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					                        SERVICES MARKETING MANAGEMENT

                                   MARK 5330 Section 001
                                    Fall 2012 – COBA 140
                                  Tuesday – 7:00pm to 9:50pm

Instructor: Elten D. Briggs, Ph.D.
Office: COBA 220
Office Hours: Tuesday 3:30pm - 5:00pm; Wednesday 1:30pm – 3:00pm
Phone: (817) 272 - 0532
Course Page:

Course Overview: With the service sector of economies worldwide increasing in size and
importance, services marketing management has arisen as an important field of study. This
master’s level course takes an “active learning” approach to help students understand and work
through the challenges associated with managing service organizations. Cases and a services
management simulation are utilized to facilitate students’ involvement in the course material.

Student Learning Outcomes:
       Students develop an understanding of key service concepts in order to grasp the distinct
        challenges arising when managing the marketing of services rather than goods
       Students utilize the GAPS model and other relevant conceptual frameworks in order to
        more effectively analyze service organizations and resolve service management
       Students receive hands on experience managing a services organization with team
        members in a simulated competitive environment in order to apply course knowledge in
        a practical business setting

Required Course Materials:
Textbook: Services Marketing by Valerie A. Zeithaml, Mary Jo Bitner, and Dwayne D. Gremler,
           6th edition (or 5th edition)

Course Project: LINKS Services Marketing Simulation by Ruth Bolton and Randy Chapman
           ($25-$45 access fee payable through the LINKS website http://www.links-

Accommodations: Make plans to meet with me during the first week of the semester if you
have a disability that you believe may hamper your performance in this course. We will need to
discuss making the necessary arrangements to ensure that you will be able to fully participate in
this course and have the chance to accurately demonstrate your abilities.

Classroom Etiquette:
1) If you have to leave class early, please let me know before class begins.
2) Turn off cell phones (set to vibrate if facing an emergency situation).
3) Keep side communication to a minimum during class discussions.

General Policies:
    All assignments to be completed outside of class should generally be turned in during the
      first five minutes of the class meeting they are due (unless otherwise specified). Late
      assignments will be penalized accordingly.

      Handwritten assignments will not be accepted under any circumstances. Assignments
       turned in by students that have an unexcused absence on the assignment due date are not
       normally acceptable either.

      When typing assignments, it is expected that traditional 12-point Times New Roman Font
       and one inch margins all the way around will be used.

      Even if not specifically noted, be aware that assignments containing excessive spelling,
       grammatical, or formatting errors will be penalized. The UTA writing center may be
       helpful in some cases:

      Messages will occasionally be sent to students’ UTA e-mail addresses. Per university
       policy, students that would like to communicate with me via e-mail regarding the class
       should send the message from a UTA email address.

Descriptions of Graded Assignments:

Class Participation (40 points): All students will receive an individual participation grade. This
will be a subjective evaluation worth up to 40 points based on my observations of your in-class
performance. For this portion of your grade, I will consider several aspects of participation,
including but not limited to: 1) how well you contribute to class discussions [e.g., this is not how
much you talk, but the value that you add to the learning environment], 2) your level of
involvement in classroom activities/exercises, and 3) your overall classroom demeanor,
including courtesy and attentiveness. If desired, I can provide feedback regarding this
component of your participation at the midterm.

      Attendance Policy Each unexcused absence will result in a reduction of your maximum
       potential class participation grade of 4 points (10%). Excused absences will result in a
       reduction of your maximum potential participation grade by 2 points (5%).

Peer Evaluations (40 Points): All students enrolled in the course will form a team to compete in
a LINKS services simulation. All team members will receive the same grade for team
assignments. However, after the final LINKS team activity is completed, team member
evaluations will be conducted. Based solely on the responses of your team members, you will
receive 0 – 40 points for your peer evaluation. If you have any trouble within the team, you need
to let me know early on. It is your responsibility to know how you stand.

LINKS Simulation Team Activities (50 points): Students will participate in a simulation game.
At multiple points during the semester (see course schedule), the class will be required to make
sales forecasts and decisions regarding their service design, operations, marketing mix,
technology, and marketing research strategy for the upcoming business quarter(s). The

simulation is competitive, and the class will be graded based on its overall performance on the
LINKS scorecard measures referenced in the participant’s manual. Students may compete
against a historical LINKS run or against students from another university. Your class team will
receive a score for your overall LINKS performance. If your team is the top performer during
the simulation, your team will receive the maximum 30 points. Otherwise, your score will be
scaled against the top team. After four of the LINKS rounds, the class team will submit an “after
action review form” to reflect on the decisions it recently made, worth 5 points per review. The
after action review forms may be turned in via email if desired.

