MKT 3340 A01 Services Marketing June 2-24, 2014

Transcription

1 MKT 3240 T02 Pricing Strategy Summer /8 Dr.Mohan Mike Agarwal Learning Coach: Classroom Time Text Asper School of Business University of Manitoba MKT 3340 A01 Services Marketing June 2-24, 2014 Dr. Mohan Mike Agarwal 117 Drake Mon-Fri hrs instructor to obtain E-book Essentials of Services Marketing, 2009 Lovelock Wirtz, Chew, ISBN-10: , Pearson Office: 674 Drake Office Hours: M-F hrs or by appointment Phone: Official communication Your s will be answered M-F Please add your name and the course number in your s). 1. Introduction The course offers an intensive and yet stimulating understanding of marketing of services and service firms. Your daily chores - ranging from the morning bus ride to the university to collecting your laundry in the evening, will help you appreciate how many more services we buy in a day. Indeed, for quite some time, Canadian economy is increasingly more dependent on service sector. Services contribute two third to her gross national product (GNP). The service sector includes the core service providers like Bank of Montreal to service-dominant goods retailers like Safeway. This course will help you reflect on differences between goods and services and their implications for staging and marketing value to customers. Service marketing principles and approaches will be compared with those of goods. Finally, value staging strategies, the modern form of marketing, of select service providers in Canada will be illustrated through examples and presentations to connect the fundamentals of services marketing. 2. Learning goals To learn and internalize the key differences between goods and services; To learn how to market services so that they create enduring value for customers; and, To learn value staging (marketing) strategies of major service providers in Canada. 3. Grade Components On time presence & Case participation (17X2%) 34 Weekly Team Presentations (3X7%) 21 Weekly Tests (June 10, 17 & 24) 45

2 MKT 3240 T02 Pricing Strategy Summer /8 Dr.Mohan Mike Agarwal Learning Coach: Dr. Mohan Agarwal Recent Teaching Awards 2014: Hind Rattan of India (Jewel of India) from the NRI Association, awarded by the Federal Government Minister in New Delhi, India 2011: Best Professor in Marketing in Asia, World Education Forum, Dubai, UAE 2010: International Best Case Writing Award Winner, New Delhi, India 2009: Dean Recognition for outstanding teaching; University of Manitoba, Canada. 2008: Dean Recognition for outstanding teaching; University of Manitoba, Canada. 2006: Educator award, Lerner School of Business, University of Delaware, (USA), Nominated 2005: Master Teaching Award (nominated) Marketing Management Association, USA. 2005: Vice Chancellor recognition for outranking Teaching, Bond University, Australia 2004: Distinguished Teaching Award, California State University, San Luis Obispo (USA). 2003: Most Outstanding Marketing Teaching Award, California State University, (USA). 2001: Ishan National Teaching Award, New Delhi (India). 2000: US Fulbright Fellowship (USA) 1993: Euro-India Cooperation and Exchange Program (France) Fellowship 1989: Association of Management Development Institutes in South Asia (AMDISA) Fellowship 1986: British Council Commonwealth Fellowship (UK) Global Teaching Portfolio University of Massachusetts Boston (USA) California Polytechnic State University (USA), University of Delaware (USA), Bentley College (USA), Villanova University (USA), University of Manitoba (Canada), Tec De Monterrey Institute of Management (Mexico), ESSEC Business School (France), Ecole de Management Normandie (France) Leicester Business School, (UK), DeMontfort University (UK), Southern Denmark University (Denmark), University of Queensland (Australia), Bond University (Australia), National Yunlin University (Taiwan), Chaoyang University (Taiwan) Universitas 21 Global (Singapore), IMT Dubai, SP Jain Singapore and Dubai, Hamdan e-university, Dubai; XLRI Singapore, American University in the Emirates, Dubai among many others. Teaching Philosophy C- Creativity: Encourage newer ways to learn, share the joy, and connect the same to business; A- Advance preparation: Plan lecture inputs such that students get most out of each class. R- Responsible: Expect the self and students to own and contribute equally to learning. E- Engaging: Engage students to participate, debate and get challenged.

