《服务营销》课程学习资料：国外高校参考课程大纲（一）.pdf_大学文库

MKT 430/598: SERVICES MARKETING W. P. Carey School of Business Arizona State University Dr. Amy Ostrom Office: BAC 478 2005 Phone:965-6412 MKT430:SLN#74930 Email: amy. ostrom @asu. edu MKT598:SLN#92276 Course Time/Location: T/TH 12: 15-1: 30/BAC 324 Office Hours: T/Th 1: 45-3: 15 and by appointment COURSE DESCRIPTION Why study services marketing? The U.S., as well as much of the world economy, is dominated by services. In the U.S., approximately 80% of the labor force and 78% of the GDP is accounted for by services. Yet traditionally, business school courses have focused on the manufacturing sector of the economy. This course is especially designed for those students who may be interested in working in service industries and in addressing the distinct needs and challenges of managing services and delivering quality service to customers. The primary theme of the course is that service organizations(e.g, banks, transportation companies, hotels, hospitals, educational institutions, professional services)require a distinctive approach to marketing strategy-both in its development and execution. The course will build and expand on ideas from MKT 300 and other marketing courses to make them specifically applicable to service industry settings. Also, a second theme of the course focuses on the role of service in manufacturing businesses. Currently, many firms in the manufactured goods sector see service as the basis for attaining a sustained competitive Course Objectives In todays competitive environment, employers expect you to have a variety of skills when you graduate They are consistently saying that they make hiring/promotion decisions based on excellent critical thinking/problem solving skills excellent written and oral communication skills and good listening skills as well as a willingness to understand the viewpoint of others This course is designed to help you improve your skills in these areas while gaining depth of knowledge about services marketing To achieve these objectives, classroom sessions will involve a mixture of lecture, student discussions and presentations, videos, case analyses, applied problem solving, and guest speakers. Your active presentation class discussion is important REQUIRED TEXT Zeithaml, Valarie A and Mary Jo Bitner(2003), Services Marketing: Integrating Customer Focus Across the firm 3rd Edition McGraw-Hill Most of the reading assigned for the course will come from the textbook. However, at various times during the semester, I may provide you with handouts, articles, or cases that you will be asked to read and prepare

1 MKT 430/598: SERVICES MARKETING W. P. Carey School of Business Arizona State University Dr. Amy Ostrom Office: BAC 478 Spring 2005 Phone: 965-6412 MKT 430: SLN#74930 Email: amy.ostrom@asu.edu MKT 598: SLN#92276 Course Time/Location: T/TH 12:15-1:30/BAC 324 Office Hours: T/Th 1:45-3:15 and by appointment COURSE DESCRIPTION Why study services marketing? The U.S., as well as much of the world economy, is dominated by services. In the U.S., approximately 80% of the labor force and 78% of the GDP is accounted for by services. Yet traditionally, business school courses have focused on the manufacturing sector of the economy. This course is especially designed for those students who may be interested in working in service industries and in addressing the distinct needs and challenges of managing services and delivering quality service to customers. The primary theme of the course is that service organizations (e.g., banks, transportation companies, hotels, hospitals, educational institutions, professional services) require a distinctive approach to marketing strategy – both in its development and execution. The course will build and expand on ideas from MKT 300 and other marketing courses to make them specifically applicable to service industry settings. Also, a second theme of the course focuses on the role of service in manufacturing businesses. Currently, many firms in the manufactured goods sector see service as the basis for attaining a sustained competitive advantage. Course Objectives In today's competitive environment, employers expect you to have a variety of skills when you graduate. They are consistently saying that they make hiring/promotion decisions based on: • excellent critical thinking/problem solving skills, • excellent written and oral communication skills, and • good listening skills as well as a willingness to understand the viewpoint of others. This course is designed to help you improve your skills in these areas while gaining depth of knowledge about services marketing. To achieve these objectives, classroom sessions will involve a mixture of lecture, student discussions and presentations, videos, case analyses, applied problem solving, and guest speakers. Your active presentation in class discussion is important. REQUIRED TEXT Zeithaml, Valarie A. and Mary Jo Bitner (2003), Services Marketing: Integrating Customer Focus Across the Firm 3rd Edition, McGraw-Hill. Most of the reading assigned for the course will come from the textbook. However, at various times during the semester, I may provide you with handouts, articles, or cases that you will be asked to read and prepare for class