Case Write-Ups (60 points): Students will be required to complete four individual case write-ups
during the semester, worth 15 points each. A hardcopy of these write-ups should be handed in
during the class period that we discuss the assigned case. For each case, I will provide a set of
preparation questions, and the case write-ups should address these questions. The write-ups are
to be no more than 2 typed pages, single spaced (please double space between paragraphs and
sections). The due dates and assigned cases for the write-ups are noted on the course schedule.

Service Exercises (30 points): Students will be required to turn in two individual service
exercises during the semester. The due dates for the service exercises are noted on the course
schedule, and a hardcopy of each exercise should be handed in at that time. The exercises are
worth 15 points each, and are briefly described below:

       Service Exercise #1: Service Blueprinting
       Find a new and interesting service in your local area or a service offered on your campus.
       Document this service process via a service blueprint. Guidelines for completing a
       service blueprint are provided in chapter 8 of your textbook (Service Innovation and
       Design). To do this exercise, you will probably need to interview one of the service

       Service Exercise #2: LINKS Memorandum
       Write a memorandum of approximately 2 pages single spaced (double space between
       paragraphs) on an issue in services marketing that is crucial to LINKS. Take the
       perspective that you are passing along some advice to your successors (i.e. the students
       that may use the LINKS simulation next year!). Your memo should not contain firm- or
       market-specific information, except possibly by way of illustration. For example, there is
       no point saying that region #1 is quite volatile, since another edition of LINKS might
       have a very different market environment.

Individual Quizzes/Exams (180 points): Two individual quizzes based mainly on the LINKS
participant manual will be given early in the course. These quizzes will be multiple-choice and
worth 10 points each. There will also be two exams given during the semester, a midterm and a
final, worth 80 points each. The specific exam format and content will be discussed in more
detail on the class days that an “exam review” is scheduled, but each exam is certain to contain a
number of open-ended questions. The exam questions will be developed based on class
discussions, relevant textbook material, cases discussed in class, individual service exercises, and
LINKS team activities. Note: If you have a legitimate, verifiable excuse for missing an exam,
please discuss your situation with me and provide documentation within one week of the exam.

Allocation of Grade Weights:
Item                                                         Points      of Total
Participation                                                  80         20.0%
   Class Participation                                           40          10.0%
   Peer Evaluations                                              40          10.0%
LINKS Team Assignments                                         50         12.5%
   After Action Reviews (4 x 5 points)                           20           5.0%
   Overall Team Performance                                      30           7.5%
Individual Assignments                                         90         22.5%
   Service Exercises (2 x 15 points)                             30           7.5%
   Case Write-ups (4 x 15 points)                                60          15.0%
Quizzes/Exams                                                 180         45.0%
   LINKS Participant Manual Quizzes (2 x 10 Points)              20           5.0%
   Midterm Exam                                                  80          20.0%
   Final Exam                                                    80          20.0%
Total                                                         400         100%

Grading Scale                 Earned Course Grade
360 or more                        A
From 320 to 359.5                  B
From 280 to 319.5                  C
From 240 to 279.5                  D
239.5 or less                      F

Note: Grades are given based on points-earned, not based on percentage.

Academic Integrity: All students enrolled in this course are expected to adhere to the UT
Arlington Honor Code:

I pledge, on my honor, to uphold UT Arlington’s tradition of academic integrity, a tradition that
values hard work and honest effort in the pursuit of academic excellence.
I promise that I will submit only work that I personally create or contribute to group
collaborations, and I will appropriately reference any work from other sources. I will follow the
highest standards of integrity and uphold the spirit of the Honor Code.

Please sign your name here: ___________________________________________________

Instructors may employ the Honor Code as they see fit in their courses, including (but not limited
to) having students acknowledge the honor code as part of an examination or requiring students
to incorporate the honor code into any work submitted. Per UT System Regents’ Rule 50101,
§2.2, suspected violations of university’s standards for academic integrity (including the Honor
Code) will be referred to the Office of Student Conduct. Violators will be disciplined in
accordance with University policy, which may result in the student’s suspension or expulsion
from the University.

                     College of Business Administration / University General Policies

Drop Policy: Students may drop or swap (adding and dropping a class concurrently) classes through self-
service in MyMav from the beginning of the registration period through the late registration period. After
the late registration period, students must see their academic advisor to drop a class or withdraw.
Undeclared students must see an advisor in the University Advising Center. Drops can continue through a
point two-thirds of the way through the term or session. It is the student's responsibility to officially
withdraw if they do not plan to attend after registering. Students will not be automatically dropped for
non-attendance. Repayment of certain types of financial aid administered through the University may be
required as the result of dropping classes or withdrawing. For more information, contact the Office of
Financial Aid and Scholarships (

Americans with Disabilities Act: The University of Texas at Arlington is on record as being committed
to both the spirit and letter of all federal equal opportunity legislation, including the Americans with
Disabilities Act (ADA). All instructors at UT Arlington are required by law to provide "reasonable
accommodations" to students with disabilities, so as not to discriminate on the basis of that disability.
Any student requiring an accommodation for this course must provide the instructor with official
documentation in the form of a letter certified by the staff in the Office for Students with Disabilities,
University Hall 102. Only those students who have officially documented a need for an accommodation
will have their request honored. Information regarding diagnostic criteria and policies for obtaining
disability-based academic accommodations can be found at or by calling the
Office for Students with Disabilities at (817) 272-3364.

