Welcome to Services Marketing Online!

My name is Cheryl O'Meara Brown and I am very glad to have you in my class.  (Please read the "Welcome" News item on the course home page for some info about me.)

Read this syllabus very carefully, as it is a substitute for the first class meeting -- it contains all of the important information that you need to know for this class.

You also need to review the course schedule and make note of the important deadlines for assignments and exams.  I recommend printing the course schedule out for easy reference throughout the semester as a back-up to the CourseDen calendar and/or any other electronic calendars you use.

Note: If you would like to save this syllabus as one document (or to print it out as one document), use this link

Course Management System, D2L (aka CourseDen)

UWG uses Desire2Learn (D2L) for our learning management system, a.k.a. CourseDen.

There are helpful tutorials for D2L provided in the "Help" tab at the top of the screen.   

If you need assistance with D2L at any time during the semester, please don't hesitate to contact the UWG Online crew -- they are fantastic.  Their contact information can also be found in the "Help" tab.  Their website includes accessibility information for disabled students.

Intro to the Class

A Quick Introduction to This Class

Online classes are great in that they allow you to work on them at your convenience, which is especially helpful to those who have busy work schedules and family lives. Sometimes, however, students will take an online class assuming that it will be “easier.” You will not find that to be true for this class.

In a traditional (in-class) class, students have the option of taking a passive approach to learning, simply going to class and listening to lectures (receiving the information). In an online class, though, students must actively take it upon themselves to learn. They must take the initiative to read the material and do the assignments without any outside encouragement.

Additionally, in a traditional class, you are expected to spend 3 hours per week IN class and another 6 hours per week outside of class (total of 9 hours per week per course). The same amount of time is expected of you in an online classwhich many students fail to realize. (For example, if you spend an hour scanning the material and thirty minutes completing the graded assignment that is due in a particular week, you probably will not receive a very good grade on that assignment.)

If you are willing to take this class just as seriously as you would a traditional class and you are organized and self-directed, you will absolutely do well in this class. If you are not sure, please read this syllabus carefully and decide for yourself whether you would rather take a traditional class or remain with the online version.

I look forward to a great semester!

Course Info and Required Text

Course: Services Marketing Online, MKTG 4861 

Instructor: Cheryl O’Meara Brown, MBA

Required Text Material: Services Marketing, 4e, by K. Douglas Hoffman and John E.G. Bateson. Thomson/South-Western. 
ISBN 13: 978-1-4390-3939-7
ISBN 10: 1-4390-3939-9
I do recommend the most current version of the book. While you are welcome to buy an older edition and much of it may be the same or similar, I cannot guarantee that an older edition will have everything you need for assignments, quizzes, cases, etc.

If desired, you may purchase an electronic version of the book ("e-book").


UWG Bookstore: http://www.bookstore.westga.edu/
Note: if you choose to order your book online (e.g. from half.com or another site), you are still expected to turn the assignments in on time (regardless of whether you have received your book). No make-up work will be allowed.

Pre-requisites: Enrollment in this course requires compliance with the College of Business Policy for Major Status and completion of MKTG 3803.

Online Academic Support and Student Resources:

Under the Resources tab at the top of the page, you'll find the UWG Online Student Guide, which provides information on tutoring, counseling, accessibility for disabled students, and much more.

Introduction: This course will define and differentiate the marketing of services from the marketing of tangible goods. You will study the consumer decision processes involved in services marketing, ethical issues, challenges for management, strategic issues that affect the marketing mix and the servuction model, and customer satisfaction and retention methods for service providers.

Learning Goals: Upon successfully completing the course, the student should be able to:

1. Understand the fundamental differences between goods and services. (LG 4)

2. Recognize how ethical decision-making and managerial leadership affect services marketing strategies and decisions. (LG 5)

3. Understand the strategic issues that affect marketing for services. (LG 6)

4. Have basic knowledge of how services are delivered and priced. (LG 8)

5. Discover how do define and measure customer satisfaction and service quality. (LG 7)


Please review the following information at this link. It contains important material pertaining to your rights and responsibilities in this class.  Because these statements are updated as federal, state, university, and accreditation standards change, you should review the information each semester.

