SERVICES MARKETING
FALL 1999
Prof. Maria Sannella
Office: Fulton 445
Phone: (617) 552-0428
Email: MARIA SANNELLA@bc.edu
Office Hours: Tuesday and Thursday - 1:00 - 2:00 p.m.
Wednesday - 1:00 - 2:30 p.m.
Or by appointment
Course Objective:
The major objective of this marketing course is to give the student a foundation for
applying the concepts and theories of services marketing. More specifically, by the end of
the semester you will have a framework for understanding the key issues of services
marketing, and the ability to define the nature of services and their marketing principles.
Particular attention will be paid to analyzing service encounters, the importance of
service quality and the development of relationships with customers.
Teaching Vehicles:
The course provides the student with a mix of critical analysis, application, and
communication. A great deal of the learning is expected to occur by participation. My
plans are to have a discussion (e.g., lecture, videos) and the discussion of assigned cases
relating to a particular topic. Additionally, your experiences in various service industries
can be a source of interesting and informative discussions (when they relate to the topic
being covered).
Case studies are valuable tools for applying marketing concepts and theories, as
well as allowing for critical evaluation of the various facets of the case and the discussion
that occurs. It is important to be prepared and actively involved in the discussions. The
cases will allow us to learn about various situations and predicaments that occur in
service industries. These are usually clearly defined and focused by the case-writer and/or
the preparation questions provided for each case.
The group project allows you to critically evaluate and compare two specific
products in a particular service industry, one that is failing (or not doing as well) and one
that is successful. After further evaluation you will be able to apply marketing concepts
and theories to identifying how the failing product can become successful and using your
knowledge, make recommendations.
Required Material:
Services Marketing, 3rd Ed., Christopher H. Lovelock, Englewood Cliffs, New
Jersey, Prentice Hall, 1995 (ON RESERVE IN LIBRARY)
Course packet (cases) in bookstore.
Grading:
Individual Written Case 1………XX%
Individual Written Case 2………XX%
Test……………………………..20%
Team Project……………………20%
Participation…………………….XX%
Individual Written Cases 1 & 2:
These are out-of-class individual case analyses. An assignment sheet will be given for
each case and it is expected that the analyses will be completed individually. More details
will be provided as we get closer to the dates. You get to select the percent weights for
these two assignments, within limits. Your percent weight selections must be turned into
me by the date of first case.
Team Project:
The project description, along with dates, is attached.
Participation:
Class participation is an important element of this course. Most of your learning will
depend on your participation and listening skills. The quality of your participation is very
important. Class participation will be judged on the basis of quality and consistency of
effort each week. Attendance is not participation. Occasional discussion with the
instructor can let you know the adequacy of your participation. The following questions
may help you achieve effective classroom participation:
– Do comments generate discussion, or do they tend to be ignored by others?
– Do others appear confused when the participant makes a point?
– Are others left with a "so-what" feeling or does the discussant reach a conclusion that
is clearly understood and appreciated?
– Do comments develop on evidence from the assignment, or do they just restate what
we all know?
– Are participants able to clarify important aspects of previous comments and relate
them to the problems and topics under discussion?
– Do comments distinguish between different kinds of data-fact, opinions, beliefs,
theory-in their construction?
You are expected to be prepared (actively involved) for every class. Since I frequently
call on individuals even when their hands are not raised, you should let me know before
the start of class if some emergency has made it impossible for you to be prepared
adequately for that class. Naturally, there are students who do not feel comfortable
participating verbally in the classroom. We should try to make the classroom atmosphere
as congenial as possible to assist all of your colleagues in the participation process.
Additionally, to assist all of us in putting our thoughts together after individual cases, I
will provide the last 5-8 minutes of class time at the conclusion of a case for each
studen3t to write, in a few sentences, what he/she learned from the case discussion. These
notes will be turned in and will account for 1/2 of your participation grade. (This won't be
possible if you do not attend that class period. In other words, you cannot learn from a
case discussion if you do not hear the case discussion.)
