MKTG 380A – SERVICES MARKETING
Fall 2010
DEPARTMENTAL COURSE SYLLABUS
Instructor
Office
Office Hours
Phone
Fax
E-Mail
Moodle
: Ira Kaufman
: 339 Shewel Hall
: Monday and Wednesday 12:15 – 1:15 and by appointment.
: 434-544-8177
: 434-544-8639
: Kaufman@lynchburg.edu
: http://avion.lynchburg.edu/login/index.php
Texts
: Zeithaml, V.A, Bitner, M.J. & Gremler, D.D. (2009). Services Marketing:
Integrating Customer Focus Across the Firm (5th Ed.). Mc-Graw-Hill/Irwin
Time
: 11:00 – 11:50 M, W, F
Class/Room : SHWL 232
COURSE DESCRIPTION
MKTG 380 – SERVICES MARKETING (3)
Prerequisite: MKTG 309; This course examines dimensions of the services sector (e.g., banks,
educational institutions, hospitals, hotels, professional services, transportation companies),
including the structural differences between services and consumer/industrial products. It
explores service marketers’ difficulties in using traditional marketing concepts and focuses on
new marketing approaches for service sectors in the information age economy.
Course Objectives
Upon completion of the course students will have:
1. Acquired an understanding of the core differences between the marketing of services
and tangible goods;
2. Understood the challenges and advantages of effective relationship management;
3. Developed operating familiarity with managing a services provider in a highly competitive
environment.
SCHOOL OF BUSINESS AND ECONOMICS GOALS
This course, required for all business majors, assists the students in developing proficiencies in
the following School of Business and Economics program goals:
Goal 1: Communications; Goal 2: Critical Thinking; Goal 3: Environmental Change and Goal
4: Information Technology
GOALS FOR EACH STUDENT
1. Encourage you to think creatively and out of the box
2. Engage your passion and values in marketing a service
3. Think strategically, more comprehensively, about marketing challenges
MKTG 380 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 1 of 10
LYNCHBURG COLLEGE GOALS AND COURSE OBJECTIVES
Inquire: Frame questions about the market environment
Objectives:
Acquire an understanding of the core differences between the marketing of
services and tangible goods
Assignments:
Quizzes
Case Assignment
Marketing Alive Exercise
Explore: Investigate the market environment
Objectives:
Understood the challenges and advantages of effective relationship management
Assignments:
Marketing Strategy
Service Blueprint
Service Encounter Journal
Conclude:Make sense of the environment and its relationship to the company
Objectives:
Develop operating familiarity with managing a services provider in a highly competitive
environment
Assignments:
Marketing Strategy
Case Assignment
Persuade: Convince others that your offering is viable
Objectives:
Develop operating familiarity with managing a services provider in a highly competitive
environment
Assignments:
Service Blueprint
Marketing Strategy
Engage:
Objectives:
Develop operating familiarity with managing a services provider in a highly competitive
environment
Assignments:
Service Blueprint
Marketing Strategy
MOODLE COURSE
This course is a Moodle-supported course. All course information and updates will be posted
on the Moodle site dedicated to this course. It is the responsibility of the student to make sure
he/she remains current regarding any changes made to this course. All changes will be posted
on the Moodle site and an announcement will be posted notifying the student of said changes.
Through the use of Moodle students have access to class materials regardless of their presence
on campus or in class. Please make sure you regularly check the site for updates and changes.
MKTG 380 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 2 of 10
PEDAGOGY
This course uses a combination of lecture, demonstration, case study, and presentation formats
to provide students with multiple learning opportunities and point of view of the subject matter.
In marketing, especially the teaching of marketing, we understand that “one style” does not fit
everyone. Hence, I will intend to support your learning with multiple opportunities and
approaches to the subject matter. I believe learning can and should be fun!
EVALUATION
The participants in this course will be assigned a grade based on their performance on the
following items. Each marketing professor can vary the assessment criteria to reflect their
individual approach to the course. I also believe that students can be self–reflective and
evaluate their own progress and that of their peers. Individual and peer review will be
incorporated in the evaluation process. The following outlines the general assessment criteria
followed by your instructor’s criteria for this course.
