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ST. FRANCIS XAVIER UNIVERSITY BSAD 431 SERVICES MARKETING September 2011 AL/LA Schwartz 156 INSTRUCTOR: CONTACT: Dr. Thomas D. Mahaffey Schwartz 369, 867-2258 and 867-2167 (Administrative Assistant) [email protected] http://people.stfx.ca/tmahaffe/ Office hours: Mon 1-4, Wed 9-12, Fri 9-12 COURSE OBJECTIVES/METHODS: The course is intended to augment the coverage of traditional marketing courses, which are based primarily on tangible goods, instead of intangible services. Intangible services include transportation services such as air, rail and bus; accommodations; tourism; entertainment; education; consulting; financial advice and banking; insurance; personal care such as health care, as well as a wide variety of other services. Problems unique to marketing services---such as an inability to inventory supply, difficulty in coordinating supply and demand and difficulty in ensuring quality---will all be addressed. The importance of services is reflected in the fact that the service sector now accounts for the majority of jobs in Canada. In addition, services are interdisciplinary. That is, to effectively manage a service, one must be more than a marketer, one must also be a good operations person and organizational expert. Although no explicit effort has been made to provide balanced coverage across the profit and non-profit spectrum, students will find material from both. An overarching objective of the course is to improve students' abilities in marketing management. More specifically: achieve a working knowledge of the concepts and frameworks of services marketing; acquire greater skill in identifying and analysing situations faced by managers in service industries and finally; improve communications skills. Specific objectives for the course include: Understand the unique challenges involved in marketing and managing services Identify differences between marketing in service versus manufacturing organizations and understand how “service” can be a competitive advantage in manufacturing organizations, too. Identify and analyze the various components of the “services marketing mix” as well as the key issues required in managing service quality. Develop an understanding of, and ability to use, theoretical models to help diagnose and prevent service failures. Appreciate the role of employees (and especially customers) in service delivery, customer satisfaction and service recovery. In fact, the role of customers is central to most services. Appreciate other key issues in service businesses, such as managing supply and demand, the overlap in marketing/operations/human resource systems and relationship management. Build upon important workplace skills (cooperation, teamwork, meeting deadlines, report writing) through active learning activities and other classroom exercises. COURSE MATERIALS Lovelock, Christopher, Jochen Wirtz and Patricia Chew (2009). Essentials of Services Marketing. Pearson Prentice Hall, Singapore. PERFORMANCE EVALUATION Examination: Mid Term Exam End of Term Exam 20 30 Service Encounter Journal Assignment Company Complaint Letter/Response Analysis 10 5 Assignments: Participation/Attendance: Major Assignment: (Teams of two to three)* Case or New Product Dev or Blueprint or/Co-production 10 25 *A grade of 50% must be achieved on individual work for the team project to count. The date and time of the final examination for this course is set by the University Registrar. All students are required to write the exam at this time.