WINONA STATE UNIVERSITY
PROPOSAL FOR NEW COURSES
Department _____Marketing____________________________________
Date
September 1, 2005
Refer to Regulation 3-4, Policy for Changing the Curriculum, for complete information on submitting proposals for curricular
changes.
_______336____________
Course No.
_________Services Marketing____________
Course Name
This proposal is for a(n)
___xx_ Undergraduate Course
________3____
Credits
______ Graduate Course
Applies to:
__xx__ Major
_____ Required
__xx_ Elective
Prerequisites
MKTG 322 Marketing Com I, MKTG 332 Market Analysis & MKTG 334 Marketing Research
Grading method __xx__ Grade only
__xx__ Minor
_____ Required
__xx_ Elective
______P/NC only
______ University Studies*
___xx_ Not for USP
______ Grade and P/NC Option
Frequency of offering _____once or twice per year_______
*For University Studies Program course approval, the form Proposal for University Studies Courses must also be completed and
submitted according to the instructions on that form.
Provide the following information:
A.
Course Description
1.
2.
3.
4.
5.
6.
B.
Rationale
1.
2.
3.
C.
Catalog description.
Course outline of the major topics and subtopics (minimum of two-level outline).
Instructional methods utilized. Please indicate the contributions of lectures, laboratories, web-based materials, internships,
and other instructional methods to this course.
Course requirements (papers, lab work, projects, etc.) and means of evaluation.
Course materials (textbook(s), articles, etc.).
List of references.
Statement of the major focus and objectives of the course.
Specify how this new course contributes to the departmental curriculum.
Indicate any course(s) which may be dropped if this course is approved.
Impact of this Course on other Departments, Programs, Majors, or Minors
1.
2.
Does this course increase or decrease the total credits required by a major or minor of any other department? If so, which
department(s)?
List the department(s), if any, which have been consulted about this proposal.
Attach a Financial and Staffing Data Sheet.
Attach an Approval Form with appropriate signatures.
Department Contact Person for this Proposal:
____Russell Smith__________________________________
Name (please print)
__7-5506________
Phone
____rsmith@winona.edu__________
e-mail address
A.
Course Description
7. Catalog description.
336 - Services Marketing – 3 S.H.
This course examines how services can be developed and marketed to increase customer satisfaction and retention in order to
extend an organization’s sustainable competitive advantage. Topics will include the measurement and management of service
quality, service recovery, linking customer measurement to performance, customer and employee roles in service delivery, as
well as how standard marketing topics such as pricing and promotion apply to services. Prerequisite: For marketing majors and
minors, grade of “C” or better in MKTG 322, 332 and 334; for non-marketing majors and minors, instructor’s consent.
Course outline of the major topics and subtopics (minimum of two-level outline).
a.
Introduction to Services
i. Nature of services
ii. Service industries in the economy
b. Consumer Behavior & Services
i. Customer Satisfaction
ii. Customer Expectations
iii. Customer Perceptions of Services
c. Services Management
i. Research
1. Qualitative
2. Quantitative
ii. Customer-Defined Standards
1. Development and Design of Services
a. Service Blueprinting
2. Employee’s Roles
3. Customer Roles
iii. Strategy
1. Pricing
2. Promotion
3. Intermediaries
8. Instructional methods utilized. Please indicate the contributions of lectures, laboratories, web-based
materials, internships, and other instructional methods to this course.
a.
b.
c.
d.
Lectures – 35%
Readings – 35%
Field Projects or Case Studies – 20%
Discussion – 10%
9. Course requirements (papers, lab work, projects, etc.) and means of evaluation.
a.
b.
Lecture and readings will be evaluated through objective exams
Field projects & Case Studies will be evaluated with research reports and written papers.
10. Course materials (textbook(s), articles, etc.).
Textbook Examples:

Zeithaml, Bitner, and Gremler (2005) Services Marketing; Integrating Customer Focus Across the
Firm, 4th edition; McGraw-Hill Irwin.

