Please pardon the ugly formatting… This has been copied from separate html files within CourseDen!

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.

Top of Form

Course Management System, CourseDen

Bottom of Form

To access this course:

1.     When you first login, on the CourseDen Homepage, navigate to the “My Courses” widget (top-right)

2.     Next to “Role”, change your role from “Student” to “Orientations”

3.     CourseDen Training & Free Resources for Students” course will be the only one listed under “Training Semester”


Scheduled CourseDen Maintenance

Please 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 (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 in the case that the MyUWG portal is down.  (Save it to your favorites/bookmarks.)

Introduction to the 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 class, which 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!

Top of Form

Summer Course

Because this is a summer course, we will be covering 15 weeks' worth of material in less than 4 weeks!  Do not expect the work to be "easier" or for assignments to be shortened or removed... You will be doing everything that students do in a fall or spring semester, in a much shorter period of time... So, be prepared to work hard!

As long as you are organized and diligent about working on the course every single day, you'll be in good shape.


Course Info and Required Text

Bottom of Form

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
While you are welcome to buy an older edition of the book and much of it may be the same as or similar to what's in the new edition, 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:
Note: if you choose to order your book online (e.g. from 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:

There are multiple links to Academic Support, Counseling, the UWG Online Helpdesk and other resources on the course home page (top, right of course home page).

Course Description: 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.

Top of Form

Course Format and Assignments

Bottom of Form

This course consists of reading assignments, discussion postings, hands-on written assignments, quizzes and exams, which are presented to you in Modules in the Content Browser.  

Within each Module, you will be given the following:

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


More Information on Assignments:

Written Assignments and Cases:

Your assignments 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 assignments, the higher your grade will be.

As this is a senior-level course, I expect your marketing knowledge (everything you've learned so far) to shine through!  

Discussion Posts

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, really put thought into both what THEY wrote,and how you would like to reply.  If they posted something that doesn't make sense to you or you think could be incorrect, tell them... You will help each other learn this way.  Also, if you agree or disagree with something they said, you should specify exactly what you agree/disagree with along with WHY.  In other words, you should elaborate and ask questions of one another.

Review the General Discussion Rubric to see specifically how your discussion posts will be graded.

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


Quizzes will relate to the reading assignments for their respective chapters and will contain ten multiple-choice and true/false questions. You will have 45 minutes per quiz and only oneattempt.

A note about quizzes: You may notice that you will not be able to review your quizzes after you have completed 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.

There is also one Syllabus Quiz due in the first Module, which has between 20 and 30 questions and a time limit of 30 minutes.

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, assignments and discussions will be grouped together, and the lowest grade will be dropped.***


I understand that serious personal problems occur (deaths in family, storm damage, etc.). 
This (along with technical/computer problems) is why the lowest grades are dropped.


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 important that you read the chapters, make notes or outlines from the chapters and from the instructor presentations, highlight important topics, and be organized BEFORE taking the exams.

There are no make-up exams, but you have the option of taking a final exam (see below).  

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 one attempt.

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.

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.  Email is the best way to contact me.  For the fastest reply, use but please indicate in the subject line which class you are in (or writing to me about).  You may also use the course Email within CourseDen, but since these messages do not come to my phone it may take slightly longer to reply.  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. 

If you ask a question that can be answered by reviewing the syllabus, I will probably reply with "see syllabus."  I don't mean to be rude; I receive many, many, MANY emails and since the information is here in the syllabus, it saves a great deal of time not to re-type or locate/copy/paste what is already here.  

2.  If you would like to meet face-to-face or if you'd like me to call you, I would be happy to do so.  Just send me a message with your phone number, and we will work something out!

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 and ADA Statement

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.

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).

Technical Issues

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:


Unfortunately, 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 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.

Final Grade Calculation

All assignments will be weighted according to the following scheme in the calculation of your final grade:

Exams (3) ------------------------------------------------------------------------12% total (4% each)

Case Analyses, Assignments, and Discussions (11, lowest dropped) -------60% total (6% each)  

Quizzes (11, lowest dropped) ----------------------------------------------------25% total (2.5% each) 

Using Checklists in Modules (this is so easy -- don't miss this simple part of your grade!)------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  and 

I'm sorry, but I am unable to respond to all students asking what they need to make on a particular assignment to get an A (or B, etc.) in the class.

And finally...


This will be a busy semester, but if you do the reading, keep up with the work, and let me know if/when you have questions about the material, I promise you'll do well and learn a great deal about services marketing!

 Course Schedule

Also, put all assignment deadlines into your phone's calendar (or whatever you use most) to keep up with what’s due when.


  Services Marketing Online – Course Schedule


due by June 30

Introduction / Orientation

Syllabus Quiz 
Discussion: Introduce Yourself 

due by July 2

Chapter 1: An Introduction to Services
Chapter 2: The Service Sector: Supersectors and Ethical Considerations

Self-Check: Chapters 1 and 2 Practice Quiz (optional)

Discussion: Servuction Model
Dropbox Assignment:
 Molecular Model
Quiz: Chapter 2

due by July 6

Chapter 3: Fundamental Differences Between Goods and Services

Self-Check: Chapter 3 Practice Quiz (optional)

Discussion: Service Challenges
Quiz: Chapter 3

due by July 7

Chapter 4: Services Consumer Behavior

Self-Check: Chapter 4 Practice Quiz (optional)

Quiz: Chapter 4
Dropbox Assignment: Consumer Decision Process

due by July 9

Chapter 5: The Service Delivery Process
Blueprinting Presentation (PowerPoint slides)

Self-Check: Chapter 5 Practice Quiz (optional)

Quiz: Chapter 5
Dropbox Assignment: Build-a-Bear

due by July 10

Exam One - Chapters 1-5

due by July 13

Chapter 6: The Pricing of Services
Chapter 7: Developing the Service Communication Strategy

Self-Check: Chapters 6 and 7 Practice Quiz (optional)

Discussion: Buyer's Perception of Value
Quiz: Chapters 6 and 7

due by July 14




Chapter 8: Managing the Firm’s Physical Evidence
Chapter 9: People as Strategy: Managing Service Employees

Self-Check: Chapters 8 and 9 Practice Quiz (optional)

Quiz: Chapters 8 and 9
Dropbox Assignment: Servicescape Model

due by July 15

Chapter 10: People as Strategy: Managing Service Customers

Self-Check: Chapter 10 Practice Quiz (optional)

Quiz: Chapter 10
Discussion: Principles of Waiting

due by July 16

Exam Two - Chapters 6-10

due by July 20

Chapter 11: Defining and Measuring Customer Satisfaction
Chapter 12: Defining and Measuring Service Quality

Self-Check: Chapters 11 and 12 Practice Quiz (optional)

Quiz: Chapters 11 and 12
Dropbox Assignment: SERVQUAL

due by July 21

Chapter 13: Complaint and Service Recovery Management  

Self-Check: Chapter 13 Practice Quiz (optional)

Discussion: Complaints
Quiz: Chapter 13

due by July 22

Chapter 14: Customer Loyalty and Retention

Self-Check: Chapter 14 Practice Quiz (optional)

Quiz: Chapter 14 


due by July 23

Exam Three - Chapters 11-14


by July 23

Final Grades posted



July 24 ONLY


Optional Final Exam (Covers all chapters)

See syllabus for details