Syllabus for
Services Marketing MAR 5330-001
Spring, 2011
Instructor: Michael Richarme, Ph.D.
Email Address (preferred contact method): richarme@uta.edu
Class Web-Site URL: www.uta.edu/faculty/richarme/ (contains this
syllabus, course schedule, PowerPoint slides, required article readings, etc.
Office Number: COBA 629
Office Telephone Number: Cell 817-797-5294
Office Hours: By appointment
Course Number, Section Number, and Course Title: MAR 5330-001, ID
22987
Time and Place of Class Meetings: Tuesdays and Thursdays, 6:00 – 9:20
p.m. at the UTA Fort Worth Santa Fe campus. Due to the nature of the class
schedule, each evening of class will be divided into halves, with a short
midpoint break. Room 111.
Description of Course Content: Addresses marketing theory and
applications in health care, financial, and other service industries. Focus is
on solving marketing problems unique to service organizations. Prerequisite:
MARK 5311 or admission in HCAD program.
Student Learning Outcomes:
The student will be able to:
• Gain an understanding of the distinct challenges faced by the
managers of service firms compared to goods firms
• Gain an insight into the customer evaluation process for services
• Understand and utilize techniques and frameworks that allow
management of processes in service firms more effectively
• Compare the distinct problems faced when moving across service
industries
Requirements: Prerequisite is successful completion of MARK 5311 or
enrollment in HCAD program. Concurrent enrollment with the prerequisite
Marketing course is not recommended.
Required Textbooks and Other Course Materials:
Textbook: Zeithaml, Valarie A, Mary Jo Bitner and Dwayne D. Gremler,
Services Marketing, 5th Ed.
Case #1: University Health Services: Walk-In Clinic.
Case #2: Shouldice Hospital, in the Zeithaml text
You can either obtain these cases from UTA Interlibrary Loan for free or
purchase them for $3.95 each from Harvard Business School. It takes UTA a
few days to deliver them. HBSP is instant download. For HBSP, use this
link: http://cb.hbsp.harvard.edu/cb/access/7741031 The HBSP site also has a note on
Service Mapping which might be helpful for the project, but it is also $3.95 (and also available
through UTA Interlibrary Loan for free).
Article 1. Bendapudi, Neeli and Robert P. Leone (2003), “Psychological
Implications of Customer Participation in Co-Production,” Journal of
Marketing, 67(1), 14-28.
Article 2. Shostack, G. Lynn (1987), “Service Positioning Through Structural
Change,” Journal of Marketing, 51(1), 34-43.
Article 3. Marmorstein, Howard, Joanne Rossomme, and Dan Sarel (2003),
“Unleashing the Power of Yield Management in the Internet Era:
Opportunities and Challenges,” California Management Review, 45(3), 47167.
Course Format: The class will utilize a variety of pedagogical techniques to
foster a positive learning environment. To maximize learning, students
MUST read the assigned material prior to class discussions. The ability to
learn the material and grades will significantly depend on your
understanding of the assigned readings. Class lectures will utilize a
combination of the lecture method and the Socratic method of questioning to
foster discussions.
Course Components
There will be two exams, two case write-ups, two pop-quizzes, an individual
project, and class participation.
Exams: The exams will be multiple choice, true/false, and brief answer. A
clean, uncrumpled Scantron Form 882-E and a #2 pencil will be required for
each of the exams. The exams are not cumulative, and will only cover the
material from the chapters in the class schedule, case write-ups, class
discussions, and the supplemental readings. The exams will only be given
on the days specified in the syllabus schedule; a missed exam can be made
up with the permission of the instructor on the next exam date, though that
means the student will take two simultaneous exams during the time
allotted for one. A valid and documented reason for missing the exam will
be required in advance of the exam date.
Case write-ups: There will be two major cases discussed in class. Prior to
the discussion, each student should prepare a cogent and succinct (no more
than 2 pages, typewritten) analysis of the case. The analysis should 1)
clearly state the problem in the context of course materials, 2) describe any
key assumptions that are being made in the case, 3) identify alternative
course of action for solving the problem, and 4) recommend the best course
of action, clearly providing your reasoning for this recommendation. The
cases will be discussed in class on the date that the write-ups are due. No
late submissions will be accepted. Each student should be prepared to
discuss their case write-up in the subsequent class discussion.
Pop quizzes: There will be two brief pop quizzes. These can be at the
beginning, middle, or end of class. There will be no make-up pop quizzes.
Typically the pop-quizzes will cover the text material for that day’s class, so
reading the text in advance of the class lecture is recommended.
Individual Project:
• Select a Dallas-Fort Worth-area services organization. The
organization must be a for-profit firm with at least 50 full-time
employees. For the purposes of this project, health care facilities
(hospitals, hospices, etc.) are classified as for-profit.
