Retail and Service Marketing
MARK 4303 – 001
Spring 2011
Mon. /Wed. 7:00 P.M. – 8:20 P.M.
Instructor:Linda WilsonOffice: COBA 629
Phone: 817-272-3016 or 817-272-2876Email:
Classroom: COBA 256
Office Hours: Mon./Wed., 4:45 p.m. – 5:15 p.m.
Course Description: (3-0) 3 hours credit - The role of retailing and services in our economic system will be discussed with emphasis on the understanding of the unique characteristics of services.Much emphasis will be placed on creating service marketing strategies that solve service marketing problems.Prerequisite: MARK 3321.
Course Objectives: Developing an understanding of the unique challenges involved in marketing and managing services.
- Identifying differences between the marketing of services and the marketing of manufactured goods.
- Identifying and analyzing the various components of the “services marketing mix.” This includes the traditional 4Ps plus the physical environment, processes, and the people involved in service transactions.
- Understanding and discussing key issues concerning the managing and measuring of service quality and customer satisfaction.
- Appreciating the intertwined role of service personnel and customers with respect to service delivery, service failures, and service recovery issues.
- Building important workplace skills (e.g., cooperation, teamwork, meeting deadlines, report writing) through team projects and cooperative learning activities.
- Becoming better, more aware, and maybe less naive, service consumers.
Textbook (Required): Zeithaml, Bitner, and Gremler,Services Marketing: Integrating Customer Focus Across the Firm, McGraw-Hill Irwin, 5th Edition, 2009, ISBN 978-0-07-338093-3.
Classroom Method: Several teaching methods including, but not limited to, lecture, class discussion, DVDs, case studies, and group activities are combined to achieve the course objective of providing students with a workable understanding of retail and service marketing.
What Students Are Expected To Do: Active participation is critical for an optimum learning experience. Prior to coming to class, students will be expected to know the subject and content of scheduled material in order to participate in class discussions/activities. Preparation for class includes a thorough reading of the scheduled material and completed assignments. I will endeavor to cover the major areas from the assigned readings for class, but ultimately it is your responsibility to read the material. Class lectures will also cover information that is supplemental to that found in the text. Any material covered in assigned readings, lectures, or DVDs shown in class may be included on exams. Please note that DVDs shown in class will not be available for later viewing. Make sure you bring your textbook to each class since it will be used in class activities.
Student Classroom Behavior: Each class session is a formal meeting. Students are not to engage in any behavior that interferes with the right of other students to learn. Behaviors such as, but not limited to, personal conversations, reading newspapers, and preparing for other courses are not acceptable and shall not be permitted. Students engaging in such behaviors may be asked to leave class and will not be allowed to return until the next class session. No cell phone use, or other personal electronic devices use, will be permitted in ANY manner. This includes talking on the phone and text messaging. Turn off your cell phone, put it away and don’t take it out/look at it during class. Use of cell phone during class may result in loss of participation points. Laptop use is permitted for MARK 4303 purposes only.
Attendance: Each student is expected to attend each class session, be punctual, remain for the entire class session, and be prepared to actively participate in class discussion. Class starts at 7:00 P.M. Tardiness is NOT acceptable behavior. Occasionally, we all run a bit late, but continually being late is disrespectful to others in the class. Some class periods you will earn your participation points by signing the attendance sheet. If you are not in your seat when the attendance sheet is passed around, you will lose out on your participation points for the class – so be sure that you are on time for class. Class attendance is strongly encouraged, as material covered in class may not necessarily be found in your textbook. Students are responsible for all the material presented during their absence.
Exams (300 points – 100 points per exam): There will be three exams during the semester. Exams might be multiple choice, short answer and/or essay question format and may include some case study or DVD scenario questions in addition to any material covered in the chapters and/or class discussions. Be sure to turn off your cell phone because if it rings or vibrates your exam will be taken from you and you will NOT be allowed to complete it. All backpacks and book bags must be closed and not opened during the exam.
Students entering an exam period after any student has completed the exam will not be allowed to take the exam. No make-up exams will be administered without complete documentation of a university approved excuse AND prior permission from instructor. Make-up exams will be given only after University approved excuses are documented and provided on the day thestudent returns to class. Missing a scheduled exam for an unexcused reason will result in a zero recorded for that exam. No exceptions. If permission is given for a make-up exam, it will be administered during the department designated make-up exam dates. The time and date of the approved make-up exam will depend on which exam is being taken.
Participation Points (65points): The classroom provides an opportunity for you to develop abilities in communicating with others about your ideas and approaches for dealing with business, and specifically, marketing situations and decisions. In your business career, you will spend much time pitching (marketing) ideas to others- regardless of the specific career area you pursue. The potential of this opportunity is fully realized if you make meaningful contributions to the course in class discussions and debate.