Lovelock and Wirtz (2004) Services Marketing, 4th edition; Prentice Hall

Clow and Kurtz (2003) Services Marketing: Operations, Management and Strategy; Atomic Dog
Publishing Inc.
11. List of references.
Anderson, E.W. and V. Mittal (2000), “Strengthening the Satisfaction-Profit Chain,” Journal of Service Research, 3,
November, pp 107-20.
Bitner, M.J. (1990), “Evaluating Service Encounters: The Effects of Physical Surrounding and Employee Responses,”
Journal of Marketing, 54, April, pp 69-82.
Bitner, M.J., B.H. Booms, and M.S. Tetreault, (1990), “The Service Encounter: Diagnosing Favorable and
Unfavorable Incidents,” Journal of Marketing, 54, January, pp 71-84.
Booms, B. H. and M. J. Bitner, (1981) “Marketing Strategies and Organizational Structures for Service Firms,” in
Marketing of Services, ed. J. H. Donnelly and W. R. George; Chicago: American Marketing Association, pp 47-51.
Cadotte, E. R., R.B. Woodruff, and R. L. Jenkins, (1987) “Expectations and Norms in Models of Consumer
Satisfaction,” Journal of Marketing Research, 14, August, pp 353-64.
Desiraji, R. and S.M. Shugan (1999), “Strategic Service Pricing and Yield Management,” Journal of Marketing, 63,
January, pp 44-56.
Dondsthu, N. and B. Yoo, (1998), “Cultural Influences on Service Quality Expectations,” Journal of Service
Research, 1, November, pp 178-86.
Flieb, S. and M. Kleinaltenkamp, (2001) “Blueprinting the Service Company: Managing Service Processes
Efficiently,” Journal of Business Research, 57, 2, pp 392-404.
Froehle, C.M., A.V. Roth, R.B. Chase, and C.A. Voss (2000), “Antecedents of New Service Development
Effectiveness,” Journal of Service Research, 3, August, pp 3-17.
Gardner, M. P. (1985), “Mood States and Consumer Behavior: A Critical Review,” Journal of Consumer Research,
12, December, pp 281-300.
Heskett, J. L., T. O. Jones, G. W. Loveman, and W. E. Sasser, (1994) “Putting the Service-Profit Chain to Work,”
Harvard Business Review, March, 164-74.
Kennedy, K. N., F. G. Lassk, and J. R. Goolsby (2002), “Customer Mind-Set of Employees throughout the
Organization,” Journal of Academy of Marketing Science, 30, Spring, pp 159-71.
Legg, D. and J. Baker (1987) “Advertising Strategies for Service Firms,“ in Add Value to Your Service, ed. C.
Suprenant; Chicago: American Marketing Association, pp 98-116.
Martin, C. L. and C. A. Pranter, (1989) “Compatibility Management: Customer-to-Customer Relationships in Service
Environments,” Journal of Services Marketing, 3, Summer, pp13– 24.
5. List of references con’d
Parasuraman, A., L.L. Berry, and V.A Zeithaml (1990), “Guidelines for Conducting Service Quality Research,”
Marketing Research, December, pp 34-44.
Rust, R.T. and R.L. Oliver (2000), “Should We Delight the Customer?” Journal of the Academy of Marketing
Science, 28, Winter, pp 86-94.
Vargo, S. L. and R. F. Lusch, (2004) “The Four Service Marketing Myths,” Journal of Service Research 6, May, pp
324-35.
Zeithaml, V.A., L.L. Berry and A. Parasuraman (1993), “The Nature and Determinants of Customer Expectations of
Service,” Journal of the Academy of Marketing Science, 1, Winter,
pp 1-12.
B.
Rationale
4. Statement of the major focus and objectives of the course.
One objective of this course is to better prepare students for career opportunities in an economy that has a rapidly growing
service sector. Another objective is to provide those students who plan to pursue graduate work with a basic theoretical understanding
of services and services marketing. The course will focus on the role of marketing in service-based organizations and examine how
service marketing makes product-based organizations more competitive by augmenting product offerings. Students will learn to apply
basic marketing concepts and principles to services. The course will also examine the relevancy of consumer behaviors to services
and consider how organizations can develop service strategies while evaluating and improving service performance.
5.
Specify how this new course contributes to the departmental curriculum.
This course will be offered as a marketing elective. It will contribute to departmental curriculum by filling a void in the
Marketing Department’s current course offering regarding the important field of services marketing. This topic is relevant to those
students who are developing a specialization in sales, marketing research, and marketing management. The course will also
supplement topics covered in the Marketing Department’s core curriculum and expand student’s understanding of basic marketing
principles by demonstrating their application within a more specific context.
6. Indicate any course(s) which may be dropped if this course is approved.
Tourism Marketing (Mktg 335) will be offered less frequently and may eventually be dropped from the Marketing
Department’s curriculum altogether with the addition of this course.
C.
Impact of this Course on other Departments, Programs, Majors, or Minors
3. Does this course increase or decrease the total credits required by a major or minor of any other
department? If so, which department(s)?
No.
2. List the department(s), if any, which have been consulted about this proposal.
Department of Physical Education and Recreation (PER) has been contacted.
Tourism Marketing (Mktg 335) is currently part of the course requirements in the Adventure Tourism Minor (ADVT), offered
by the Department of PER. PER has been informed that Services Marketing is a new course that will be offered in lieu of Tourism
Marketing. They have agreed to revise the Adventure Tourism Minor to substitute Services Marketing for Tourism Marketing.
WINONA STATE UNIVERSITY
FINANCIAL AND STAFFING DATA SHEET
Course or Program____Marketing 336_________
Include a Financial and Staffing Data Sheet with any proposal for a new course, new program, or revised program.
Please answer the following questions completely. Provide supporting data.
1.
Would this course or program be taught with existing staff or with new or additional staff? If this course would be taught by
adjunct faculty, include a rationale.
This course will be taught with existing staff. Approval of this course will not change the total number of courses offered per year.
2.
What impact would approval of this course/program have on current course offerings? Please discuss number of sections of
current offerings, dropping of courses, etc.
This course is an elective and will be offered instead of Tourism Marketing, which is currently taught one time per year. Approval of
this course will not change program requirements, nor does it affect any pre-requisites.
3.
What effect would approval of this course/program have on the department supplies? Include data to support expenditures for
staffing, equipment, supplies, instructional resources, etc.
No Impact.