BU615 - Selected Topics in Marketing: Services Marketing
Business
George A. Gonzalez, Ph.D., M.B.A. - E-Mail - Vita
Good standing in the program.
Course Description:
This course is a comprehensive examination into Services Marketing. It will take a look at customer expectations of the services and opinion of the service.
Learning Objectives:
The student will:
Describe the importance of services marketing to an organization.
Understand customer expectations and perceptions of services.
Understand service recovery and service design.
Explain the importance of strong customer relationships.
Explain the importance of the employee in service marketing.
Explain the importance of managing service promises.
Text:
Zeithaml, V. A. & Bitner, M. J. (2003). Services Marketing, (3rd ed.). New York: McGraw-Hill Irwin ISBN#: 0072471425
Supplementary Resources:
The students are encouraged to become familiar with other sources, especially those located electronically. Various journals may include information useful to the student such as California Management Review, Harvard Business Review, Journal of Advertising Research. Journal of Applied Psychology, Journal of Business Research, Journal of Consumer Marketing, Journal of Consumer Research, Journal of Marketing,
And the Journal of Marketing Research.
Assessment:
Read 6 case study assignments covering different aspects of Services Marketing within the business environment.
Write a twelve page Reflective Paper on Services Marketing using the APA style (5th Edition).
Academic Requirements
All students are expected to "attend" the course by completing all course assignments in an academic manner and with complete preparation.
Grammar, punctuation, spelling and overall composition will be including in the grading of all assignments.
Students are required to complete each unit within a one-week time frame. At the students request, and successful completion of a unit in less than one week, the instructor will provide students with subsequent units of homework in advance.
Plagiarism will not be tolerated.
Method of Instruction
BUS 615 – Selected Topics in Marketing: Services Marketing is a distance-learning course offered through Canyon College. Because this class is a partially self-paced program in that you may complete a specific week’s work at anytime during that week timeframe, it is essential that the student review all available materials located in the text, classroom, e-mail, and syllabus. Course examinations will be administered on-line during the fourth and eighth weeks of class. Prior to the submission of the first assignment each student is required to submit via e-mail to the instructor the following information:
Name, e-mail address, course expectations, professional work experience, educational background and anything else you would like the instructor to know about you.
Course Schedule and Assignments
Week 1
Unit 1:Read an academic article or case on the management of services marketing. Submit a two-page analysis of the materials read.
Week 2
Unit 2:Read an academic article or case on the economic aspects of services marketing. Submit a two-page analysis of the materials read.
Week 3
Unit 3:Read an academic article or case on the planning of services marketing. Submit a two-page analysis of the materials read.
Week 4
Unit 4:Submit a detailed description of the Reflective/Term Paper you have chosen covering a topic in Services Marketing, including the purpose of the study and the limitations of the study. This can be done in two to three pages. Wait for the professor’s comments.
Week 5
Unit 5:Read an academic article or case on customer expectations resulting from services marketing. Submit a two-p age analysis of the materials read.
Week 6
Unit 6:Read an article or case on the development of services marketing. Submit a two-page analysis of the materials read.
Week 7
Unit 7:Read an article or case on the importance of the employee in services marketing. Submit a two-page analysis of the materials read.
Week 8 - Final Exam
Unit 8:Submit your twelve-page Reflective Paper to the instructor. Wait for the professor’s comments.
Grading criteria:
Readings:
Reflective Paper:
50%
50%
* This syllabus is subject to change at the discretion of the instructor.