Class participation points will be given for in-class exercises only. If a student is not present during class participation exercises, the work cannot be made up at another time. You must be present to get class participation points. The idea behind this is to provide you with the opportunity to demonstrate your preparedness and to develop abilities in communicating with others your ideas and approaches for dealing with marketing management problems. Be prepared to answer the discussion questions at the end of the chapters. Incompre-hensible ramblings or just reading from the book will get a zero for class participation. If participation points are given for signing the attendance sheet, you must be present for the entire class. Participation points (15) will be earned for evaluating your peers’ presentations at the end of the semester.
Service Encounter Journal and Analysis (50 points):
Part 1- This assignment gives you an opportunity to analyze a series of service encounters. From the large number of service interactions that you have each week with various organizations, you are to select six encounters that YOU personally experience during the first half of the semester. These encounters should be memorable or noteworthy to you, and they should reflect both positive and negative service experiences from your point of view. The experiences that you select should be impactful enough to allow you to illustrate various principles inherent in service delivery. You should make as many copies of the attached Service Encounter Journal form as you need (see last page of syllabus). Complete a form whenever you experience a noteworthy service experience. You are required to collect a variety of incidents, both positive and negative (three of each will be used for the write up), covering a variety of different service organizations. Do not record more than one encounter with any one service. Try to complete the “journal” form as soon as possible after the service experience, so that the details are fresh in your mind.
Part 2- A separate handout describing the details of the analyses and write up will be provided later. The written analysis is due March 23. No late write-up will be accepted.
Oral and Written Presentation (150 POINTS): Students (3 – 4 to a group) will choose a service provider for a written and oral presentation. The typed report should be handed in on the due date (April 25) in a folder/binder with a cover page. Do not put each page of the report into a plastic cover. The details of this presentation will be discussed in class on March 21. No late projects will be accepted.
This is a group grade so all students will have a chance, at the end of the semester, to evaluate the level of participation of all the members in their group. A member who gets a consistently lower score than the other members of the group will be given a 10% reduction in his/her grade for the project. If a member of the group doesn’t contribute as expected, he/she may be granted a divorce by the instructor. If a student is divorced from his/her group then he/she must do the project alone or receive zero points for the project.
Email: As per the UTA policy, I cannot acceptANY email from students unless it is from a UTA e-mail address (@mavs.uta.edu).This policy includes all email correspondence.
Final Grades: Grade information cannot be given via telephone, mail, or email. Final grade information will be provided by the Registrar’s Office. The following grading scale will be utilized for determining each student’s total points earned.
1
GRADING
Exam #1……………………….100 Points
Exam #2……………………….100 Points
Exam #3……………………….100 Points
Participation…………………...65 Points
Journal ……………………….. 50 Points
Project…………………………150 Points
Total Points…………………..565Points
EVALUATION
A = 565 - 509 points (90 – 100%)
B = 508 - 452 points (80 – 89%)
C = 451 - 396 points (70 – 79%)
D = 395 - 339 points (60 – 69%)
F = Below 339 points (0 – 59%)
1
Retail & Service Marketing
MARK 4303
Spring 2011
DateDiscussionAssignment
Jan. 19Introductions/General Course Outline
Jan. 24Chap. 1 – Intro. To Services
Chap. 2 – The Gaps Model of Service Quality
Jan. 26Chap.3 – Consumer Behavior in Services
Jan. 31Chap. 4 – Customer Expectation of Service
Feb. 2Chap. 5 – Customer Perceptions of Service
Feb. 7 Chap. 5 – (continued)
Feb. 9Exam #1 (Chapter 1 – 5)
Feb. 14Chap. 6 – Listening to Customers through Research
Feb. 16Chap. 7 – Building Customer Relationships
Feb. 21Chap. 8 – Service Recovery
Feb. 23Chap. 9—Service Innovation and Design
Feb. 28 Chap. 10 – Customer-Defined Service Standards
Mar. 2Chap. 11 – Physical Evidence and the Servicescape
Mar. 7Chap. 11 (continued)
Mar. 9Exam #2 (Chapters 6 – 11)
Mar. 14/18Spring Break
DateDiscussionAssignment
Mar. 21Chap. 12 – Employees Roles in Service Delivery
Project Explained
Mar. 23Chap. 12 – (continued)Service Journal Due
Mar. 28Chap. 13 – Customer’s Roles in Service Delivery
Mar. 30Chap. 14 – Delivering Service through Intermediaries
Apr. 4DVD – Ray Kroc
Apr. 6Chap. 15 – Managing Demand and Capacity
Apr. 11Chap. 16 – Integrated Services Marketing Communications
Apr. 13Chap. 17 – Pricing of Services
Apr. 18Chap. 17 – (continued)
Apr. 20Project Preparation Day
Apr. 25Project PresentationsAll projects are due
Apr. 27Project Presentations
May 2Project Presentations
May 4Project Presentations
May 11Exam #3 (Chapters 14 – 19)8:15 P.M. – 10:45 P.M.
