INLS 237: MARKETING INFORMATION SERVICES

SCHEDULE

Spring 2006

Jan. 11 ... Jan. 18 ... ... Feb. 1 ... Feb. 8 ... Feb. 15 ... Feb. 22 ... Mar. 1 ... Mar. 8 ... Mar. 22 ... Mar. 29 ... Apr. 5 ... Apr. 12 ... Apr. 19 ... Apr. 26

Blackboard

Use the Blackboard discussion forums for assignment postings, reading commentaries, observations and questions about relevant topics throughout the semester. Look for announcements on the Blackboard site as well.
NOTE: You will need an onyen and password to enter the Blackboard site.

Session/Date
Topic
Preparation for Class
1. Jan. 11 Introductions.
Review of course plan and assignments.
INTRODUCTION TO MARKETING FOR LIBRARIES, LIBRARIANS AND INFORMATION SERVICES
Assigned: Market Audit and Short Exercise 1 (Relationship Marketing or Service Recovery) - Due Feb. 8.
Review syllabus, assignments, schedule and purchase the textbook.
2. Jan. 18 GAPS MODEL.
CUSTOMER EXPECTATIONS OF SERVICE

Zeithaml & Bitner (Z&B): Chapters 1&2.
3. Jan. 26 CUSTOMER EXPECTATIONS AND PERCEPTIONS OF SERVICE
DIMENSIONS OF SERVICE QUALITY

Z&B: Chapters 3&4.
4. Feb. 1 GAP BETWEEN EXPECTATIONS AND PERCEPTIONS
MARKET RESEARCH
Case discussion: Virgin Atlantic Airways

Z&B: Intro to Part 2 and Chapter 5. Virgin Atlantic Airways, pp. 541-560.
5. Feb. 8 BUILDING CUSTOMER RELATIONSHIPS
SERVICE RECOVERY AND SERVICE GUARANTEES
Short Exercise 2 (Customer-Defined Service Standards or The Servicescape) assigned. Due Feb. 22
Z&B: Chapters 6 and 7. Exercise 1 due.
6. Feb. 15

REVIEW OF CHAPTERS 1-7.
Short quiz (informal - ungraded).
GAP BETWEEN SERVICE DESIGN AND PERFORMANCE
SERVICE DEVELOPOMENT AND DESIGN
Case discussion: Northwest Airlines case (Service Recovery).

Z&B: Part 3 and Chapter 8.
Northwest Airlines Case, pp. 581-598. Remember to check Blackboard and respond to your collegue's work and/or add commentary based on outside readings or observation.
7. Feb. 22 CUSTOMER-DEFINED SERVICE STANDARDS
Short Exercise 3 (Employee or Customer Roles in Service Delivery. Due March 22.
Z&B: Chapter 9.
Exercise 2 due.
8. Mar. 1 SERVICESCAPE
Presentations of Market Audit reports
Case discussion: Custom Research Inc.
Consulting Report assigned. Presentation due April 19 or 26; Paper due May 7.

Z&B: Chapter 10. Customer Research case, pp. 561-580. Market Audit Assignment due.
9. Mar. 8 GAP BETWEEN SERVICE DESIGN AND SERVICE DELIVERY
EMPLOYEE ROLES

Z&B: Part 4 and Chapters 11 & 12.
March 15 SPRING BREAK -- woo, woo! Enjoy needed rest and relaxation.

Time to catch up.
10. Mar. 22 CUSTOMER ROLES IN SERVICE DELIVERY Case discussion: Ernst & Young.
Short Exercise 4 (Promoting Service Promises) assigned.
Z&B: Chapter 13. Short exercise 3 due.
11. Mar. 29 WEB SITE EVALUATION FROM MARKETING PERSPECTIVE.
MANAGING DEMAND AND SUPPLY

Z&B: Chapter 14.
12. Apr. 5 GAP SERVICE DELIVERY AND CUSTOMER COMMUNICATIONS
INTEGRATED SERVICES COMMUNICATION.

Z&B: Part 5 and Chapter 15. Check out the PSA on the Library.
13. Apr. 12 PRICING SERVICES AND CONSIDERING COSTS TO CUSTOMER
CUSTOMER DEFINITIONS OF VALUE.
Case discussion: Giordano Case or Guest Speaker.
Z&B: Chapter 16 and 17. Giordano Case, pp. 643-660. Short Exercise 4 due.
14. Apr. 19 REVIEW OF GAPS MODEL OF SERVICE QUALITY
Presentations of Consulting Report
Z&B: Part 6 and Chapter 18
15. Apr 26
Last class
Presentations of Consulting Report
Hail and Farewell Ceremony!
 
May 7 Written Consulting Report due. Last chance to submit postings on Blackboard.

Revised Feb. 26, 2006.
If you have questions or suggestions, please contact
Evelyn Daniel