• Learn all you can about this service and the company that offers it.
You can go to the company’s web site, to industry web sites, and other
sources to learn about this company and service (and its competitors).
• After you have learned about this service and the company that makes
it, identify and document one major service process utilized by that
company in the delivery of its services to its customers, using a
service blueprint. Use the service blueprint concepts to redesign this
service or change it in some way that you feel would be helpful to the
business.
• Prepare a professional report (between 10-20 pages, double spaced,
typed) with the documented service process described in step 3. Both
the current and redesigned service blueprints should be incorporated
into a report for that company. You should be very clear as to the
changes you are suggesting, the rationale for making those changes,
any assumptions or budgetary considerations that may be required,
and any other ramifications of implementing the new process in that
company.
• It must be typed – handwritten submissions are not accepted.
INCLUDE AN EXECUTIVE SUMMARY AT THE FRONT OF THE PAPER,
DESCRIBING HIGHLIGHTS OF EACH SECTION. THIS EXECUTIVE
SUMMARY SHOULD BE NO LONGER THAN ONE PAGE, DOUBLE
SPACED. I will be looking for critical thinking, and how realistically
you applied the class lessons to the development of your project.
Pretend you are a business person and this is a report you are giving
to your boss – write clearly, convincingly, with support for your claims
and assertions, and emphasize key points. Writing style and grammar
will be considered in the grading of the report, just as they will be in
the real world. Support your conclusions and provide your research
references. Any plagiarism will result in an automatic failure of the
student from the course.
• There is no need for fancy bindings or fancy covers – I am most
interested in the report content. However, please staple all your
pieces of paper together into one single report.
• Feel free to email me with any questions about the project well in
advance of the due date, so you have time to implement any
necessary changes. I will NOT review your projects before they are
turned in “to make sure you are on the right track,” but will offer
answers and suggestions to specific questions.
Grading Policy: Your course grade is determined objectively from a
combination of the exams, individual assignments, and group projects.
Class participation and overall respect for the course are the best options for
enhancing your grade. Each grade element is as follows:
Exam #1 (Chapters 1-8)
Exam #2 (Chapters 9-18)
Case write-up (2 @ 25 points each)
Pop quizzes (2 @ 25 points each)
Individual project
TOTAL
100
100
50
50
100
400
Each of these elements is described in detail in the syllabus. If the
requirements for this class are unclear, it is your responsibility to remedy
the situation through an appointment with the instructor. Class time will be
devoted to discussion of the critical topics. You are strongly encouraged to
monitor your grades regularly to make sure that the scores for your
assignments are posted correctly. DO NOT WAIT UNTIL THE END OF
THE SEMESTER TO MAKE CORRECTIONS. Tracking your scores should
also help you to adjust your effort, if you are expecting a particular grade
from this course. Grades will not be “curved.”
Percent of Points
90-100
80-89
70-79
60-69
Below 60
Grade
A
B
C
D
F
Class Participation: The instructor can award participation points at his
discretion. These are in recognition of students who are prepared to discuss
the class materials and offer salient commentary. A student who does not
attend class or arrives late to class or leaves class early is not eligible for
that day’s participation points. Attendance is not mandatory, but is highly
recommended, as a significant portion of the test material comes from class
discussion.
Class Schedule
Date
Content
Activity Due
January 18
Introduction
Go over syllabus
Chapters 1, 2
January 20
Chapters 3, 4
Article 1 discussion
January 25
Chapters 5, 6
Case analysis handout
January 27
Chapters 7, 8
Case Writeup –
University Health case
University Health
discussion
Services
February 1
EXAM #1
February 3
Chapter 9
Article 2 discussion
February 8
Chapters 10, 11
February 10
Chapters 12, 13
February 15
Chapters 14, 15
Article 3 discussion
February 17
Chapters 16, 17
Case Writeup Shouldice
February 22
Chapter 18
TURN IN PROJECT
Shouldice case
discussion
February 24
Final Exam review
March 1
EXAM #2
Professionalism and Attendance: A climate of cooperation should
permeate this course. However, for cooperation to be effective there has to
be an atmosphere of mutual respect. Professionalism is reflected in
appropriate class behaviors, work ethics, and adequate completion of the
course assignments. Professionalism will go a long way in establishing
respect, from fellow students and the instructor.
Due to the interactive nature of this class, attendance for the entire class
period is crucial to success. Material missed due to class absence is your
responsibility. Due dates on assignments are printed in the syllabus. There
will be no make-ups on missed class work. If you are not in class, you
cannot earn points. “Letting me know” that you will not be able to attend
class does not exempt you from turning in written assignments. Missing
class can and will have grade consequences.