Course Format and Assignments

This course consists of reading assignments, discussion postings, quizzes and exams, which are presented to you in Modules and are due weekly.  All Modules are available in the Content Browser.

Each (non-exam) week, within each Module, you will be given the following:

A Checklist: Checklists let you know what's expected of you that week (for that Module). You should use the checklists to track your progress and mark off (check) the items that you've completed as you complete them.  (Using the checklists is a part of your final grade!)

Reading Assignments: Specific chapters are assigned (including Exhibits, charts, etc.) for you to read and study.

PowerPoint Slides: These have been created to highlight important topics and to use for taking notes while reading.

Graded Assignment, Case Analysis, Chapter Quiz, and/or Discussion PostingEvery week, you will be required to take a chapter quiz, complete a graded assignment, analyze a case, or participate in a discussion (or some combination of these).

These assignments, quizzes and discussions are due by Friday at 10:00pm (Eastern time) during the week in which they are assigned (see Course Schedule for easy reference). If they are not turned in by 10:00pm on Friday, they will not be accepted and you will receive a zero. There are no exceptions to this rule.

Note: CourseDen undergoes scheduled maintenance every other Friday starting at 10:00pm; see "Technical Problems" section of syllabus for more info.


Discussions: Your posts (including responses to classmates’ postings when required) must be completed by the end of that week (Friday) by 10:00pm.

Your original discussion posts will be graded according to accuracy (regarding the topic specified), spelling and grammar, and level of effort.  You should elaborate, clarify, elucidate, and explain! The more effort you put into your posts, the higher your grade will be.

When replying to classmates’ original posts, you should say more than, “I agree, Sara” or “You are right, John.” You should specify exactly what you agree/disagree with along with WHY; i.e., you should elaborate and ask questions of one another.


In general, you can expect discussion grades to be posted within one week after their due dates. 



Assignments and Case Analyses: Assignments and Cases will relate to the material being covered during the week that they are due and are intended to help you better understand the material. Assignments are due by the end of that week (Fridayat 10:00pm) and cannot be turned in late. If you do not complete the assignment before it is due, you will receive a zero for that assignment; no exceptions.


IMPORTANT: When submitting assignments, you must complete your assignment in MS Word (Times New Roman 12-pt font, double-spaced) and then attach it to your submission.


You are expected to spend a significant amount of time on assignments and case analyses; I expect them to be 3-4 (or more) pages in length. As this is a senior-level course, I expect your marketing knowledge (everything you've learned so far) to shine through!  Also, double-check your spelling and grammar; all capital and/or lower-case letters and significant grammatical errors make papers difficult to read and will receive lower grades. 



When Assignments, Case Analyses and Discussions are graded, I keep the following general “rules” for letter grades in mind:

“A” (90-99) means excellent

“B” (80-89) means good, above average

“C” (70-79) means average (many other assignments/discussions look like yours)

“D” (60-69) means below average (most of the class put more effort into it than you did)

“F” (<60) means it’s really bad

A perfect 100 is just that – perfect (everything is complete and correct, and it’s obvious that much, much time and effort went into it)

In general, you can expect discussion grades to be posted within one week of their due dates and assignment and case grades to be posted within two weeks of their due dates.

Quizzes: Quizzes will relate to the reading assignments for their respective chapters and will contain ten multiple-choice and true/false questions. You will have 30 minutes per quiz and only one attempt.

Quizzes must be completed by the end of the week that they are due (Friday at 10:00pm) and cannot be completed late. If you do not take the assigned quiz before it is due, you will receive a zero for that quiz; no exceptions.

A note about quizzes: You may notice that you will not be able to review your quizzes after you have completed them.  This is to make it a little harder for the dishonest students (however few there are) to easily print them out and share them.  However, if you would like to review a quiz, we can arrange (ahead of time) a date/time for you to do so in the Marketing Department.