Last day to drop for a “W” grade: April 1.
* The instructor reserves the right to change this syllabus. It is each student’s responsibility to be aware of any and all changes that may occur.
This syllabus and other documents needed for class can be found at:
Be careful, this web address is case sensitive and must be typed exactly. You will be asked your username and password several times before you will get onto the site.
College of Business Administration / University General Policies
Drop Policy
Students will not be dropped by the instructor for non-attendance. It is the student's responsibility to complete the course or withdraw from the course in accordance with new University Regulations which are effective Fall 2006. Under the new policy, there is only one drop date at the two-thirds point in the semester. A student dropping on or before that date will receive a “W” grade. Students are strongly encouraged to verify their grade status with the instructor before dropping a course and to see their advisor if there is any question about the consequences for dropping a course under the new guidelines. Please refer to the on-line Undergraduate and Graduate catalogs and the Schedule of Classes for specific university policies and dates.
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 93112--The Rehabilitation Act of 1973 as amended. With the passage of new 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 accommodation" to students with disabilities, so as not to discriminate on the basis of that disability. Your responsibility is to inform me of the disability at the beginning of the semester and provide me with documentation authorizing the specific accommodation. Student services at UTA include the Office for Students with Disabilities (located in the lower level of the University Center) which is responsible for verifying and implementing accommodations to ensure equal opportunity in all programs and activities.
Academic Integrity
Academic dishonesty is a completely unacceptable mode of conduct and will not be tolerated in any form at The University of Texas at Arlington. 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.
"Academic 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, Part One, Chapter VI, Section 3, Subsection 3.2, Subdivision 3.22).
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. They 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 817-272-6107 for more information and appropriate referrals.
Policy on Nonpayment Cancellations
Students who have not paid by the census date and are dropped for non-payment cannot receive a grade for the course in any circumstances. Therefore, a student dropped for non-payment who continues to attend the course will not receive a grade for the course. Emergency loans are available to help students pay tuition and fees. Students can apply for emergency loans by going to the Emergency Tuition Loan Distribution Center at E. H. Hereford University Center.
Textbook Purchases
Textbooks should be purchased by Census Date. The bookstore policy is to return any unsold textbooks to the publisher after this date.
COBA Policy on Bomb Threats
Section 22.07 of the Texas Criminal Law states that a Class A misdemeanor is punishable by (1) a fine not to exceed $4,000, (2) a jail term of not more than one year, or (3) both such a fine and confinement. If anyone is tempted to call in a bomb threat, be aware that UTA has the technology to trace phone calls. Every effort will be made to avoid cancellation of presentation/ tests caused by bomb threats to the Business Building. Unannounced alternate sites will be available for these classes. If a student who has a class with a scheduled test or presentation arrives and the building has been closed due to a bomb threat, the student should immediately check for the alternate class site notice which will be posted on/near the main doors on the south side of the Business building. If the bomb threat is received while class is in session, your instructor will ask you to leave the building and reconvene at another location. Students who provide information leading to the successful prosecution of anyone making a bomb threat will receive one semester's free parking in the Maverick Garage across from the Business Building. UTA's Crimestoppers may provide a reward to anyone providing information leading to an arrest. To make an anonymous report, call 817-272-3381.
COBA Policy on Food/Drink in Classrooms
College policy prohibits food and/or drinks in classrooms and labs. Anyone bringing food and/or drinks into a classroom or lab will be required to remove such items, as directed by class instructor or lab supervisor.
Evacuation Procedures
In the event of an evacuation of the College of Business building, when the fire alarm sounds, everyone must leave the building by the stairs. With the fire alarm system we now have, the elevators will all go to the first floor and stay there until the system is turned off. All those in the North tower side of the building should proceed to the fire escape stairs located on the East and West sides of that wing.
For disabled persons: please go to the Northeast fire stairs. We have an evacuation track chair located on the 6th floor stairwell. We have people trained in the use of this chair and there will be someone who will go to the 6th floor to get the chair and bring it to any lower floor stairwell to assist disabled persons. Faculty members will notify the Dean’s Office at the beginning of each semester of any disabled persons in their classes.
Should this be a real emergency, the Arlington Fire Department and UTA Police will also be here to help.
Service Encounter Journal
Name of the firm/organization: ______
Type of service: ______
Date of encounter: ______Time of encounter: ______
What specific circumstances led to this encounter?
Exactly what did the firm/employee say or do?
How would you rate your level of satisfaction with this service encounter on a scale from 1 to 10, where 1 is extremely dissatisfied and 10 is extremely satisfied?
Extremely dissatisfied 1 2 3 4 5 6 7 8 9 10Extremely satisfied