Services Relationship Marketing

Course Information

Services/Relationship Marketing is a class taught at State University Billings.

The course title for Services/Relationship Marketing is BMKT 411. A specific course description and full course catalog for the BSBA Marketing option can be found on the MSU Billings website.

In 2019 three professors, Anna Talafuse, Brenda Dockery, and Jessica Perius, received grant approval through TRIALS OER to create/develop Open Educational Resources (OER) for the BMKT 411 Services/Relationship Marketing course. The material included here contains OER materials compiled for the content of the course to address the learning objectives and course content including projects, discussions, and other supplemental materials.

Course Description

"Provides practical techniques for defining and meeting the needs of each set of an organization’s external and internal customers. Emphasizes the key drivers of service, e.g., creating a culture of service, customer focused information systems, incentives for customer service, empowered employees, customer satisfaction, and market orientation. Additionally, the leadership role of senior, middle, and lower levels of management will be examined" (MSUB, n.d.).

Course Objectives

Students will gain an understanding of customer service and skills necessary in the workplace. Students will address the drivers of service to assess customer service and loyalty programs in organizations. They will build on existing knowledge of customer service to develop an assessment tool to measure, monitor, and suggest improvement for customer service within an organization.

FLOC Student Learning Outcomes

Upon successful completion of this course, a student will be able to:

• (LO 1) Define and explain customer service in the marketplace.

• (LO 2) Identify and discuss external and internal customers.

• (LO 3) Demonstrate critical thinking skills in examining the effects of customer loyalty and the effectiveness of existing programs.

• (LO 4) Identify the key drivers of service (creating a culture of service, customer focused information systems, incentives for customer service, empowered employees, customer satisfaction, and market orientation).

• (LO 5) Design and evaluate customer service within an organization to measure, manage, and improve customer service.

Modules/Lessons

1. Module 1
2. Module 2
3. Module 3
4. Module 4
5. Module 5
6. Module 6
7. Module 7
8. Module 8
9. Module 9
10. Module 10
11. Module 11
12. Module 12
13. Module 13
14. Module 14
15. FINAL Module

See Also

• Mystery Shop Project
• Articles from The Journal of Service Research
• Other Services/ Marketing Resources
• Other Discussion Ideas

References

MSUB. (n.d.) Course description. Retrieved from http://www.msubillings.edu/catalogs/cds/bmkt-univ.htm