Services Marketing
BUS-MKT 4222
Spring 2015 – TERM 1
T/TH 11:10 – 12:30 and 3:55 – 5:15
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: Links to readings, available to students and faculty from the OSU Library
research databases of articles, are posted on Carmen. NOTE: you should download readings
onto a personal storage device in case Carmen is unavailable when you need to access
materials.
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:
Per University rule, any student who misses the first day of class without prior written
permission from the instructor will be dropped.
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 regularly, consider
taking the course at a different time. Attendance will improve your performance on the
exams.
Evaluation:
Mid-Term
Final
40%
60%
The mid-term and final exams will be administered on line via Carmen, and can be accessed
from any computer or tablet with an internet connection. The exams will be timed, and must
be completed in one sitting. There will be a designated window during which the exams will
be available. You MUST complete the mid-term and final within the designated time
window, but may choose any time within that window which is convenient for you. The
windows will always include the regularly scheduled class meeting, as that time is designated
for the course. Because of the flexibility of the on-line administration, no make-ups or
rescheduling will be offered. Cases of extreme emergency will be handled on a case by case
basis.
These exams are open book, open notes exams. You must work alone. Much of the exam
material will be taken from class discussions. Attendance in class will greatly enhance your
ability to score well on exams. Do not rely on the open book policy to serve as a substitute
for attending class.
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, 1/13
Thursday, 1/15
Tuesday, 1/20
Thursday, 1/22
Tuesday, 1/27
Thursday, 1/29
Tuesday, 2/3
Thursday, 2/5
Tuesday, 2/10
Thursday, 2/12
Tuesday, 2/17
Thursday, 2/19
Tuesday, 2/24
Thursday, 2/26
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
Zappos’s CEO on Going to Exremes for Customers
SERVQUAL Model
Addressing Gap 1:
Service Customers: Data Collection
Diamonds in the Data Mine
How to Delight Your Customers
Addressing Gap 1:
Service Customers: B2B
Major Sales: Who Really Does the Buying?
Addressing Gap 2:
Creating External Service Quality for Customers
Service Blueprinting
Addressing Gap 2:
External Service Quality: Results for Customers
Creative Benchmarking
Lean Consumption
MIDTERM – Administered on-line
Addressing Gap 3:
Building a Strong Services Brand: Lessons from the Mayo Clinic
Creating the Living Brand
Addressing Gap 4:
Service Strategies
Charting Your Company’s Future
Addressing Gap 5:
Recovering and Learning from Service Failure
When Unhappy Customers Strike Back on the Internet
Service Success
The Four Things a Service Business Must Get Right
Case Study:
My Week as a Room Service Waiter at the Ritz
Final Exam: Administered on-line