PERFORMANCE EVALUATION Points 100 100 Exam 3(Final Exam) 30% (10% (20%) Class Case Participation. 10% TOTAL Final grades will be calculated as follows 97%-100%A+80%-8299%B- 93%-96.99%A 77%-7999%C+ 90%-9299%A 70%-76.99%C 60%-6999%D 83%-86.99%B Below 60% There will be three exams during the semester worth 60% of your grade. The three exams will contain multiple choice questions, short, essay-type questions as well as case-based questions. All three exams are non-cumulative. Exams must be taken during the scheduled class period. If you must miss an exam for a alid reason, see me before the day of the exam to make other arrangements ASSIGNMENTS There are two assignments that will be completed during the semester. The first involves completing a service encounter journal and writing a paper based on your observations. In the second assignment, you will be designing a new service or redesigning an existing service which will include your development of a service blueprint of the service to gain expertise with using that tool. You will also be responsible for giving a short presentation to the class that highlights the key aspects of your new service that you developed in Assignment Two. More details about the assignments are included at the end of the syllabus CLASS PARTICIPATION IMPORTANT PTS Class participation is expected and is essential for success in the course. As with most courses, the benefits of the course can only be realized when students share their views with the class. Class participation grades will be based on each student's contribution to the class learning experience During the semester, we will be doing a number of in-class activities involving the application of services concepts as well as discussing several cases( time permitting). Preparation for cases as well as participation in case and/or activity related discussions during class will play a significant role in determining class participation grades. For the cases, you will be given a set of questions ahead of time to help you prepare for class discussion of the case. Provided that the overall quality of class discussion remains high, you will not be expected to submit written responses to these questions. The questions are to guide your thinking but actual discussion of each case will be flexible. Feel free to bring up issues that you feel are relevant, including your own experiences Attendance on presentation days and for guest speakers is important and will be counted as part of class participation Bringing in real world examples from outside reading(e.g, wS, BusinessWeek, Fortune, Business2. 0, Fast Company)that highlight course concepts, service innovations etc is highly encouraged The following are guidelines concerning how you should think about class participation. They will be my criteria for evaluating your participation during the semester Content understanding and integration- Do you follow the flow of class discussion and build on others' ideas? When you do not understand something, do you ask questions? Are you an active participant in in-class group case analysis and discussion? Creativity--Do you generate your own insights and applications?

2 PERFORMANCE EVALUATION Points Exam 1 ................................ 20% 100 Exam 2 ................................ 20% 100 Exam 3 (Final Exam)........... 20% 100 Assignments ….........…....... 30% #1: (10%) 50 #2: (20%) 100 Class & Case Participation.. 10% 50 TOTAL 500 Final grades will be calculated as follows: 97%-100% A+ 80%-82.99% B- 93%-96.99% A 77%-79.99% C+ 90%-92.99% A- 70%-76.99% C 87%-89.99% B+ 60%-69.99% D 83%-86.99% B Below 60% E EXAMS There will be three exams during the semester worth 60% of your grade. The three exams will contain multiple choice questions, short, essay-type questions as well as case-based questions. All three exams are non-cumulative. Exams must be taken during the scheduled class period. If you must miss an exam for a valid reason, see me before the day of the exam to make other arrangements. ASSIGNMENTS There are two assignments that will be completed during the semester. The first involves completing a service encounter journal and writing a paper based on your observations. In the second assignment, you will be designing a new service or redesigning an existing service which will include your development of a service blueprint of the service to gain expertise with using that tool. You will also be responsible for giving a short presentation to the class that highlights the key aspects of your new service that you developed in Assignment Two. More details about the assignments are included at the end of the syllabus. CLASS PARTICIPATION IMPORTANT PTS: • Class participation is expected and is essential for success in the course. As with most courses, the benefits of the course can only be realized when students share their views with the class. Class participation grades will be based on each student's contribution to the class learning experience. • During the semester, we will be doing a number of in-class activities involving the application of services concepts as well as discussing several cases (time permitting). Preparation for cases as well as participation in case and/or activity related discussions during class will play a significant role in determining class participation grades. For the cases, you will be given a set of questions ahead of time to help you prepare for class discussion of the case. Provided that the overall quality of class discussion remains high, you will not be expected to submit written responses to these questions. The questions are to guide your thinking but actual discussion of each case will be flexible. Feel free to bring up issues that you feel are relevant, including your own experiences. • Attendance on presentation days and for guest speakers is important and will be counted as part of class participation. • Bringing in real world examples from outside reading (e.g., WSJ, BusinessWeek, Fortune, Business2.0, Fast Company) that highlight course concepts, service innovations etc. is highly encouraged. The following are guidelines concerning how you should think about class participation. They will be my criteria for evaluating your participation during the semester. Content understanding and integration -- Do you follow the flow of class discussion and build on others' ideas? When you do not understand something, do you ask questions? Are you an active participant in in-class group case analysis and discussion? Creativity -- Do you generate your own insights and applications?