You ARE ALLOWED to complete any material (exams, quizzes, assignments, case analyses, discussions) EARLY if you desire to do so.  However, please be aware that assignments and discussions will not be graded until after their due dates.

Your lowest quiz grade will be dropped.  Additionally, your  lowest assignment OR discussionOR case grade will be dropped (i.e. assignments, discussions and cases are lumped into one category and the lowest is dropped).

You are expected to WORK ALONE.  Working on  assignments, cases, quizzes, exams, etc. with a classmate or anyone else IS CHEATING. "Fail with honor rather than succeed by fraud."



Three exams (40-50 multiple choice questions) will be required throughout the semester (see course schedule for dates). You are allowed only one attempt and 75 minutes for each exam. Exams will be available all semester long, up until their respective due dates at 10:00pm.

A 75-minute, 50-question exam allows 1.5 minutes per question. Therefore, you may not have time to be flipping all over the book to find answers. It is pertinent that you read the chapters, make notes or outlines from the chapters and from the instructor presentations, highlight important topics, and be organizedBEFORE taking the exams.

There are no make-up exams, assignments or quizzes under any circumstances! If you miss an exam/assignment/quiz (even if you experience some type of technical or computer problem), you will receive a zero for that exam/assignment/quiz.


You are expected to work alone on all exams (and all assignments in this course).

OPTIONAL Comprehensive Final Exam: There will be ONE optional final exam offered at the end of the semester (see course schedule) to replace your lowest exam grade. This will be a comprehensive exam and will contain 100 multiple-choice questions. The exam is located in Module 15; you will have two hours and only one attempt for this exam.

This exam is intended to help those who may experience some type of technical problem while taking an exam or those who missed an exam for some reason; however, if you are “borderline” at the end of the semester and would like to attempt to bring your grade up, you may also take the exam. (This exam can only help you; if you do worse on it than any of your regular exams, it will not count.)

If you decide that you would like to take the optional final, you may take it during the time specified on the course schedule. After you’ve taken it, if you made a better grade than your previous exams, you must e-mail me letting me know that you completed it because I have to manually override your lowest exam grade with the optional final grade.

Technical Problems

Problems with CourseDen:

Should you encounter problems using CourseDen/D2L, please contact UWG|Online.  Their contact information can be found under the Help tab at the top of the page.

PAY ATTENTION to the scheduled maintenance days/times that are performed on a regular basis. (For example, CourseDen undergoes scheduled maintenance every other Friday starting at 10:00pm.) You need to avoid taking quizzes, turning in assignments, etc. during scheduled maintenance or else your work will be lost!  This is the reason assignments are due by 10pm on Fridays (rather than midnight).

The scheduled maintenance calendar can be found by clicking "Maintenance Schedule" at the top of the page.

You should also note that CourseDen can be accessed directly (via https://westga.view.usg.edu) in the case that the MyUWG portal is down.  (Save it to your favorites/bookmarks.)


Problems with Computers or Internet on Campus:

Should you encounter problems using any of the computers on campus and are unable to locate a lab assistant, please contact the ITS Helpdesk. Their website is: http://www.westga.edu/its/.



There is nothing your instructor can do about technical problems you may encounter. When taking an online class, you must assume that some technical problems will occur, and plan accordingly when possible. (E.g., you should not wait until until 9:00 PM on Friday to start a quiz; don't put off an assignment until the day it's due; do not purposely skip a quiz thinking that it will be your dropped grade; etc.)

Technical problems (along with serious personal issues) are why the lowest quiz grade and lowest assignment/discussion grade are dropped.

Class Announcements, Contacting the Instructor

Announcements: Any important course announcements from your instructor will be made via the News tool on the course home page. I recommend that you log in to the course often (at least once per day).

Contacting the Instructor/Office Hours:

1.  My office hours (office #2304 in the Marketing & Real Estate Department) this semester will be on Mondays and Wednesdays at the following times:
     9:00-11:00 a.m.
     1:50 p.m.-2:30 p.m. 

