MGMT E-6020Session One

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Tonight’s Agenda

• Introductions

• Course Grading

• Defining Services

• The Role of Marketing

• Prep for Class 2

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Contact Info

• Carol Stuckey– Preferred contact method: email to

carolmstuckey@gmail.com– Office phone: 617-998-8533– Office hours, by appointment

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What is the Division of Continuing Education?

Harvard University

Faculty of Arts & SciencesThe “College”

Division of Continuing Education

Extension School Summer School

~170 Employees

Law School Business School

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Who are you?

• Nearly all are degree candidates• International experience• Most have at least a little bit of marketing

experience• IT/software industry, health care,

education• Many are interested in starting own

businesses

Course Materials

Textbook:

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Cases and articles:

Harvard Business Publishing website:http://cb.hbsp.harvard.edu/cb/access/9664080

Course website: http://isites.harvard.edu/k81392

Twitter:•Me: stuckeycm•Tag posts with #mgmt6020

Course Components

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Class Participation – 15%

Questions to ask yourself:• Did I contribute something meaningful to the

discussion in nearly every class?• Was I an active participant during in-class exercises

and group work?• Did I contribute often to the discussion forums on the

course website?• Did I attend nearly every class, arriving on time and

staying through the duration of class?

Note: I will drop the two lowest class participation scores.

Therefore, you may miss two classes without penalty.

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Short Assignments – 30%

• 3 short writing assignments, lowest score dropped• Designed to help you prepare for class discussion• Make a logical case for your opinion and back it up with

case facts• 70% of grade will be based on your answer, structure of

your argument, coherence of your answer• 30% will be based on professionalism (spelling,

grammar, punctuation, format)• Double-spaced, 12 pt font• Do not exceed page range• Turn in to electronic dropbox before class

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Mid-Term and Final

• Mid-Term: 25%– Individual “take home” exam in the form of a

case analysis– Case distributed in class Oct 3, due at start of

class on Oct 17

• Final project: 30%– Self-selected groups of 3-4– 25-30 page paper accompanied by a group

presentation– Must be in class on 12/12 and 12/19

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What are services?

• Lovelock’s definition on pg. 15– Services are economic activities offered by one party

to another– Time based performances– Bring about desired results– Do not normally take ownership of physical elements

• Service is the core product

Lovelock’s Framework

Breadth of industries

• Personal Care (hair salon, spa, personal trainer)• Financial (tax preparation, financial advisor, insurance)• Education (higher education, tutoring services)• Travel (cruise, airplane)• Healthcare (doctor, surgeon, weight loss centers)• Real Estate (buy a house, buy or rent a commercial building)• Transportation/Storage (railroad, trucking, self-storage unit,

U-haul)• Construction• Entertainment (movies, performing arts, cable TV, Boston

Red Sox, sports)• Information (consulting, legal, referral services like Angie’s

List or 1-800-Dentist)

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What is marketing?

• Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational objectives.

– American Marketing Association

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What does a marketing department do?

• What service(s) should we offer?

• What price should we charge?

• How/where should the service be distributed?

• Who is my target market?

• How can I reach my target market?

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Marketing Processes

Analyze Situation

Formulate Strategy

Plan, Organize and Budget

Implement

Assess Performance

Source: What is Marketing? Harvard Business School Note #9-590-007, 1989.

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Current Examples

Comcast: http://www.youtube.com/watch?v=CvVp7b5gzqU

Domino’s Pizza: http://www.pizzaturnaround.com/

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The 4 P’s of Marketing Mix

Product Price Placement Promotion

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Lovelock’s 7 P’s of Services Marketing

Product Price Placement Promotion

ProcessPhysical

Environment People

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Marketing Implications of Common Differences Between Services and Goods

1. Most service products cannot be inventoried2. Intangible elements usually dominate value creation3. Services are often difficult to visualize and understand4. Customers may be involved in co-production5. People may be part of the service experience6. Operational inputs and outputs tend to vary more

widely7. The time factor often assumes great importance8. Distribution may take place through nonphysical

channels

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For Session 2:

• No class next Monday (Labor Day)

• Read Ch. 2, pages 36-55

• Read Starbucks case (in textbook)

• Written assignment due at the beginning of class to electronic dropbox– see syllabus for questions to answer

• Bring your textbook to class

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Preparing for Case Discussions

• Optional, read Learning by the Case Method added to HBP website.

• Skim the case to gain a broad understanding. Then, read it carefully.

• Identify the key issues and considerations.• Do any relevant qualitative and quantitative

analysis. Pay attention to exhibits.• Confine yourself to the time period in which the

case is set (2002 for Starbucks)• Develop recommendations, supported by your

analysis.