Quizzes and Examinations
Each professor teaching MKTG 380 will employ a mix of quizzes and examinations as a
basis for evaluating student performance. General information about exams and
quizzes follows below:
On-line Quizzes: (10%) Prior to the discussion of new material in the classroom,
students will complete an online quiz. 10 quizzes will be posted on the Moodle
Site for this course. All quizzes must be completed at least one hour prior to
the beginning of the first class period in which the chapter will be
introduced and discussed. There will be no opportunities to make up online
quizzes.

Each quiz will be graded Pass (1 pt) ; Fail (0 pt); No show (-1 pt)
Exam: (20%) A final examination will be administered in this course. This exam
will be a case study; it is essay format and can include assigned readings, course
discussion and other related materials. The final exam is open book, cumulative,
individual, and in-class.
Projects and Assignments
Each MKTG 380 course will have a minimum of two writing assignments as specified by
the instructor. All written assignments are required to be on time and passed through
http://turnitin.com/ and the report included. Assignments without this report will not be
accepted. A late assignment of one day will reduced a one grade. Two days; reduced
two grades and so on.
Case Studies (15%) There will be three cases; each will be 5% or 5pts. For
each case the student will complete a Case Concept Map and Case
Reflections (to be provided). A Case Scoring Rubric will be provided.
Team Projects: (35%) There are two related projects: Service Blueprint and
a Service Marketing Strategy for a company or organization of your choice.
The team is comprised of 4-5 students. Team projects are comprised of four
elements. (Use chapter 9 (p. 264-274) and related readings)
MKTG 380 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 3 of 10
1. Outline- One page outline of team project including why this
company or organization will benefit from a Service Blueprint
and Integrated Marketing Strategy, team member tasks, and
outline of presentation
2. Service Blueprint (10%)- construct a detailed service
blueprint, accompanied by relevant photos/images, for a
particular service provider and present it to the class. The
assignment will also involve writing a short paper discussing
how the blueprint might be used to improve marketing and
operations in the organization. Details are provided in a
separate handout.
3. Written/Multi-media presentation/PowerPoint (15%) Details
are provided in a separate handout.
4. Oral presentation (10%)– 15-min
5. Peer evaluation – students will provide input into grade for
oral presentation (20%)
Exercises (10%) - two exercises that will clarify service marketing concepts
and be presented to the class
1. Service Encounter Journal Paper (5%) Each student records “journal”
entries concerning service encounters that he/she experiences during the
first few weeks of the semester. (A form will be provided for the journal
entries.) To complete this assignment students will, near the end of the
semester, write a paper analyzing their best and worst service encounter
experiences. Details are provided in a separate handout.
2. Marketing Alive#1 (5%) – Each student finds articles or video clips or
print ads or photo of a billboards or social media contests of a company
or organization that demonstrates one of the core service marketing
concepts. Your analysis will evaluate how well the organization did in
communicating the concept and suggest other alternative approaches.
You will hand in each example and present it in class (5 min maximum)
Class Participation (10%): Students have the opportunity to evaluate their own
contributions to the course and to assign themselves a class participation score. At the
end of the semester students will submit a 1-2 page paper as justification for the grade
they believe they deserve for. In this paper students are asked to explicitly state their
suggested percentage (from 0% to 10%) at the beginning of the paper and then
proceed to provide support for that recommended score. The due date for this paper is
December 13. If I do not receive a paper, I will assign a score of zero and assume that
adequately reflects your opinion about your participation.
In an attempt to provide some guidance for this paper, I have outlined components of the
class participation score. Students may use this criteria to determine their score for
class participation or develop (and explicitly state) their own criteria for their class
participation efforts.
MKTG 380 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 4 of 10
Class Participation Score
Typical Class Participation Criteria
Scale
Description
10%
An incredible leader in class discussion. Is completely prepared for every class
discussion and is able to answer every question posed by the instructor. Student
frequently initiates stimulating dialogue by asking thought-provoking questions
and regularly brings in outside material to class to illustrate application of course
concepts. Student is a role model for others in the class and always exhibits all
of the qualities of a good customer (student) as discussed the first week of class.