3/24 EXAM2 yees role in service delive Chapter 1 l 3/31 Employees role in service delivery Chapter 11 Customers' roles in service delivery Chapter 12 Customers' roles in service delivery Chapter 12 Delivering service through electronic channels Chapter 13 4/14 demand and capaci Chapter 14 VI MANAGING SERVICE PROMISES 4/19 Integrated services marketing communications Chapter 15 4/21 Pricing of services Chapter 16 ASSIGNMENT 2 DUE The financial and economic effect of service Course wrap-up Review Chapter 18 Service Design Presentations 4/28 Service Design Presentations 16 Service Design Presentations EXAM 3(FINAL EXAM: x This is a tentative course outline Tuesday, May 10, 12: 20-2: 10 MKT430 Assignments Objective For Assignments An underlying assumption of the services marketing course is that students learn best and retain more when they actively apply and work with the concepts presented in the course materials rather than simply read about them or hear the professor talk about the ideas. The purpose of these assignments is for you to apply concepts and tools learned in class to real situations. In general, each of the assignments will be graded according to the following criteria Evidence of understanding and ability to apply course concepts Quality (depth, creativity, clarity )of analysis and expression There are two assignments in the course. The first is an individual assignment and the second one can be done individually or you may work with a partner. The second one will also include a presentation to the class. The two assignments are described in detail below. ASSIGNMENT 1: Service Encounter Journal and paper The purpose of this assignment is for you to understand and evaluate service encounters from your perspective as a customer. We all have a number of such encounters each week, limited to)restaurants, banks, airlines, dry cleaners, doctors, dentists, libraries, travel agencies, phone companies, auto mechanics, and copy centers. During the first part of the semester, you are to keep a journal"of your service encounter experiences. The purpose of this journal is to identify sources of customer satisfaction and dissatisfaction with services

4 3/24 EXAM 2 11 3/29 Employees role in service delivery Chapter 11 3/31 Employees role in service delivery Chapter 11 12 4/5 Customers' roles in service delivery Chapter 12 4/7 Customers' roles in service delivery Chapter 12 13 4/12 Delivering service through electronic channels Chapter 13 4/14 Managing demand and capacity Chapter 14 VI. MANAGING SERVICE PROMISES 14 4/19 Integrated services marketing communications Chapter 15 4/21 Pricing of services Chapter 16 ASSIGNMENT 2 DUE 15 4/26 The financial and economic effect of service Chapter 17 Course wrap-up Review Chapter 18 Service Design Presentations 4/28 Service Design Presentations 16 5/3 Service Design Presentations EXAM 3 (FINAL EXAM): * This is a tentative course outline. Tuesday, May 10, 12:20-2:10 ~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~~ MKT 430 Assignments Objective For Assignments An underlying assumption of the services marketing course is that students learn best and retain more when they actively apply and work with the concepts presented in the course materials rather than simply read about them or hear the professor talk about the ideas. The purpose of these assignments is for you to apply concepts and tools learned in class to real situations. In general, each of the assignments will be graded according to the following criteria: • Evidence of understanding and ability to apply course concepts • Quality (depth, creativity, clarity) of analysis and expression. There are two assignments in the course. The first is an individual assignment and the second one can be done individually or you may work with a partner. The second one will also include a presentation to the class. The two assignments are described in detail below: ASSIGNMENT 1: Service Encounter Journal and Paper The purpose of this assignment is for you to understand and evaluate service encounters from your perspective as a customer. We all have a number of such encounters each week, including (but not limited to) restaurants, banks, airlines, dry cleaners, doctors, dentists, libraries, travel agencies, phone companies, auto mechanics, and copy centers. During the first part of the semester, you are to keep a "journal" of your service encounter experiences. The purpose of this journal is to identify sources of customer satisfaction and dissatisfaction with services

