, but you may access all course materials. If you are not
thoroughly familiar with the course materials or if you miss class often, having access to
materials WILL NOT help you! So please don’t be too complacent because the exam is open
book. You will need to prepare completely if you wish to score well. You must take the final
during the assigned window.
Please remember that the workload expectations for Fisher students assume you will spend 2
hours working for each 1 hour of classroom time. For a one hour and 20 minute session, you
should plan to spend approximately 2 ½ hours reading the articles and cases and making
notes or summaries that you can use to help you during the final exam.
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.
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, 1/7
Thursday, 1/9
Tuesday, 1/14
Thursday, 1/16
Tuesday, 1/21
Thursday, 1/23
Tuesday, 1/28
Thursday, 1/30
Tuesday, 2/4
Thursday, 2/6
Tuesday, 2/11
Thursday, 2/13
Tuesday, 2/18
Thursday, 2/20
Course Schedule
The required readings are listed in italics
All readings and cases should be prepared prior to class
Course Introduction, review of syllabus
Creating the Service Culture:
Putting the Service-Profit Chain To Work
Case Discussion:
“Marketing” at Wachtell, Lipton, Rosen and Katz
*5 point in-class exercise #1
Employees:
Creating the Living Brand
Managing Your Human Sigma
Employees:
Building a Strong Service Brand: Lessons From the Mayo Clinic
*5 point in-class exercise #2
External Service Quality:
Diamonds in the Data Mine
How to Delight Your Customers
External Service Quality:
Service Blueprinting
External Service Quality:
Lean Consumption
Case Discussion:
ZipCar
*5 point in-class exercise #3
Customers:
Influencing Customer Behavior in Service Operations
Serving Unfair Customers
Customers:
Case Discussion:
Angels and Devils: Best Buy’s New Customer Approach (A)
*5 point in-class exercise #4
Service Failure:
Recovering and Learning from Service Failure
Case Discussion
Chantal and Clinton Call for Service
*5 point in-class exercise #5
Communicating Service Strategies
Charting Your Company’s Future
Communicating Service Strategies
*5 point in-class exercise #6
Brief review for comprehensive final exam
Comprehensive Final Exam: To be administered on-line