9%
An outstanding leader in class discussions. Always prepared for discussion of
chapter topics and assigned readings. A frequent initiator of class discussion.
Excels in interacting with classmates in a professional manner. Comments are
focused, integrative, demonstrate preparation, and indicate active listening.
Student continually exhibits the qualities of a good customer (student) as
discussed the first week of class.
8%
A consistent leader in class discussions. Almost always prepared to discuss
assigned topic in class. A regular initiator of class discussion. Interacts with
classmates in a professional manner. Comments demonstrate preparation and
indicate active listening. Consistently exhibits the qualities of a good customer
(student) as discussed the first week of class.
7%
Quality participation based on sound preparation. Regularly responds to
instructor’s comments and questions.
Also responds to comments of
classmates. Occasionally takes the lead in class discussion. Often volunteers
illustrations about the subjects being discussed. Regularly exhibits the qualities
of a good customer (student) as discussed the first week of class.
6%
Occasional contributions to class based on solid preparation. Occasionally
responds to the remarks of the instructor and/or classmates. Rarely volunteers
to begin a discussion. Generally exhibits the qualities of a good customer
(student) as discussed the first week of class.
5%
Seldom answers questions posed by the instructor. Responds to other students
in active learning assignments when required to do so. Occasionally exhibits the
qualities of a good customer (student).
4%
Answers questions from the instructor if explicitly asked. Otherwise, does not
take part in class discussions. Rarely exhibits the qualities of a good customer
(student) as discussed the first week of class.
3%
Shows up regularly to class but takes no part in classroom discussion. Seldom
exhibits any of the qualities of a good customer (student) as discussed the first
week of class.
0%
Completely avoids any attempt to contribute to classroom discussion.
(Seriously...would anyone who falls into this category actually take the time to
write a paper stating this?)
MKTG 380 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 5 of 10
The paper should explicitly state their suggested percentage (from 0% to 10%) at the
beginning of the paper and then proceed to provide support for that recommendation. Students
may find it beneficial to keep track of days/topics when they take an especially active leadership
role in class discussion and times when they conducted themselves in a professional manner.
Students should be fair and honest in their evaluation of their participation. Students who inflate
their class participation score are not likely to receive any “benefit of the doubt” if they are sitting
on the fence between two grades at the end of the semester—particularly if a significantly
inflated percentage has moved them into range of a higher course grade. (Thus, the instructor
reserves the right to adjust the final co-production grade if deemed necessary.)
Course Evaluation Components: The final grade for each participant in this course will be
based on his or her performance in this course in the following areas:
Assessment Process
Quizzes
Final exam
Points
10
20
Team Projects
Service Blueprint
Marketing Strategy– written
Oral presentation
10
15
10
Case Studies
Exercises
15
10
Class Participation
10
Total Points
100
Scale for Grades:
A+ 98%+
B+ 87-89.99% C+ 77-79.99% D+ 67-69.99%
A
93-97.99% B
83-86.99% C
73-76.99% D
63-66.99%
A- 90-92.99% B- 80-82.99% C- 70-72.99% D- 60-62.99%
Grades less than 60% are Fs.
Please refer to the Catalog and/or the Hornet for a description of grades.
ATTENDANCE
Attendance, while not required, is expected at all class sessions. Keep in mind that there is a
significant positive relationship between attendance, mastery of the material, and your score in
“class participation.” If you cannot attend a class or fulfill an assignment, you are required to let
the instructor know before the class via email or phone message.
SUBMISSION OF WORK
Assignments will ordinarily be submitted in hard copy form in class. You will be required to keep
a copy in case they get lost.
MKTG 380 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 6 of 10
All documents need to be presented in a professional manner including:

One inch margin top, bottom, sides, double-spaced, in 11-or 12-point type
(e.g., Arial, Times Roman)

uses headings, page numbers, footnotes, references, etc.

