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Unformatted text preview: IM for Lovelock & Wirtz, Services Marketing 5/E Course Design and Teaching Hints 1-1 Section 1: Course Design and Teaching Hints INTRODUCTION This instructors resource manual is designed to help you develop and teach a course on marketing management in service organizations, based on the text, readings, and cases contained in Services Marketing, 5 th Edition. The manual is divided into six sections: 1) Course Design and Teaching Hints 2) Teaching Insights for the Chapters 3) Overview of the Readings 4) Student Exercises and Projects 5) Teaching Notes for the Cases 6) PowerPoint Slides for Each Chapter An electronic file containing each of the color PowerPoint slides created specifically for use with this text is located on the Prentice Hall Web site (accessible only with permission from the publisher). Target Teaching Audiences The 5 th edition is designed for use in both advanced undergraduate courses and in MBA and Executive MBA courses. It may be used for courses in either services marketing or service management. The book may also be appropriate for use in intensive management seminars. Changes from the 4th U.S. Edition of Services Marketing If you have used the 4 th U.S. edition of this book ( Services Marketing, 4/E , 2001) you will quickly discover that SM5 represents a fairly radical rewrite. Many of these changes, outlined below, respond directly to recommendations from reviewers. For a detailed description of the changes, please refer to the Preface to SM5. Below we briefly highlight changes in chapters, readings, and cases. Chapters. The number of chapters has been streamlined from 18 to 15 (for details of consolidation and new topics, please refer to the preface). Resequencing of chapters allows a more intuitive and logical progression of topics. All chapters have been at least partially rewritten and contain new research findings, new examples of recent developments in service marketing, and new or revised review questions and application exercises. More detailed endnotes following each chapter now include numerous new references (20002003) from both North American and European journals. IM for Lovelock & Wirtz, Services Marketing 5/E Course Design and Teaching Hints 1-2 Cross referencing between chapters improves integration of topics and enables instructors to resequence the chapter order to suit their teaching needs. Readings. The number of readings has been reduced from 10 to 9. The new selection emphasizes recency, brevity, readability, and managerial relevance. Retained readings from the 4 th edition are Grove and Fisk, Services Theater: An Analytical Framework for Services Marketing (pp. 7887), and Kimes and Chase, The Strategic Levers of Yield Management (pp. 217227). Six new readings have been added, all dating from 2000 2003. Readings are drawn from both academic and practitioner-oriented sources and include many prominent authors....
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- Fall '08