Course Outline

EMGT 514 : Professional Service Marketing

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Last approved: Wed, 20 Jan 2016 13:51:13 GMT

Last edit: Wed, 20 Jan 2016 13:51:12 GMT

College of Business (WBUAD)
Professional Service Marketing
This course will introduce students to marketing in a service and customer driven context. The course will examine the differences between marketing tangible goods and services. Marketing issues related to these differences will be identified and solutions/alterations necessary to market services will be explored. The Gap model of service quality will provide the framework for exploring the topics of the class.

Introduce students to marketing and specifically services marketing. Due to client involvement in the production of services and the complexity of the work, many challenges arise in services marketing that are not typically considered in the production of goods. Students will learn how to manage these differences.

Upon course completion, students will be able to:1. Evaluate the link between services marketing and firm profitability2. Apply the Gaps Model of service marketing.3. Appraise the Gaps Model of service marketing.4. Discriminate between services and products and how they are marketed.5. Analyze the unique challenges inherent in, developing, marketing and managing services.6. Develop a service recovery process.7. Explain essential knowledge and skills required for delivering service quality.8. Describe the interconnectedness among business disciplines and functional groups in an organization and how these linkages are essential components for achieving services excellence.

Located on the Daytona Beach Campus, the Jack R. Hunt Library is the primary library for all students of the Worldwide Campus. The Chief Academic Officer strongly recommends that every faculty member, where appropriate, require all students in his or her classes to access the Hunt Library or a comparable college-level local library for research. The results of this research can be used for class projects such as research papers, group discussion, or individual presentations. Students should feel comfortable with using the resources of the library. 

Web & Chat:
Text: (386) 968-8843
Library Phone:  (386) 226-7656 or (800) 678-9428

American Psychological Association. (2010). Publication manual of the American Psychological Association (6th ed.) Pine, Joseph B, and Gilmore, James H. (1998). Welcome to the Experience Economy. Harvard Business Review July-August, 97 – 105. Brown, Stephen W. (2000). The Move to Solutions Provides. Services Marketing, Spring 10-11. Brady, Diane (2000). Why Service Stinks. Business Week October 23. Haeckel, Stephen H., Carbone, Lewis P. and Berry, Leonard L (2003). How to Lead the Customer Experience. Marketing Management, January/February, 18-23. Heskett, James L., Jones, Thomas O., Loveman, Gary W., Sasser W. Earl and Schlesinger, Leonard A. (1994). Putting the Service-Profit-Chain to Work. Harvard Business Review. March-April, 164-174. Jones, Thomas O. and Sasser, W. Earl (1995). Why Satisfied Customers Defect. Harvard Business Review November /December. 88-99.

Written assignments must be formatted in accordance with the current edition of the Publication Manual of the American Psychological Association (APA) unless otherwise instructed in individual assignments.

ActivityPercent of Grade
Input Grading Item100

Undergraduate Grade Scale

90 - 100% A
80 - 89% B
70 - 79% C
60 - 69% D
0 - 60% F

Graduate Grade Scale

90 - 100% A
80 - 89% B
70 - 79% C
0 - 69% F
Cristal Miskovich - 3/3/2015
Dr. Jim Marion, PMP - 3/3/2015
Dr. Tom Henkel, PMP - 3/3/2015
Dr. Bobby McMasters - 3/3/2015
1-6 Master of Science in Engineering Management 1. Apply sound and appropriate communication skills and techniques in the presentation of management/business problems and projects.
2. Apply appropriate finance, economic, marketing and quantitative techniques/concepts to business projects, business problem solving and decision making
3. Ability to function in and manage multidisciplinary teams
4. Understanding of professional and ethical responsibility
5. Recognition for the need for lifelong learning
6. Think critically in order to understand engineering/business problems form multiple perspectives.
Key: 281