stapled, or otherwise bound together (not paper-clipped)

includes all required pieces of information

clearly specifies the student’s name and class section (and assignment name

paragraphs are appropriately formed, each with a topic sentence, and have
an appropriate length (e.g., are not a full page or more)

uses concise, clear writing, as well as proper spelling, grammar, punctuation,
etc. (you may find the book, The Elements of Style, helpful in improving your
writing skills)
In the event you cannot attend a class (because of illness, weather cancellation, or for any other
reason) where an assignment is due you must submit your work as a file attachment to an email message to the instructor. Attached files must have file names which make clear what
class the file is being submitted for, who submitted it, what the nature of the work is, and the
date. As example, a case study would have a file name like: MKTG 309B, Kaufman, Case
XXX, day/month/year. Electronic submissions must be received by the time the class period
(where they are due) would ordinarily begin.
CLASSROOM CONDUCT
You are expected to comply with the behavioral standards for learning environments as
described in the Hornet, specifically:
 Arriving on time.
 Being seated when it is time to begin and being attentive throughout.
 Refraining from engaging in conversations with others unless participating in group
activities.
 Using a courteous tone when speaking.
 Using appropriate language.
 Refraining from leaving the event while it is in progress (except for illness or with prior
approval).
 Treating others with respect.
 Refraining from eating.
 Drinks are ok; please clean up after you.
 Respecting the process of discussion and group activities.
 Leaving the facility in a neat and clean condition.
ACADEMIC DISHONESTY
Violations of the Honor Code will be dealt with harshly – at the very least, you will receive a
course grade of F. All individual assignments must be the student’s own work and not part of a
collaborative effort If you have any questions about whether or not something is acceptable,
e.g., collaborating on an assignment, please inquire. All written assignments are required to be
passed through http://turnitin.com/ and the report included. Sorry, no second chances here.
CELL PHONE POLICY
Students are expected to program their cell phones for silent notification while they are in class.
Cell phones may not be used for any purpose during class, exams or other forms of
assessment. TEXT MESSAGING IS NOT ALLOWED. The professor holds the right to
confiscate cell phones that are being used during class.
MKTG 380 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 7 of 10
CLASS BEHAVIOR
Students at LC maintain a very busy and full schedule and there are times when students get
into time crunch situations. Regardless of this situation it is inappropriate behavior to work on
course materials, read materials not related to this course, or be engaged in activities which are
distractive to the individual students or students around him or her. Any student involved in
such activities will be dismissed from the classroom and said materials may be confiscated.
MARKETING MATERIAL CAUTIONARY NOTE
There may be materials used or presented in this course which some may find offensive or
possibly derogatory in nature. These materials are being used to exemplify materials covered in
the text and are not meant to be taken offensively by the student or professor. As you will note
in the readings, the use of various materials by companies are used to gain attention or attract
the consumer to its product or advertisements. As we review materials from other countries, the
level of liberalism will vary greatly from that of the United States, both to the left and to the right.
SPECIAL ACCOMMODATIONS
Lynchburg College is committed to providing all students equal access to learning opportunities.
The Support Services Office, located on the second floor of Hall Campus Center in Academic &
Career Center, works with students who have disabilities to provide and/or arrange reasonable
accommodations. Students registered with Support Services, who have a letter requesting
accommodations, are encouraged to contact the instructor with their letter as soon as possible
each semester - accommodations are not retroactive. Students who have, or think they may
have, a disability (e.g., attentional, learning, vision, hearing, physical, or psychiatric) are invited
to contact the Support Services Coordinator for a confidential meeting. Call 434-544-8687 or email the Coordinator at Arnold.sm@lynchburg.edu. Additional information is available at the LC
Disability Support Services website: http://www.lynchburg.edu/disabilityservices.xml. Students
must request a new set of updated Accommodation Letters each semester. (Effective 8/10)
CONTACTING ME
There are a variety of ways to reach me outside of class. Messages can be left on my campus
voice mail, in my mailbox, or by E-mail, My preference is that you contact me by email. (And
yes, I do use text messaging but reserve that for family members only.)
