MBA Curriculum in Service: Course Descriptions
BUMK 736 Service Marketing
Service accounts for eighty percent of the U.S. gross national product. The marketing
of service poses unique challenges because of the intangible, heterogeneous nature
of the product, and the critical role of customer contact employees in service delivery.
Strategies for meeting these challenges are addressed. Topics include 1) customer
relationship management, 2) the design and execution of the service delivery process,
3) the development and implementation of employee customer service skills, 4) the
measurement and management of critical “outcome” variables, such as customer satisfaction,
customer equity, and customer lifetime value, and 5) the role of emerging technology
in customer service. (formerly BUMK 758)
BUMK 758 Customer Equity Management
This course focuses on managing customers of a business – whether in B2B or B2C
space – as a portfolio of “equity”, focusing on understanding the current and future
value of customers to the business that can aid in selective acquisition, development,
and retention of customers using latest developments in information technology.
Course participants will examine the conceptual foundations of customer equity,
its measurement, its strategic implications, its use for determining return on marketing
investments and its implementations in different business contexts through a variety
of cases spanning both B2C and B2B space. The objective of the course is to examine
the strategic and analytical aspects of customer equity in equal measure so that
participants will have a deeper understanding of the power of customer equity management
and how to put it to work effectively in their business.
BUMK 758J Pricing Strategies for Sustainable Competitive Advantage
The course will focus on both economic and behavioral aspects of pricing, and
evaluation of innovative pricing practices such as price matching, customized pricing,
bundle pricing and product line pricing, covering both B2B, B2C, online and offline
BUMK 758 Independent Study: Service Project
Students work individually or in teams on consulting projects for service organizations
in the for-profit, non-profit, or government sector.
BUMK 720 e-Service
The two most important long-term trends in the business world are the shifting
of the economy from goods to service, and the rapid expansion of the information
economy and electronic networks. These two trends converge in the concept of e-Service,
which is the provision of service over electronic networks such as the Internet.
So far, too many companies have focused exclusively on the use of the Internet to
increase efficiency and reduce costs. However, the true potential of the Internet
lies in using the technology to improve service to customers and drive revenues.
This course is organized into four main units – "Fundamentals of e-Service," including
principles of how to best take advantage of the unique nature of the Internet to
improve service, "The Customer-Technology Interface," dealing with the relationship
between customers and the online environment, "Managing Online Relationships and
Customer Equity," focusing on how strategically managing online relationships can
increase customer lifetime value, and "Applications of e-Service," exploring how
e-Service is being developed in a variety of contexts, including government and
education. The course is a seminar, encouraging an active, give-and-take environment.
Classes are a mixture of lecture/discussion, guest speakers, and student reports
and presentations. All sessions are designed to be highly interactive. The course
provides an up-to-date discussion of current issues in the management of e-Service.
To facilitate this, there is a set of readings, both academic articles and articles
from current issues of business magazines, to supplement the classroom experience.
The textbook is the recently published book,
e-Service. (formerly BUMK 758)