Journal Entries. You will complete ten journal entry forms. One blank copy is attached. Each entry will correspond to one service encounter. Your journal may be written(if you have neat, legible handwriting)or typed. Be sure to completely answer the questions on the journal entry form. You may write on the back of the form or attach an additional page if you need more room. Your inclusion of the important details of the service encounter will help in writing your service encounter paper explained below Try to record an assortment of encounters from a variety of service industries (i.e, don't do all restaurants), as well as some that you found satisfying and some that were very dissatisfying. The best way to complete your journal is to fill out a form immediately following a particular incident. Try to write up wo service encounters per week, beginning right away, because we will be discussing them in class Service encounter Paper. The purpose of the service encounter paper is to analyze service pages, will consist of two parts. In the first part of the paper, write about the organization from your o encounters from a customer's point of view. This paper, which is limited to 6 typewritten, double-sp journal that has the worst service of any you encountered. Based on your reading of the textbook and issues we discussed in class, diagnose the problem(s) with the service and then recommend the most important actions management should take to improve the service. Use concepts from the class to support your suggestions. Be selective and focus on the most important issues In the second part of the paper, write about an organization from your journal that is doing an excellent overall job of services marketing. Again, base your analysis on the textbook and class discussions. Demonstrate your knowledge of services marketing concepts by discussing what this rganization does that makes it successful To aid in both your diagnosis of problems and understanding of what is driving excellent service, it may help you, when possible, to spend additional time observing the service in action. You might also talk with a service manager/owner to get additional insight into the service operation from his/her point of The paper will be evaluated based on the following: the depth and substance of your observations, your ability to diagnose probable causes of problems and match them with appropriate solutions based on material discussed in class and/or in your readings, as well as the quality of writing Your service encounter paper is due on: February 24. Please turn in both the paper and your journal entries at this time. Your journal entries should be included as an appendix to your paper ASSIGNMENT 2: Service Design Proiect This assignment gives you the opportunity to design a new service or redesign an existing service based on your newly acquired services marketing expertise and put together the marketing plans to launch the new service or make the redesign changes. You may choose to do this assignment on your own or with a partner There are many things to consider and decisions to make when designing a new service. To be complete, your marketing plans should include the following You should describe which market segment(s) you want to target and how you want your service to be positioned relative to the competition. You should provide justification for why this service idea would be valued by your target and why your service will be able to serve the needs of this group better than competitors. Be sure that you sufficiently investigate competitors that exist. Please include SWOT analysis The key components of your service and all of your tactic decisions(the 7 Ps)should then be based on the above marketing strategy In your plans, be sure to include a thorough description of the service and how it will work. In order to fully describe the processes involved, you should illustrate the service you have created(or redesigned) by developing a blueprint of your proposed new service. If you are redesigning an existing service, you should also include a blueprint of the original service