My office hours are listed and are willing to make appointments. I prefer that you contact me at
the office where I keep my course materials and records. If you need to contact me during the
weekend or when not in the office, please email me and leave your needs and phone #. My
DROID is active 20/7; I will attempt to call or email you back.
FEEDBACK
I hope you will share your thoughts and reactions to the course as we go through the term.
Your feedback is important if I am to offer a course that will best meet your needs. I WILL
DEPEND UPON YOU to tell me what is working (and what is not). PLEASE do not be shy about
sharing your impressions, observations, and suggestions in a thoughtful manner.
MKTG 380 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 8 of 10
TENTATIVE OUTLINE MKTG 380, Section A Fall, 2010
(Note this outline will be adjusted based on the class progress and feedback)
Mtg.
1
2
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4
5
6
7
8
9
10
11
12
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16
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18
19
20
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25
26
27
28
29
F
M
W
F
M
W
F
M
W
F
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W
F
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W
F
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W
F
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W
F
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Date
8/27
8/30
9/1
9/3
9/6
9/8
9/10
9/13
9/15
9/17
9/20
9/22
9/24
9/27
9/29
10/1
10/4
10/6
10/8
10/11
10/13
10/15
10/18
10/20
10/22
10/25
10/27
10/29
11/1
11/3
30
F
11/5
31
M
11/8
32
33
34
W
F
M
35
36
Topic/Activity
Introduction to the Course
Foundation of Service Marketing
Foundation of Service Marketing
Case : Jyske Bank
Consumer Behavior for Services
Customer Expectations of Service
Tony Hseih / Jeff Bezos Video
Customer Perceptions of Service
Digital Marketing – Customer centric
Service Innovation and Design
Service Blue print
CASE 1; Hong Kong Disneyland
Team Work Day
Physical Evidence and the Servicescape
Service Encounter Journal sharing
Listening to Customers Through Research
Video
Marketing ALIVE #1 presentations
Building Customer Relationships
Service Recovery
Team Work Day
Mid Term Break
Marketing ALIVE #1 presentations
Case #2 :Jet Blue
Team Work Day
Employees’ Roles in Service Delivery
Customers’ Roles in Service Delivery
Marketing ALIVE #1 presentations
Guest Speaker
Delivering Service through Intermediaries
and Electronic Channels
Managing Demand and Capacity
Preparation
Chp. 1
Chp. 2
P 569
Chp. 3
Chp. 4
Readings
Chp. 5
Readings
Chp. 9
Readings
P649/readings
Quiz
Do/Turn In
Chp. 2
Chp. 3
Chp. 4
Chp. 5
Chp. 9
CASE 1: Disneyland
Chp. 11
Chp. 11
Chp 6
Chp 6
Chp 7
Chp 8
Chp 7
Chp 8
One pge team project
Marketing ALIVE #1
p609/readings
Chp 12
Chp 13
Chp 13
Service Blue print Draft
Chp. 14
Chp. 14
Chp. 15
Chp. 15
Chp. 16
Chp. 16
11/10
11/12
11/15
Integrated Service Marketing
Communications
Social Media Marketing
CASE #3 – Shouldice Hospital Limited
Guest Speaker
11/17
11/19
11/22
11/24
11/26
11/29
12/1
12/3
12/6
12/8
12/10
12/13
Pricing of Services
Team Work Day
Thanksgiving Holiday
Thanksgiving Holiday
Thanksgiving Holiday
Financial and Economic impact of Service
Team Work Day
Service Journal Presentations
Service Journal Presentations
Marketing Strategy Presentations
Marketing Plan Presentations
Review DAY
Chp 17
Chp 17
37
38
39
40
41
42
43
W
F
M
W
F
M
W
F
M
W
F
M
Chp 18
Chp 18
44
W
2/15
Final Exam – Case Study
Readings
p637
CASE #3 – Shouldice
Service Journal Paper
Final Marketing Plan
Class Participation Score
MKTG 380 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 9 of 10
MKTG 380 – PRINCIPLES OF MARKETING DEPARTMENTAL COURSE SYLLABUS- Page 10 of 10