Managerial Marketing Cases

Services Marketing BUS-MKT 4222 Fall 2016 Tu/Th 2:20 – 3:40 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 creating and implementing strategies for services, whether the focus is a pure service offering (such as consulting), or the non-tangible aspect of a physical product offering (such as repair of capital equipment).

Course Materials:

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. The Office for Disability Services is located in 150 Pomerene Hall, 1760 Neil Avenue. Telephone is 292- 3307. http://www.ods.ohio-state.edu/.

Attendance and Participation:

In accord with University rule 3335-8-33, any student who fails to attend without giving prior notification to the instructor in writing (e-mail) will be dis-enrolled after the third instructional day of the term, the first Friday of the term, or the second scheduled class meeting, whichever occurs first.

Regular attendance is very important if you wish to do well on quizzes, and is essential on scheduled quiz days. There will be information discussed in class which is not available from the readings. If you have competing interests that require you to be out of class, you should be prepared to accept any consequences of your absence or to schedule this class at another time. Please plan job interviews, work obligations and personal travel to accommodate the schedule. Workload:

Fisher undergraduate students are expected to spend two hours outside of class for each hour spent in class. Planning for this workload will give you enough time to read the assignments before class and to prepare for quizzes.

Evaluation: In-class quizzes 5 @ 20 points = 100 Points Make Up final paper 20 points = 20 points

Quizzes are open book, but you MUST WORK ALONE. Evidence of collaboration will be reported as academic misconduct. The focus of the quizzes is on your application of the course concepts to the cases…not on memorization. Quiz grades will be posted on Carmen. If you have a question about your grade (e.g. if you believe it was recorded incorrectly), you MUST raise the issue with the instructor IN WRITING (via-e-mail) within 24 hours of posting. Otherwise, the recorded grade will stand.

If you have an emergency or pressing engagement and miss one of the quizzes, you still have the chance to earn maximum course points by writing a final paper. Due to this flexibility, there are no “excused absences” and no additional make-up of any in-class work. The final paper will be based on your individual analysis of a case (to be provided at the end of the term), and you will respond to specific questions about the case. Questions will be based on the concepts you have learned throughout the course. Plan to spend 5-6 hours to complete the final paper. You may NOT use the “Make up” final paper to earn extra points above and beyond your performance on quizzes. This is solely a solution for people who have to miss class.

If your outside obligations will likely require you to miss more than one quiz, you should probably not plan to remain in the class. Exceptions will be made only in extreme cases, with prior permission of the instructor.

Grading Scale:

94 – 100 A 74 – 77 C 91 - 93 A- 71 – 73 C- 88 – 90 B+ 68 – 70 D+ 84 – 87 B 64 – 67 D 81 – 83 B- 61 – 63 D- 78 – 80 C+ 60 and below E General Course Guidelines:

 Shut down phones and music devices. DO NOT TEXT OR READ E-MAIL IN CLASS.  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 "Marketing Student" so I know the message is from a student.  Have fun!

What you can expect of the instructor:

 Timely feedback on graded assignments.  Class is conducted in an organized fashion, instructor is prepared and class will begin on time and end on time.  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 The required readings are listed in italics All readings and cases should be prepared prior to class

Tuesday, Course Introduction, review of syllabus 8/23 Thursday, Organizing Frameworks: 8/25 Putting the Service-Profit Chain To Work The Four Things a Service Business Must Get Right Tuesday, Leadership for service quality 8/30 Zappos’s CEO on Going to Extremes for Customer Decency Means More than “Always Low Prices.” Thursday, Case application: 9/1 Zappos.com 2009: Clothing, Customer Service and Company Culture IN-CLASS 10 POINT Quiz based on the case and prior readings Tuesday, Customer satisfaction and loyalty in the service setting 9/6 Diamonds in the Data Mine How to Delight Your Customers Thursday, Customer satisfaction and loyalty: Customer behavior in the service setting 9/8 Influencing Customer Behavior in Service Operations Service Sabotage: The Dark Side of Service Dynamics When Unhappy Customers Strike Back on the Internet Tuesday, Case application: 9/13 Angels and Devils: Best Buy’s New Customer Approach (A) IN-CLASS 10 POINT Quiz based on the case and prior readings Thursday, Service employee satisfaction, retention and productivity 9/15 Building a strong service brand: Lessons from Mayo Clinic My Week as a Room Service Waiter at the Ritz Tuesday, Creating Internal Service Quality 9/20 Creating the Living Brand Manage your human sigma Thursday, Case application: 9/22 Ritz Carlton Hotel Company IN-CLASS 10 POINT Quiz based on the case and prior readings Tuesday, External Service Value 9/27 Service Blueprinting Lean Consumption Thursday, Case application: 9/29 Netflix IN-CLASS 10 POINT Quiz based on the case and prior readings Tuesday Service Failure 10/4 Recovering and Learning from Service Failure Thursday, Case application: 10/6 Chantale and Clinton call for service IN-CLASS 10 POINT Quiz based on the case and prior readings Tuesday, DUE: OPTIONAL FINAL PAPER 10/11

In class quizzes will be based on applying the course material to the cases and on demonstrating mastery of the key concepts. Therefore, it is essential that you attend class and thoroughly prepare the cases prior to class. The quizzes assume you have a working knowledge of all the facts and figures in the cases as well as the narratives. Quizzes will be “open book, open notes,” which will NOT help you if you have not prepared the case. Quizzes can take place at any point during the class meeting. Therefore, do not plan to be late or to leave early on days when quizzes are scheduled.