uriosity and interest--What degree of curiosity, interest, and enthusiasm do you bring to the lassroom? Are you in class every day in order to fully participate? Active Contributor- Do you consistently participate in class discussion? COURSE SYLLABUS-- MARKETING 430/598 Date IoDl Reading/assignment . INTRODUCTION l/18 Course Introduction Why study services? Introduction to services The Gaps Model of Service Quality Skim Chapter 18 IL FOCUS ON THE CUSTOMER Consumer behavior in services Chapter 2 1/2 Consumer expectations Chapter 3 Consumer perceptions of service Chapter 4 Consumer perceptions of service Chapter 4 Ill. LISTENING TO CUSTOMER REQUIREMENTS Understanding expectations and perceptions Chapter 5 through marketing research 2/10 Understanding expectations and perceptions Chapter 5 through marketing research 2/15 Building customer relationships Chapter 6 6 Building customer relationships napter 6 2/24 Building customer relationships Chapter 7 Service recovery ASSIGNMENT I DUE IV ALIGNING STRATEGY SERVICE DESIGN 7 Service development and design Chapter 8 3/3 Service development and design ASSIGNMENT 2 ABSTRACT DUE Customer-defined service standards Chapter 9 3/15 3/17 V deliVERInG PERFORMIINg service 22 mployees role in service delivery3 Curiosity and interest -- What degree of curiosity, interest, and enthusiasm do you bring to the classroom? Are you in class every day in order to fully participate? Active Contributor – Do you consistently participate in class discussion? COURSE SYLLABUS -- MARKETING 430/598* Wk Date Topic Reading/Assignment I. INTRODUCTION 1 1/18 Course Introduction Why study services? 1/20 Introduction to services Chapter 1 The Gaps Model of Service Quality Skim Chapter 18 II. FOCUS ON THE CUSTOMER 2 1/25 Consumer behavior in services Chapter 2 1/27 Consumer expectations Chapter 3 3 2/1 Consumer perceptions of service Chapter 4 2/3 Consumer perceptions of service Chapter 4 III. LISTENING TO CUSTOMER REQUIREMENTS 4 2/8 Understanding expectations and perceptions Chapter 5 through marketing research 2/10 Understanding expectations and perceptions Chapter 5 through marketing research 5 2/15 Building customer relationships Chapter 6 2/17 EXAM 1 6 2/22 Building customer relationships Chapter 6 2/24 Building customer relationships Chapter 7 Service recovery ASSIGNMENT 1 DUE IV. ALIGNING STRATEGY & SERVICE DESIGN 7 3/1 Service development and design Chapter 8 3/3 Service development and design Chapter 8 ASSIGNMENT 2 ABSTRACT DUE 8 3/8 Customer-defined service standards Chapter 9 3/10 Physical evidence and the servicescape Chapter 10 9 3/15 SPRING BREAK – NO CLASS!!! & 3/17 V. DELIVERING & PERFORMING SERVICE 10 3/22 Employees role in service delivery Chapter 11