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Session/Date
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Topic
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Due Dates
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| 1. August 21
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Introductions.
Review of course plan and assignments.
MARKETING OF GOODS AND SERVICES.
Guest speaker: Jeff Hill presenting marketing framework for SILS.
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Text: Part 1, Chapter 1.
Market Audit Assignment Described
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| 2. August 28
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GAPS MODEL.
CUSTOMER EXPECTATIONS OF SERVICE
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Text: Chapters 2&3.
Exercise 1 Described: Relationship Marketing or Service Recovery |
| 3. September 4
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CUSTOMER PERCEPTIONS OF SERVICE.
DIMENSIONS OF SERVICE QUALITY
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Text: Chapter 4. |
| 4. September 11 |
PROVIDER GAP 1.
MARKET RESEARCH.
Case discussion: Custom Research, Inc. (Which customer?)
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Text: Part 2. Chapter 5. Customer Research Case.
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5. September 18 |
BUILDING CUSTOMER RELATIONSHIPS.
SERVICE RECOVERY AND SERVICE GUARANTEES |
Text: Chapters 6 and 7.
Exercise 1 due.
Exercise 2 Described: Customer-Defined Service Standards or The Servicescape |
| 6. September 25 |
REVIEW OF CHAPTERS 1-7.
Short quiz (informal - not collected or graded).
PROVIDER GAP 2
SERVICE DEVELOPOMENT AND DESIGN
Case discussion: Northwest Airlines case (Service Recovery).
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Text: Part 3. Chapter 8.
Northwest Airlines Case
At least 3 of your outside readings should be posted by this week. |
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7. October 2 |
CUSTOMER-DEFINED SERVICE STANDARDS
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Text: Chapter 9.
Exercise 2 due.
Exercise 3 described: Employee or Customer Roles in Service Delivery |
| 8. October 9 |
SERVICESCAPE
Case discussion: Ernst & Young (New Service Development). Discussion led by Megan.
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Text: Chapter 9. Ernst & Young Case
Market Audit Assignment due.
Consultant Report Described. |
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9. October 16 |
PROVIDER GAP 3.
EMPLOYEE ROLES
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Test: Part 4. Chapter 11.
Exercise 3 due.
Exercise 4 Described: Managing Customer Costs or Managing Customer Promises. |
| October 23
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Class cancelled. Instructor in Taiwan.
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Time to catch up. Post a couple more readings. |
| 10. October 30
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CUSTOMER ROLES
INTERMEDIARIES AND CHANNELS.
Case discussion: GE Medical Systems (Customer Roles). Discussion led by Patrick. |
Text: Chapters 12 and 13. GE Medical systems Case
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11. November 6
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WEB SITE EVALUATION FROM MARKETING PERSPECTIVE.
MANAGING DEMAND AND SUPPLY
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Text: Chapter 14.
Exercise 4 due. |
| 12. November 13
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PROVIDER GAP 4.
INTEGRATED SERVICES COMMUNICATION.
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Text: Part 5. Chapter 15.
Look at The Advertising
Council. Campaign for
Freedom. Check out the PSA on the Library.
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13. November 20
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PRICING OF SERVICES.
CUSTOMER DEFINITIONS OF VALUE.
EFFECTS OF SERVICES FINANCIALLY AND ECONOMICALLY
Case discussion: Giordano (Positioning) led by Kristen.
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Text: Chapters 16 and 17. Giordano Case.
At least six of your readings should be posted. |
| November 27
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No class. Thanksgiving break.
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Enjoy your Turkey day! |
14. December 4
Last class
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THE BIG PICTURE.
INTEGRATED GAP MODEL OF SERVICE QUALITY.
Case discussion: North Pittsburgh Telephone Company. Discussion led by Tracey.
Consultant Report Discussion. Hail and Farewell Ceremony!
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Text: Part 6 and Chapter 18
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| December 9
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Consulting Report due.
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Last chance to submit reading postings.
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