Final Study Guide – ADMN 3127 M&N Fall 2023 Brampton
1. The final will be held in person, Friday December 8th from 2 pm to 5 pm. The exam will be
three hours. The location is Rooms A102 and A103 (where we normally have our classes).
2. A copy of the case will be provided with the exam. Students should READ THE CASE
before the exam.
3. The exam will cover material from Modules 1 to 11 which includes chapters 1 to 14, any
materials and media used in class, the assigned cases and video cases.
4. The exam is worth 40% or 65% of the final grade at the students choice. If no choice is
selected on the submitted paper, the default is 40%. Exams without a submitted name and
student number will not be marked.
5. The exam will consist of (i) 20 multiple choice questions @ 1 mark each
(ii) 10 short answer questions @ 4 marks each
(iii) 4 case questions @ 10 marks each
similar to the midterm.
6. Students are required to be present for their scheduled final examinations and must be
prepared to identify themselves through the presentation of relevant photo-identification such as
your Algoma student ID card. Work schedules, personal appointments and the like will not be
accepted as reasons for missing a final examination.
7. Students are expected to be on time for their final examination. Students arriving later than 30
minutes after the start of an examination will not be allowed to take the examination. Under such
circumstances, students should email the Office of the Registrar (regoffice@[Link]), using
the subject line “Missed Exam” and copying their course instructor, during the next business day
for instructions.
8. Students must not leave the examination room within the first 30 minutes of the start of the
examination. Students who leave the room during the first 30 minutes will not have their
examination graded. Also, students will not be allowed to leave the room during the last 15
minutes of the examination.
9. Students must leave all electronic devices at the front of the examination room and these must
be powered off or silenced.
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10. Students may not have any electronic devices with them while taking a final examination,
unless authorized by the course instructor. Students using electronic devices other than those
authorized and approved by the course instructor during an examination may be considered to
have committed an act of academic dishonesty.
11. No reference materials, such as books, class notes, or reference sheets, will be allowed during
the writing of a final examination, unless authorized by the course instructor. Students using
reference materials other than those authorized and approved by the course instructor during an
examination may be considered to have committed an act of academic dishonesty.
12. No other materials other than the provided exam and writing materials are allowed on the
writing surface. As well students must respect safe distancing and sit in non-adjacent seats.
Only one student may be allowed per washroom break.
Good luck! – Dr. Peter
Some Things to know from the course:
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Chapter 1:
four categories of service processing
the characteristics of services vs goods
the importance of services to the Canadian economy
Case 1: Sullivan Ford Auto World
service vs good marketing
front and backstage operations
Chapter 2 and 3:
risk reduction
“moment of truth metaphor” and what is means
the “servuction” model
role and script approach; dramaturgy
initial discussion of service quality
positioning strategy and segmentation
high and low contact services
Case 2: Dr Beckett’s Dental Office
segmentation and positioning; risk reduction.
Chapter 4:
Flower of Service Model
Service branding
types of innovation in services
development of new services
Case 4: Banyan Tree
development and branding of new service product
Chapter 5 and 6:
service distribution
Reilly’s law of retail gravitation
price theory and three step approach
revenue management and rate fences
Case 7: Revenue Management of Gondolas
demand and supply management through rate fences
Chapter 7:
communications – the 5 W’s
Services Marketing Communications Funnel
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Integrated marketing communications
dealing with intangibility
the communications mix
Case 5: Kiwi Experience
the customer as part of the product; front line employees and communications.
Chapter 8:
How to do a flowchart
How to do a service blueprint and use for improvement
Case 9: Shouldice Hospital Limited
application of service blueprinting and flower of service and servicescape
Chapter 9 and 10:
How to balance service and demand
How to manage queues
understand what constitutes a servicescape – the servicescape model
moderators of the servicescape
Case 6: Accra Beach Hotel
balancing supply and demand through segmentation
Chapter 11:
best practices in managing service employees
elements of the three cycles
traits of service leaders; firing customers and servant-management
Case 10: Red Lobster
supporting front line service workers and application of Game Theory
Chapter 12 and 13:
how to build customer loyalty; the wheel of loyalty
service failure recovery and value proposition creation (how to)
the CRM
elements of fairness in service recovery
strategies for dealing with dissatisfied customers
Case 14: Customer Asset Management at DHL in Asia
revenue optimization through customer segmentation
Chapter 14:
creation and use of service guarantees
the dimensions of service quality
the GAPs model especially how to close the gaps
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how to improve service quality
measure of service quality (Figure 14.11)
Case 29 The Broadstripe Service Guarantee
application of service guarantee for competitive strategy
Chapter 15: NOT INCLUDED
How to assess a service organization through Table 15-1
Overview of service excellence for global marketing
Case 11: Singapore Airlines
example and traits of a world class service firm
Don’t forget the hand-in’s and video cases!
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