5 Journal Entries. You will complete ten journal entry forms. One blank copy is attached. Each entry will correspond to one service encounter. Your journal may be written (if you have neat, legible handwriting) or typed. Be sure to completely answer the questions on the journal entry form. You may write on the back of the form or attach an additional page if you need more room. Your inclusion of the important details of the service encounter will help in writing your service encounter paper explained below. Try to record an assortment of encounters from a variety of service industries (i.e., don't do all restaurants), as well as some that you found satisfying and some that were very dissatisfying. The best way to complete your journal is to fill out a form immediately following a particular incident. Try to write up two service encounters per week, beginning right away, because we will be discussing them in class. Service Encounter Paper. The purpose of the service encounter paper is to analyze service encounters from a customer's point of view. This paper, which is limited to 6 typewritten, double-spaced pages, will consist of two parts. In the first part of the paper, write about the organization from your journal that has the worst service of any you encountered. Based on your reading of the textbook and issues we discussed in class, diagnose the problem(s) with the service and then recommend the most important actions management should take to improve the service. Use concepts from the class to support your suggestions. Be selective and focus on the most important issues. In the second part of the paper, write about an organization from your journal that is doing an excellent overall job of services marketing. Again, base your analysis on the textbook and class discussions. Demonstrate your knowledge of services marketing concepts by discussing what this organization does that makes it successful. To aid in both your diagnosis of problems and understanding of what is driving excellent service, it may help you, when possible, to spend additional time observing the service in action. You might also talk with a service manager/owner to get additional insight into the service operation from his/her point of view. The paper will be evaluated based on the following: the depth and substance of your observations, your ability to diagnose probable causes of problems and match them with appropriate solutions based on material discussed in class and/or in your readings, as well as the quality of writing. Your service encounter paper is due on: February 24. Please turn in both the paper and your journal entries at this time. Your journal entries should be included as an appendix to your paper. ASSIGNMENT 2: Service Design Project This assignment gives you the opportunity to design a new service or redesign an existing service based on your newly acquired services marketing expertise and put together the marketing plans to launch the new service or make the redesign changes. You may choose to do this assignment on your own or with a partner. There are many things to consider and decisions to make when designing a new service. To be complete, your marketing plans should include the following: • You should describe which market segment(s) you want to target and how you want your service to be positioned relative to the competition. You should provide justification for why this service idea would be valued by your target and why your service will be able to serve the needs of this group better than competitors. Be sure that you sufficiently investigate competitors that exist. Please include a SWOT analysis. • The key components of your service and all of your tactic decisions (the 7 Ps) should then be based on the above marketing strategy. • In your plans, be sure to include a thorough description of the service and how it will work. In order to fully describe the processes involved, you should illustrate the service you have created (or redesigned) by developing a blueprint of your proposed new service. If you are redesigning an existing service, you should also include a blueprint of the original service

You should use appropriate services marketing concepts to describe your service and your proposed You may not have all of the information that you would like at your disposal, especially if you are doing a technology-oriented or web-based service. Do the best you can and be sure to explicitly state any assumptions you are making. If there is information that you cannot find but would want obtain before starting the service such as additional consumer research, competitor information, cost information, technology capabilities, etc, be sure to specify that in your paper Included e summary that highlights the key aspects of your new service or redesign should also be Your paper will be evaluated based on the quality of your justification for the decisions you make about your service, your consistency in linking marketing strategy and tactic decisions, the depth of knowledge about services marketing you demonstrate based on your discussion of course concepts, the level of detail provided, and the quality of the writing Your report should be typed and be a maximum of 12 pages Due dates An abstract(or outline of your paper if you prefer) describing the basic idea for your new service (including a description of the target and the proposed positioning)or redesign(including the rationale for the redesign) is due March 3. The paper is due on April 21 You will also have the opportunity to present your new service or service redesign to the class Each person(or partners)will give a short presentation(10 minutes)describing the key elements of his/her service and the related service marketing concepts. Think of the presentation as a brief pitch you are giving to get funding for your new service idea or to convince your boss of a needed redesign in the company's service. Presentations will take place the last few class periods in the semester NOTE: Feel free to discuss your ideas with me at any point during the semester. Also, I would be happy to read and give feedback on a draft of your paper prior to the due date( turn in by April 14)

6 • You should use appropriate services marketing concepts to describe your service and your proposed marketing strategy. • You may not have all of the information that you would like at your disposal, especially if you are doing a technology-oriented or web-based service. Do the best you can and be sure to explicitly state any assumptions you are making. If there is information that you cannot find but would want to obtain before starting the service such as additional consumer research, competitor information, cost information, technology capabilities, etc., be sure to specify that in your paper. • An executive summary that highlights the key aspects of your new service or redesign should also be included. Your paper will be evaluated based on the quality of your justification for the decisions you make about your service, your consistency in linking marketing strategy and tactic decisions, the depth of knowledge about services marketing you demonstrate based on your discussion of course concepts, the level of detail provided, and the quality of the writing. Your report should be typed and be a maximum of 12 pages. Due Dates: An abstract (or outline of your paper if you prefer) describing the basic idea for your new service (including a description of the target and the proposed positioning) or redesign (including the rationale for the redesign) is due March 3. The paper is due on April 21. You will also have the opportunity to present your new service or service redesign to the class. Each person (or partners) will give a short presentation (10 minutes) describing the key elements of his/her service and the related service marketing concepts. Think of the presentation as a brief pitch you are giving to get funding for your new service idea or to convince your boss of a needed redesign in the company's service. Presentations will take place the last few class periods in the semester. NOTE: Feel free to discuss your ideas with me at any point during the semester. Also, I would be happy to read and give feedback on a draft of your paper prior to the due date (turn in by April 14)