3 MKT 3240 T02 Pricing Strategy Summer /8 Dr.Mohan Mike Agarwal 4. Class Schedule Session & Day 1.1 Mon Date Topic Ch ap. June 2 Course Introduction, 1 understanding services and service types Exercise Video 1.2 Tue 1.3 Wed June 3 Consumer Behaviour in Services 2 Case on complaints June 4 Positioning Services in Competitive Markets Thurs June 5 Developing the Service Concept: Core and Supplementary Elements 4 Dr.Becketts Dental office 1.5 Fri June 6 Distributing Service Through Physical and Electronic Channels Mon June 9 Setting Prices and Implementing Revenue Management 6 Revenue management of Gondolas 2.2 Tue 2.3 Wed June 10 June 11 Test 1 Upload and hand in your weekly diary 1 Promoting Services and Educating Customers Developing and Managing Service Processes 7 Accra Beach Hotel 2.4 Thurs June 12 Balancing Demand Against Productive Capacity Fri 3.1 Mon 3.2 Tue 3.3 Wed 3.4 Thurs 3.5 Fri 4.1 Mon June 13 Crafting the Service Environment 9 Red Lobster June 16 Managing People for Service Advantage 10 June 17 Managing Relationships/ Loyalty 11 DHL Capital asset Test 2, Upload and hand in your weekly diary 2 June 18 Service Recovery & Guarantee 12 June 19 Improving Service Quality 13 Accellion Service Guarantee June 20 Improving Service Productivity 14 June 23 Organizing for Service Leadership 15 Biometric meets services 4.2 Tue June 24 Test 3 and hand in your weekly diary 3

4 MKT 3240 T02 Pricing Strategy Summer /8 Dr.Mohan Mike Agarwal 5. Grade scheme 91 and more A A B B C C D <50 F 6. On time Presence and Class participation (34 points) Instructor respects punctuality and time on task. On time arrival in the class is essential to an effective learning environment. Attendance will be taken as class begins and again if required. Each absence, tardiness or early departure will lose you 2 points. No exceptions. The goal of class participation is to learn from each other. It is important that we know each other better from Day 1 so that we can take full advantage of each other s contribution and make the learning fun. For this purpose, Hand in on day 1, a brief introduction of yourself with a small photograph and write a paragraph describing three uses you can make of the course. The instructor will also give you a card to write your name on. Bring this card to every class session. Class participation points can be earned through your preparation of the assigned readings and cases, and contributing to the learning environment of the class. Refer to Tables 2 and 3 for grading criteria. Table 2: Grading scheme of the Class Participation Criteria A+ and A B+ and B C+ and C D F 1. Pre-class preparation 2. Asking relevant 3. Answering 4 In-class enthusiasm Shows complete preparation of the topic of the day and offers additional insights Asks relevant and stimulating Replies with clarity, coherence and insight Stimulating to all Shows reasonable preparation of the topic of the day. Asks Replies unsurely OK Shows preparation of the topic of the day. Asks any Replies incorrectly Speaks of an artificial interest Shows little preparation of the topic of the day. Asks no Unintereste d in replying Speaks of a forced interest Shows no preparation of the topic of the day. Has no interest in asking or answering Uninterested in replying Clearly Distant Table 3: Self-grading of Class Participation (Weekly) 1. On a scale of 1(least) - 10 (most), how well did you participate in the review? On a scale of 1(least) - 10 (most), how many times did you ask? On a scale of 1(least) - 10 (most), how many times did you reply to the of others in the class? On a scale of 1(least) - 10 (most), how prepared was I every day for the class? On a scale of 1(least) - 10 (most), how did you participate in the case discussion? You give yourself overall points out of 10 to you as Name Student ID

5 MKT 3240 T02 Pricing Strategy Summer /8 Dr.Mohan Mike Agarwal 7. Weekly Team Presentations Towards collective learning, the class will be organized in five teams. Each team will make 15 minutes power-point presentations and 6-8 pages MS report once a week. Team will study and present three services marketers in North America. The presentation will have a maximum of 10PowerPoint slides and include the theory of services marketing, a short profile of the company (history, product mix and market performance etc.); how the company markets its services and list at least five lessons. The typed MS report should be within 8 pages. Make your presentation and report interesting. Insert visuals, graphs, diagrams etc. to make your report interesting to read. presentation /report to the instructor and bring a paper copy of the same for the instructor to the class. Distribute 1 page summary of presentation to the class. Refer table 4 for grading criteria. Table 4: Grading of Presentation Attention How well does the presentation capture and hold the viewer s attention? GRADE for attention Understanding Is the presentation easy to understand and follow? GRADE for understanding Impression Is the presentation impressive? GRADE for impression 1. Creative devices 2. Enthusiasm 3. Not reading 4. Audio-visual devices 5. Shifts / changes 1. Clear agenda / plan 2. Appropriate level of complexity / simplicity 3. Simplified presentation of points, numbers 4. Use of graphs 5. No more than 40 words on any slide 1. Appropriate / thoughtful dress 2. Quality of supporting materials (overheads, audio, video, etc.) 3. Well-rehearsed 4. On-time start and finish 5. Management of the inevitable glitches 6. Clear ending 8. Learning tools Conceptual inputs Class participation Textbook case discussion Case presentations Video case discussion Course progress Diary