You are expected to offer salient comments during class and be prepared to
answer questions. If you are absent due to illness or documented
extenuating circumstances, you are required to submit a summary (2 pages
double spaced) covering the main points in the chapter missed or provide
answers to the questions from the chapters (check with the instructor). You
need to make such arrangements prior to the next class period.
Drop Policy:
Effective Fall 2006, adds and drops may be made through late registration
either on the Web at MyMav or in person in the academic department
offering the course. Drops may continue in person until a point in time twothirds of the way through the semester, session, or term. Students are
responsible for adhering to the following regulations concerning adds and
drops.
• A student may not add a course after the end of the late registration
period.
• No grade is posted if a student drops a course before 5:00 p.m. CST
on the Census Date of that semester/term.
• A student entering the University for the first time in Fall 2006, or
thereafter, may accrue no more than a total of 15 semester credithours of coursework with a grade of W during his or her enrollment at
the University.
• A student may drop a course with a grade of "W" until the two-thirds
point of the semester, session, or course offering period. A student
may drop a course after that point only upon approval of the
appropriate official.
• Exceptions to this policy may be entertained because of extraordinary
non-academic circumstances. Under such circumstances, approval
must be received from the instructor, department chair, dean, and the
Office of the Provost.
Americans With Disabilities Act:
The University of Texas at Arlington is on record as being committed to both
the spirit and letter of federal equal opportunity legislation; reference Public
Law 92-112 - The Rehabilitation Act of 1973 as amended. With the passage
of federal legislation entitled Americans with Disabilities Act (ADA), pursuant
to section 504 of the Rehabilitation Act, there is renewed focus on providing
this population with the same opportunities enjoyed by all citizens.
As a faculty member, I am required by law to provide "reasonable
accommodations" to students with disabilities, so as not to discriminate on
the basis of that disability. Student responsibility primarily rests with
informing faculty of their need for accommodation and in providing
authorized documentation through designated administrative
channels. Information regarding specific diagnostic criteria and policies for
obtaining academic accommodations can be found at
www.uta.edu/disability. Also, you may visit the Office for Students with
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It is the philosophy of The University of Texas at Arlington that academic
dishonesty is a completely unacceptable mode of conduct and will not be
tolerated in any form. All persons involved in academic dishonesty will be
disciplined in accordance with University regulations and procedures.
Discipline may include suspension or expulsion from the University.
"Scholastic dishonesty includes but is not limited to cheating, plagiarism,
collusion, the submission for credit of any work or materials that are
attributable in whole or in part to another person, taking an examination for
another person, any act designed to give unfair advantage to a student or
the attempt to commit such acts." (Regents’ Rules and Regulations, Series
50101, Section 2.2)
Student Support Services Available:
The University of Texas at Arlington supports a variety of student success
programs to help you connect with the University and achieve academic
success. These programs include learning assistance, developmental
education, advising and mentoring, admission and transition, and federally
funded programs. Students requiring assistance academically, personally, or
socially should contact the Office of Student Success Programs at 817-2726107 for more information and appropriate referrals.
Business Week:
Specifics of Spring 2011 Business Week are starting to be determined; some
aspects of the week will be different from recent years. Please review the
following:
1. The theme or focus of Business Week will be business ethics; this can
include corporate social responsibility, sustainability, and other related
aspects of effectively managing the business enterprise.
2. Although somewhat late in semester, Business Week will be April 1115.
3. In recent years the dates for Business Week have been set in accordance
with the availability of our key note speaker for the executive dinner
scheduled during Business Week. This year’s featured executive is Ed
Whitacre, recent CEO and current board chair of General Motors. The
executive dinner is scheduled for April 27, 2011. We realize Business Week
is separated by two weeks from the executive dinner, but we did not want
Business Week to be the last week of April, or the week immediately
preceding Dead Week.
Final Review Week:
A period of five class days prior to the first day of final examinations in the
long sessions shall be designated as Final Review Week. The purpose of this
week is to allow students sufficient time to prepare for final examinations.
During this week, there shall be no scheduled activities such as required field
trips or performances; and no instructor shall assign any themes, research
problems or exercises of similar scope that have a completion date during or
following this week unless specified in the class syllabi. During Final Review
Week, an instructor shall not give any examinations constituting 10% or
more of the final grade, except makeup tests and laboratory examinations.
In addition, no instructor shall give any portion of the final examination
during Final Review Week. Classes are held as scheduled during this week
and lectures and presentations may be given.
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The University of Texas at Arlington has adopted the University email
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use of email, UT-Arlington is able to provide students with relevant and
timely information, designed to facilitate student success. In particular,
important information concerning registration, financial aid, payment of bills,
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Grade Grievance Policy: Refer to the University of Texas at Arlington
Graduate Catalog.