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 prepare1 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