Managerial Marketing Cases s1

Services Marketing MBA 7205.02 (Blended with MBA 7231.02) Fall 2014, Term 2 Thursdays 6:00 – 9:15 p.m.

Professor Leslie M. Fine, PhD 550 Fisher Hall Office Hours: anytime by appointment [email protected] (E-mail is the best way to reach me)

Objective: Services are a growing and important portion of the U.S. economy and the global economy. This course will help you to understand the unique opportunities and challenges of service offerings (e.g. consulting) as well as the service component of all businesses. This section will have a strong focus on professional services, though the concepts and tools are useful for successful management of any service offering.

Course Materials: Packet available from campus bookstore. Links to most course readings will be posted on Carmen for your convenience.

Academic Standards:

Each student should carefully review the Code of Student Conduct, which is available at http://studentaffairs.osu.edu/resource_csc.asp. Pay particular attention to the Academic Misconduct section. Any instances of suspected academic misconduct will be handled in accordance with section 3335-23-05: Initiation and investigation of code violations. Ignorance of this code is NOT an excuse for violations.

Accommodation for Disabilities:

If you are registered with the Office of Disability Services and need any accommodation to make the learning environment more effective, please let me know and I will work with you and ODS to structure the course for your needs.

Attendance and Participation:

Please notify the instructor via e-mail if you will miss class. If you have competing interests that require you to be out of class, you should be prepared to accept any consequences of your absence. Emergencies or extreme circumstances should be discussed with the instructor with as much advance notice as possible. Participation is an important part of the learning process, as it is through discussion and debate that knowledge is disseminated and that new knowledge is created. Evaluation:

Case Write-ups 2@25% each 50% (Due Dates posted on course schedule) Project 50% (Due by 6:00 p.m. 12/7/2014)

Details about the expectations for, and grading of, these assignments are available on the Carmen web site for the course.

General Course Guidelines:

 Class is far more interesting and enlightening when everyone is prepared, and when everyone participates.  Team work is an important part of the learning model and is an important part of most work environments.  If you must be late to class, or to leave early, please enter as unobtrusively as possible.  You may use iPads or laptops for note-taking, but if I see that you are doing anything other than class work I will require you to shut it down.  E-mail is the most effective way to reach me. In your e-mail subject line, please use the words "MBA Student" so I know the message is from a student.  Have fun!

What you can expect of the instructor:

 Timely feedback on graded assignments.  Timely response to e-mail.  Changes to the syllabus or to normal routine will occur only for very compelling reasons.  Differences of opinion will be treated with respect – independent thinking based on solid evidence is encouraged.  All attempts will be made to create a class that is challenging and interesting. Course Schedule: Note: Required readings are in italics and must be completed PRIOR to class.

Class Topic/Assignment Topic/Assignment Meeting: 1st Session 2nd session 6:00 – 7:30 7:45 – 9:15 1 Course Overview Identifying competitive advantage 10/23 Student Introductions and communicating Service Project Assignment Discussion strategies: Introductions to Services Charting Your Company’s Future. The organizing framework: Can You Say What your Strategy Is? Putting the Service-Profit Chain To The Role of Leadership: Work The Four Things a Service Business Must Get Right Zappos’s CEO on Going to Extremes for Customers 2 Employee satisfaction, retention Internal service quality: 10/30 and productivity: Building a strong service brand: Creating the Living Brand Lessons from Mayo Clinic. Manage your Human Sigma Case: The Ritz-Carlton Hotel Company 3 Guest Speaker and Moderated Case Discussion Continued 11/6 Discussion: DUE: Case Robert Phillips write-up Market and Practice Development If time permits: On or before Manager, Vorys, Sater, Seymour & How to Delight Your Customers 6:00 p.m. Pease LLP TODAY Case: “Marketing” at Wachtell, Lipton, Rosen and Katz 4 Customer Value and Customer Selling Services 11/13 Behavior: Major Sales: Who Really Does the Diamonds in the Data Mine Buying? Influencing Customer Behavior in Case: & Samhoud Service Operations

5 External Service Value Part 1: External Service Value Part 2: 11/20 assessment tools: Lean Consumption. Service Blueprinting. Process Completeness: Strategies for Creative Benchmarking. Aligning Service Systems with Customers’ Service Needs 6 Guest Speaker and Moderated Case Discussion Continued 12/4 Discussion: DUE: Case Marian S. Lowe write-up Senior Vice-President for Physician If time permits: On or before and Payer Strategies, United When Unhappy Customers Strike 6:00 p.m. Surgical Partners, Inc. Back on the Internet TODAY Case: Executive Health Group

7 Service Failure and recovery: Presentation of Projects 12/11 Recovering and Learning from Service Failure. DUE: Final Projects On or before 6:00 p.m.