2.  Email. I will respond to e-mails Monday through Friday.  Either use the course Email within CourseDen, or use cbrown@westga.edu.  Please include in the subject line which class you are in (or writing to me about).  Most of the time, I will reply within a few hours.  Sometimes it may take a day or two (depending on the nature of the question).  I may or may not respond to e-mails on the weekend. 


Warning:If you ask a question that can be answered by reviewing the syllabus, I will not respond to your question! If you do not receive a reply from me within two business days (M-F), you can assume one of two things: (1) You have asked a question that is on the syllabus, or (2) I did not receive your e-mail and you should re-send your message.

Please feel free to contact me if you have a problem! Do not wait until the end of the semester (or until final grades have been posted) to discuss any difficulties that you might be having.

Note about e-mail courtesy: Remember that e-mailing is not texting and the use of good manners and proper grammar are important, to me AND your future boss!

Academic Honesty: Students are expected to recognize and uphold standards of intellectual and academic integrity. UWG, the RCOB and the Department of Marketing and Real Estate assume as a basic and minimum standard of conduct in academic matters that students be honest and that they present for credit only the results of their own efforts. You are expected to work on ALL assignments individually; an act of academic dishonesty will result in a grade of zero for the assignment/assessment and is grounds for dismissal from the College of Business.

Note: I will be checking start/stop times on quizzes and exams, checking IP addresses for computers on which assessments are taken, comparing students' answers to questions, comparing written assignments, etc. looking for signs of cheating. 

Americans with Disabilities Act

The Office of Disability Services will help you understand your rights and responsibilities under the Americans with Disabilities Act and provide you further assistance with requesting and arranging accommodations.

If you need course adaptations or accommodations because of a disability or chronic illness, or if you need to make special arrangements in case the building must be evacuated, please notify your instructor using the course email system by the end of the second full week of class and attach a PDF copy of your SAR (Available from the Office of Disability Services).   http://www.westga.edu/~dserve/

Final Grade Calculation

Exams, quizzes and assignments will be weighted according to the following scheme in the calculation of your final grade:

Exams (3) ------------------------------------------------------------------------21% total (7% each)

Case Analyses, Assignments, and Discussions (8, lowest dropped) -------56% total (8% each)  --> Note that these are each worth MORE than each exam!

Quizzes (8, lowest dropped) ----------------------------------------------------20% total (2.857% each) 

Use of Checklists ----------------------------------------------------------------3%



A= 90.0% or more

B= 80.0% to 89.9%

C= 70.0% to 79.9%

D= 60.0% to 69.9%

F= 59.9% or below

I encourage you to be responsible for yourself and keep a spreadsheet with your grades and what each assignment/quiz/exam is worth so that you’ll know what your grade is – and what you need to make on various assignments to get your desired grade – throughout the semester. (There are also helpful websites and videos that you can use, such as http://www.conquercollege.com/gradecalc/  and http://www.youtube.com/watch?v=RaNHV6W1p84.)  I do not keep running averages of each student’s grade throughout the semester, and I am unable to respond to all students asking, for example, what they need to make on Exam Three to get an A in the class.

And finally...

During the last week of the semester, I will receive countless emails from people who
were taking a full load, working overtime, dealing with more important classes, had
strep throat, lost a loved one, had jury duty, had internet troubles, went on a mission trip,
and a myriad of other reasons for missing/doing poorly on an assignment, and can I
PLEASE accept their work late?? Unfortunately, my answer must be no. I simply cannot
handle the chaos that would ensue if I began accepting late papers during the last week
of the semester (or any point of the semester, for that matter). It is for all of the reasons
above (and many others) that I allow early submissions of assignments, drop the lowest
assignment and quiz grades, and offer an optional final.

Likewise, I will receive many, many messages asking if I will add x number of points
onto their grade to bump them up to an A, B, C, etc. You're welcome to send them, but I
probably won't reply! But I still love you!

Good luck!  Let's get to work and have a great semester.