Services & Direct Marketing, Outline

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MBA Program
Services/Direct Marketing
Course Code: MKT604
Pre-requisite Courses: Marketing Management
WELCOME TO THE CLASS

Introduction: I look forward to have a fruitful and meaningful interaction with each one
of you during the term. This will however depend on your active participation and
attention during the class sessions and an active follow up afterwards.
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.
Course Objective:
This course aims at providing an understanding of Services Marketing in regards to its
growing importance in today’s environments. This course has been designed to provide a
managerial framework of services marketing for managers and students with a special
interest in the services business. It also imparts knowledge to the students in order to
clarify their concepts, which are relevant to services in manufacturing Business. Through
lectures, assignments and case studies, the students shall be able to analyze, plan, develop
and implement strategies and create an integrated marketing plan resulting in the
development of a customer focus culture. It is also to help plan building powerful skills,
aptitude and abilities of Managers in order to equip their firms to compete effectively in
the global market place and their business applications in the context of larger economy
and society as a whole.
Teaching Methodology & Requirements: Please arrive and leave on time. Class will
begin promptly five minutes after the hour and will end exactly on the hour. Late arrivals
and early departures disrupt class and ruin the presentations of others. They are
unprofessional.
Do your own work. Plagiarism and cheating will lead to dismissal. Do not copy the work
of others. Do not use others to do your work. Do not pass off work done in past semesters
as work done for this course. Assignments must incorporate lessons taught in class.
Personal assignments must be produced individually. Group assignments must be
produced by the members of the group. Students will be expected to read assignments in
advance of their discussion in class. Class time will be used to emphasize and clarify
some text material, but additional topics will be discussed as well. This will not be a

lecture-only course. You will be asked to discuss what you have read. While you should
expect to be frequently called on in class, you should also voluntarily discuss and ask
questions. READ AND BE PREPARED TO DISCUSS ALL DISCUSSION
QUESTIONS AND/OR CASES AT THE END OF EACH CHAPTER.
Class meetings will NOT cover everything in the text. Separate instructions will be
provided for assignments. All written assignments must be handed in at the beginning of
class on the due dates. They will not be accepted after the class has begun. All
assignments not completed on time (not handed in before class has begun) will receive a
zero. Check the schedule for due dates. It is essential to keep current with the chapter
assignments. Classroom conduct is predicated on the assumption that you have read the
relevant material. You are most welcome to ask questions in class dealing with any
material being presented, and to take an active role in class participation.
Course Contents
1
Introduction to Services

CH-1 ( Valarie& Mary)

2-3

Focus on the Customer

CH-2&3 ( Valarie& Mary )

4

Customer perception of Service

CH-4 (Valarie& Mary)

5-6

Marketing Plan for services

CH-7 (Adrian)

7

Building Customer relationship

CH- 6 (Valarie& Mary)

8

Mid-term examination

9-10

Service Development & Design

CH-8(Valarie& Mary)

11

Employees Role in service delivery

CH-11 (Valarie& Mary)

12.

Managing Demand & Supply

CH-14 (Valarie& Mary)

13.

Intermediaries & Channels

CH- 13 (Valarie& Mary)

14.

Pricing of Services

CH-16 (Valarie& Mary)

15.

Presentations on Course Report

Group Study

Testing and Grading: Learning will be accomplished through lectures, outside readings
case analysis and student participation in classroom discussion and presentations.
Grading will tend to focus on your overall personality rather than one or two aspects. A
mid-term examination and a comprehensive final examination will be given. Another
portion of the course grade will include the discussion/attendance grade, quizzes, cases
and/or other assignments. Each student will also be required to complete individual
project. The mid-term examination will be of 25 percent and final examination will be of
40 percent. Excessive absences (more than 20 percent) will result in “F Grade”. Test
questions may be taken from textbook readings, hypertext material, additional material
discussed in class and /or other assigned readings. Students may prepare notebook for
taking notes and for references.

Marks Distribution of 100%:
Quizzes
Assignments
Report
Presentations
Projects
Mid-term
Final Exam
Total

_______15_____
______________
_______10_____
_______10_____
______________
_______25_____
_______40_____
100_____

Recommended Readings:


“Services Marketing” by Valarie.A.Zeithaml & Mary Jo Bitner

Reference Readings:


N;B

“The Essence of Services Marketing” by Adrian Payne
“Services Marketing”, Harper Collins,1996 by Roland T Rust, Anthony J.
Zahorik, Timorthy L Keinngham
Cases will be issued Later

Please Note: In the unlikely event of an unplanned absence by the instructor, the material
to have been covered during that class meeting will be shifted to the next meeting. If a
test was scheduled for that class meeting, the test will be given during the next class
meeting. In the event of any necessary planned absences, information on schedule
changes will be provided in advance.

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