Student Support Services: UT Arlington provides a variety of resources and programs designed to help
students develop academic skills, deal with personal situations, and better understand concepts and
information related to their courses. Resources include tutoring, major-based learning centers,
developmental education, advising and mentoring, personal counseling, and federally funded programs.
For individualized referrals, students may visit the reception desk at University College (Ransom Hall),
call the Maverick Resource Hotline at 817-272-6107, send a message to, or view the
information at

Electronic Communication: UT Arlington has adopted MavMail as its official means to communicate
with students about important deadlines and events, as well as to transact university-related business
regarding financial aid, tuition, grades, graduation, etc. All students are assigned a MavMail account and
are responsible for checking the inbox regularly. There is no additional charge to students for using this
account, which remains active even after graduation. Information about activating and using MavMail is
available at

Student Feedback Survey: At the end of each term, students enrolled in classes categorized as lecture,
seminar, or laboratory shall be directed to complete a Student Feedback Survey (SFS). Instructions on
how to access the SFS for this course will be sent directly to each student through MavMail
approximately 10 days before the end of the term. Each student’s feedback enters the SFS database
anonymously and is aggregated with that of other students enrolled in the course. UT Arlington’s effort to
solicit, gather, tabulate, and publish student feedback is required by state law; students are strongly urged
to participate. For more information, visit

Finals Review Week: A period of five class days prior to the first day of final examinations in the long
sessions shall be designated as Final Review Week. The purpose of this week is to allow students
sufficient time to prepare for final examinations. During this week, there shall be no scheduled activities
such as required field trips or performances; and no instructor shall assign any themes, research problems
or exercises of similar scope that have a completion date during or following this week unless specified in
the class syllabus. During Final Review Week, an instructor shall not give any examinations constituting
10% or more of the final grade, except makeup tests and laboratory examinations. In addition, no
instructor shall give any portion of the final examination during Final Review Week. During this week,
classes are held as scheduled. In addition, instructors are not required to limit content to topics that have
been previously covered; they may introduce new concepts as appropriate.

Textbook Purchases
Textbooks should be purchased by Census Date. The bookstore policy is to return any unsold textbooks
to the publisher after this date.

COBA Policy on Bomb Threats
Section 22.07 of the Texas Criminal Law states that a Class A misdemeanor is punishable by (1) a fine
not to exceed $4,000, (2) a jail term of not more than one year, or (3) both such a fine and confinement.
If anyone is tempted to call in a bomb threat, be aware that UTA has the technology to trace phone calls.
Every effort will be made to avoid cancellation of presentation/ tests caused by bomb threats to the
Business Building. Unannounced alternate sites will be available for these classes. If a student who has a
class with a scheduled test or presentation arrives and the building has been closed due to a bomb threat,
the student should immediately check for the alternate class site notice which will be posted on/near the
main doors on the south side of the Business building. If the bomb threat is received while class is in
session, your instructor will ask you to leave the building and reconvene at another location. Students
who provide information leading to the successful prosecution of anyone making a bomb threat will
receive one semester's free parking in the Maverick Garage across from the Business Building. UTA's
Crimestoppers may provide a reward to anyone providing information leading to an arrest. To make an
anonymous report, call 817-272-5245.

COBA Policy on Food/Drink in Classrooms
College policy prohibits food and/or drinks in classrooms and labs. Anyone bringing food and/or drinks
into a classroom or lab will be required to remove such items, as directed by class instructor or lab

Evacuation Procedures
In the event of an evacuation of the College of Business building, when the fire alarm sounds, everyone
must leave the building by the stairs. With the fire alarm system we now have, the elevators will all go to
the first floor and stay there until the system is turned off. All those in the North tower side of the
building should proceed to the fire escape stairs located on the East and West sides of that wing.
For disabled persons: please go to the Northeast fire stairs. We have an evacuation track chair located
on the 6th floor stairwell. We have people trained in the use of this chair and there will be someone who
will go to the 6th floor to get the chair and bring it to any lower floor stairwell to assist disabled persons.
Faculty members will notify the Dean’s Office at the beginning of each semester of any disabled persons
in their classes. Should this be a real emergency, the Arlington Fire Department and UTA Police will also
be here to help.


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