6 MKT 3240 T02 Pricing Strategy Summer /8 Dr.Mohan Mike Agarwal 9. Weekly Tests 45) I will test your learning three tests on a weekly basis through multiple-choice test or short case problems. The test values are 15 each. Test dates are June 10, 17 and 24. For sample of short case, check the power points: 1. Which of the following are deeds, processes, and performances? a. Attributes b. Experiences c. Services d. Goods 10. Course progress Diary As a course requirement, you are required to post a course progress diary on July 10, 17 & 24 of the course on and hand in paper copy of the same. While you earn no grade for doing the diary, timely submission is mandatory to pass the course. Course progress Diary 1: Tue June 10, 2014 What is the relevance of marketing of services? Elaborate your answer with minimum five bullet points in 200 to 250 words. Course progress Diary 2: Tue June 17, 2014 How does the extended marketing mix stage a more enduring consumer value? Elaborate your answer with minimum five bullet points in 200 to 250 words. Course progress Diary 3: Tue June 24, 2014 How do services strategies differ from goods? Illustrate your answer with minimum five bullet points in 200 to 250 words. IMPORTANT: Effective September 1, 2013, the U of M will only use your university account for official communications, including messages from your instructors, department or faculty, academic advisors, and other administrative offices. If you have not already been doing so, please send all s from your UofM account. Remember to include your full name, student number and faculty in all correspondence. For more information visit:

7 MKT 3340 A01 Services Marketing Summer /8 Dr.Mohan Agarwal Academic Integrity It is critical to the reputation of the I.H. Asper School of Business and of our degrees that everyone associated with our faculty behave with the highest academic integrity. As the faculty that helps create business and government leaders, we have a special obligation to ensure that our ethical standards are beyond reproach. Any dishonesty in our academic transactions violates this trust. The University of Manitoba General Calendar addresses the issue of academic dishonesty under the heading "Plagiarism and Cheating". Specifically, acts of academic dishonesty include, but are not limited to: - using the exact words of a published or unpublished author without quotation marks and without referencing the source of these words - duplicating a table, graph or diagram, in whole or in part, without referencing the source - paraphrasing the conceptual framework, research design, interpretation, or any other ideas of another person, whether written or verbal (e.g., personal communications, ideas from a verbal presentation) without referencing the source - copying the answers of another student in any test, examination, or take-home assignment - providing answers to another student in any test, examination, or take-home assignment - taking any unauthorized materials into an examination or term test (crib notes) - impersonating another student or allowing another person to impersonate oneself for the purpose of submitting academic work or writing any test or examination - stealing or mutilating library materials - accessing tests prior to the time and date of the sitting - changing name or answer(s) on a test after that test has been graded and returned - submitting the same paper or portions thereof for more than one assignment, without discussions with the instructors involved. Group Projects and Group Work Many courses in the I.H. Asper School of Business require group projects. Students should be aware that group projects are subject to the same rules regarding academic dishonesty. Because of the unique nature of group projects, all group members should exercise special care to insure that the group project does not violate the policy on Academic Integrity. Should a violation occur, group members are jointly accountable unless the violation can be attributed to a specific individual(s). Some courses, while not requiring group projects, encourage students to work together in groups (or at least do not prohibit it) before submitting individual assignments. Students are encouraged to discuss this issue as it relates to academic integrity with their instructor to avoid violating this policy. In the I.H. Asper School of Business all suspected cases of academic dishonesty are passed to the Dean's office in order to ensure consistency of treatment.

8 MKT 3340 A01 Services Marketing Summer /8 Dr.Mohan Agarwal Student Identification: (please print clearly) UNIVERSITY OF MANITOBA Asper School of Business Medical Absenteeism Form Last Name First Name Middle Initial U of M Student Identification # I hereby authorize to verify with the attending physician or his/her staff or (Name of Instructor/Administrator) colleagues that the contents of this form are true. Student s Signature Date To be completed by the attending physician: (after the above section is completed) Physician s Last Name (please print clearly) Physician s First Name Middle Initial Street Address City, Province Postal Code Telephone Number Fax Number To the attention of the physician: Your evaluation of the student s condition is being used for the purpose of determining whether or not the student has a valid reason to miss an important exam or assignment. Your professional evaluation is necessary to ensure that only valid cases are excused. I certify that the nature of the student s condition is severe enough to prevent the student from taking an exam or completing an assignment. If requested, my associates or I will verify for the above-named instructor/administrator that this information is accurate. The student s condition will likely span the following dates: (indicate start date) until Physician s Signature (indicate end date) Notes to physician: Please make a note in the student/patient s file indicating that the student has given the above-named instructor/administrator permission to verify with you, your staff, or your colleagues, that the information contained on this form is correct. Thank you for your professional evaluation of this student s condition. PLEASE ATTACH THIS FORM TO YOUR REGULAR OFFICE STATIONERY THAT INDICATES THE STUDENT VISITED YOUR OFFICE. Note to student: The use of this form is at the option of the student. However, in order to obtain an excused absence for an assignment or exam, the student must obtain a doctor s certification that the student s condition is severe enough to prevent the student from taking the exam or completing the assignment. It is NOT SUFFICIENT to provide a note that only indicates the student visited the doctor s office. Date