To ensure that all cases are read before class, a short quiz will be given periodically at the
start of class covering pertinent information in each case. This will also be part of your
participation grade.
Students are encouraged to meet regularly outside of class to discuss assignments (except
for individual ones) before scheduled class activity. Missed classes could affect
(severely) your performance in the class. There is no way to make up "missed"
participating opportunities (this includes learning notes). Again, however, you are able to
select the percent weight assigned to participating, within limits (no less than 10%).
Optional Final Case:
Some of you may be unhappy with the grade on your individual Case 1 or 2. If so, you
may opt to write a final case. I will then average the two grades (Case 1 or 2 and the final
case), with importance weight equal to whichever grade you are attempting to raise.
Team Term Project:
The term project is a 2-step project, done in teams of 4 people to be picked at random by
me. You will investigate the Marketing Strategy of two products within the same service
industry. One will be a success, the other a failure -- or not as successful as the first. After
analyzing the results of your research, you will report on both products, and make
recommendations/give reasons why the product failed and how it could have been saved
from failure -- in other words, write a new marketing plan for the failing product.
Product Selection
The products selected can be existing or new services belonging to a particular service
industry. The first part of the project involves a fairly in-depth look at the products
involved, while the second part involves the presentation of these marketing strategies for
your particular products.
Part I
Describe and evaluate each of your products' marketing strategies. For example, try to
Determine each firm's orientation toward the marketplace, each firm's corporate and
marketing strategies, analyze each company's micro and macro environments and
competition, and describe the service, price, distribution and communication strategies in
depth. Look closely at what each company has done, is doing, will be doing and
determine (to the best of your knowledge) its success or why it is not successful and/or
how to make it successful. The final phase should be to prepare a market plan. In other
words, you will discuss two marketing strategies and write a market plan for the failing
product.
Part ii
You will present your information, both written and orally, in a manner that you find
comfortable. It is not just a rehash of your marketing strategies.
Since there is a lot of "legwork" involved in this project, I suggest getting started
immediately. The sooner you get started on the project, the easier it will be to obtain
material from companies, interview key people, etc.
Assignments:
Date
Topics and Assignments
September 8
Intro., requirements of class, how to prepare cases
September 15
Video: Services Marketing
Understanding services, distinctive aspects of services marketing
Case: Sullivan's Auto World
September 22
Customer experience, strategic issues,
positioning a service in marketplace
Cases: Metrol Base, Singapore Airlines
September 29
Targeting customers & building
Relationship, divide class into groups.
Cases: EuroDisney, LoJack
HAND OUT CASE 1
October 6
CASE 1 DUE - Percentages due also
Speaker
October 13
Managing Demand
Cases: Willow Creek Community, church, Marriott's Rancho
October 20
Tools for services marketers
Creating & delivering services
Cases: PSI, patient Transfusion, Services lab
October 27
Adding value to core products with supplementary services,
Understanding costs & developing pricing strategies
Video: Customer Service
Cases: Habitat for Humanity, Inc., British Airways
HAND OUT CASE 2
November 3
CASE 2 DUE
Speaker
November 10
Communicating & promoting services, customer service
Globalizing services
Work on projects in groups in class.
November 17
Organizing & implementing MKT. Effort & globalization
Cases: The Warsaw Marriott
Xerox Corp.
November 24
NO CLASS - Thanksgiving Break
December 1
Presentations
December 8
Presentations
December 9 & 10
Study Days
December 16
900am FINAL
SERVICES MARKETING
Case Assignment
Sullivan's Auto World - September 15
Metrol Base and Singapore Airlines - September 22
EuroDisney and LoJack - September 29
Willow Creek Community Church and Marriott - October 13
PSI and Patient Transfusion Services - October 20
Habitat for Humanity and British Airways China - October 27
Warsaw Marriott and Xerox Corp. - November 17
See Case Summaries and Guide Questions for Discussion: