UNIVERSITY OF SOUTHERN MINDANAO

College of Business, Development Economics and

Bachelor of Science in Business Administration
Management
COURSE SYLLABUS

Vision Quality and relevant education for its clientele to be globally competitive, culture sensitive and morally responsive human resources for development.
Help accelerate the socio-economic development, promote harmony among the diverse cultures in Southern Philippines, and improve the quality of life through
Mission
instruction, research, extension and production.
Goodness
Responsiveness
Excellence
Core Values
Assertion of Right and
Truth

1. Competent professional who will be leaders in the fields of agriculture, industry, rural and economic development, science and technology and education,
Goals of the College and thus help improve the quality of life of the people in Southern Philippines.
2. Updated and innovative professionals in the state-of-the-art and cutting edge technologies of their respective fields of specializations.
1. Help the students seek employment and entry level jobs or positions of responsibility as marketing manager, marketing executive or marketing director.
2. Guide the students in organizing or managing entrepreneurial activities if they decide to be self-employed.
Program Objectives
3. Equip students with knowledge of the principles and concepts of marketing.
4. Prepare students to pursue a teaching career or graduate studies in business.

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MASTER COPY Only documents with standard signatories of USM are considered official.
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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page2of16

COURSE DETAILS
Course Number MM322C
Course Title Customer Relations
Credit (--Unit) LECTURE 3 units LABORATORY
Prerequisites NONE
This course parallels the study of basic marketing and explores key marketing concepts in the context of today’s digital/Internet environment. Also, This is only the
Course Description venue for learning the basic rudiments or fundamentals behind E-Commerce and doing business online.

At the end of the semester, the students should be able to:

1. Gain an understanding of the theories and concepts underlying customer relations;
2. Apply Customer Relations theories and concepts to what marketers are doing in “the real world”;
Course Outcomes 3. Improve familiarity with current challenges and issues in customer relations;
4. Inculcate knowledge regarding the importance of customer relations;
5. Recognize the relevance of customer relations knowledge and skills as marketing students/young professionals in the new marketing era;

Instructor JOHN MARK F. DANLAG

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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page3of16

COURSE OUTLINE AND TIMEFRAME

Time Frame Topics Delivery Monitoring (Actual Date) Remarks
Week 1 College Orientation
Class Orientation
1. Policies/Rules and Regulations in the Lecture Class
2. Computation of Grades/Grading System
3. Requirements in the lecture
4. Vision, Mission, Goals and Objectives of USM and CBDEM
5. GREAT USM
6. Coverage Course Syllabus

Week 2 PART I: CREATING THE CUSTOMER-CENTRIC

ORGANIZATION
A. Championing Customer Service
B. In-Focused or Customer-Focused:Where Do You Stand?

Week 3 C. Building a Winning Service Strategy

Week 4-5 D. Better Service through Surveys: Questionnaires, Focus

Groups, and Interviews

Week 6-7 E. Company-Wide Training as a Catalyst for Change

Week 8-9 PART II: TAKE IT FROM THE TOP: SERVICE MANAGEMENT
A. Coaching Service Excellence
B. What You Can Measure, You Can Manage: Service
Standards

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MASTER COPY Only documents with standard signatories of USM are considered official.
 COURSE DETAILS

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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page4of16

C. It Takes a Team: Problem Solving with a twist

Week 10 MIDTERM EXAMINATION

Week 11-13 PART III: KEEPING YOUR CUSTOMERS: SIMPLE ACTIONS,

SIGNIFICANT PAYOFFS
A. A Wink, a Smile, and a Nod: Body Language
B. It’s Not What You Say, It’s How You Say It: Phone Tone
and Etiquette

Week 14 C. It Takes Two to Tango: Getting in Step with Your

Customer
D. Turning Service Excellence into Sales Success: Five
Timeless Techniques

Week 15 PART IV: ROAD BLOCKS: WHEN THE GOING GETS ROUGH
A. Saying No: What To Do When You Can’t Say Yes
B. Seeing Red: Dealing With Difficult Customers

Week 16 C. Taking Initiative: Bouncing Back from Service Blunders

D. The Gift of the Gaffe: Dealing with Customer Complaints
Week 17 PART V: WORKING IN A WIRED WORLD: CUSTOMER
SERVICE ON THE WEB
A. E-Mail Etiquette and Writing: Making the Most of the
Medium
B. CRM: Automating the Personal Touch
Week 18 Part VI: The Part of Tens
Ten Major Don’ts of Customer Service

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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page5of16

Ten Tips for Constructive Conflict with Co-Workers

Ten Ways to Get Better Service as a Customer

Week 19 FINAL EXAMINATION

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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page6of16

INTENDED LEARNING OUTCOMES (ILO)

Teaching
Time Learning Assessment Value
Course Content (Subject Matter) Resource Materials Suggested Readings
Frame Activities Task (ATs) Integration
(TLAs)
At the end of the orientation Class Orientation
the students should be able
to: 1. Policies/Rules and Regulations in
1. Understand and value the Lecture Class
the policies rules, and 2. Computation of Grades/Grading
regulation during lecture System
classes. 3. Requirements in the lecture
2. Be aware on how their 4. Vision, Mission, Goals and
grades will be computed. Objectives of USM and CBDEM
3. Understand the vision 5. GREAT USM Class
Lecture- DLP, Laptop, Application of
and mission of USM and 6. Coverage of the Course/Subject Week 1 participation in USM Code and Handbook
Discussion presenter VMGO
the goals of CBDEM discussion
4. Relate the objectives of
CBDEM and the
department.
5. Be acquainted with the
subject and
preparethemselves for
the lessons to be
presented.

At the end of the lecture, the Part I: Creating the Customer- Week 2 Lecture Hand-outs Quizzes Determination  Services Marketing: A
students should be able to: Centric Organization Group Board Recitation and Managerial Perspective
A. Championing Customer discussion Chalk Chapter Quiz Competitiveness by Christopher Lovelock
1. Differentiate the old Service Assignments Laptop and Jochen Wirtz. Fifth
service principles to new Projector Edition.Pearson
B. In-Focused or Customer-

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MASTER COPY Only documents with standard signatories of USM are considered official.
 COURSE DETAILS

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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page7of16

practices; Focused:Where Do You Stand? Eraser Education South Asia Pte

2. Identify the two common Ltd
threads of service attitude;  Services Marketing:
3. Define customerr; Integrating Customer
4. Measure how customer- Focus Across the Firm by
focused your company is; Valarie A. Zeithaml ,Mary
Jo Bitner, Dwayne D.
Gremler. Sixth Edition.
McGraw-hill International
 Customer Service for
Dummies by Karen
Leland and Keith Bailey.
3rd Edition

At the end of the lecture, the C. Building a Winning Service Week 3 Lecture Hand-outs Quizzes Teamwork and  Services Marketing: A
students should be able to: Strategy Group Board Recitation Critical Thinking Managerial Perspective
1. Identify six ways to create discussion Chalk Chapter exam by Christopher Lovelock
customer-centric Assignments Laptop and Jochen Wirtz. Fifth
organization; Projector Edition.Pearson
2. Measure the importance of Eraser Education South Asia Pte
your customers; Ltd
3. Become more customer  Services Marketing:
centric. Integrating Customer
Focus Across the Firm by
Valarie A. Zeithaml ,Mary
Jo Bitner, Dwayne D.
Gremler. Sixth Edition.
McGraw-hill International
 Customer Service for
Dummies by Karen
Leland and Keith Bailey.

This document is a sole property of UNIVERSITY OF SOUTHERN MINDANAO. Any disclosure, unauthorized reproduction or use is strictly prohibited except with permission from USM.
MASTER COPY Only documents with standard signatories of USM are considered official.
 COURSE DETAILS

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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page8of16

3rd Edition

At the end of the lecture, the D. Better Service through Week 4- Lecture Hand-outs Quizzes Teamwork and  Services Marketing: A
students should be able to: Surveys: Questionnaires, Focus 5 Group Board Recitation Critical Thinking Managerial Perspective
1. Determine who needs to Groups, and Interviews discussion Chalk Chapter exam by Christopher Lovelock
survey Assignments Laptop and Jochen Wirtz. Fifth
2. Explore the seven survey Research Projector Edition.Pearson
methods Survey Eraser Education South Asia Pte
3. Conduct surveys over the Ltd
web  Services Marketing:
4. Check out sample Integrating Customer
questionnaires Focus Across the Firm by
Valarie A. Zeithaml ,Mary
Jo Bitner, Dwayne D.
Gremler. Sixth Edition.
McGraw-hill International
 Customer Service for
Dummies by Karen
Leland and Keith Bailey.
3rd Edition

At the end of the lecture, the E. Company-Wide Training as a Week 6- Lecture Hand-outs Quizzes Critical Thinking  Services Marketing: A
students should be able to: Catalyst for Change 7 Group Board Recitation and Teamwork Managerial Perspective
1. Get involved with discussion Chalk Chapter exam by Christopher Lovelock
customer service; Assignments Laptop and Jochen Wirtz. Fifth
2. Look at different types Group Activity Projector Edition.Pearson
and methods of training; Eraser Education South Asia Pte
3. Apply the different types Ltd
and methods of training.  Services Marketing:
Integrating Customer
Focus Across the Firm by

This document is a sole property of UNIVERSITY OF SOUTHERN MINDANAO. Any disclosure, unauthorized reproduction or use is strictly prohibited except with permission from USM.
MASTER COPY Only documents with standard signatories of USM are considered official.
 COURSE DETAILS

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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page9of16

Valarie A. Zeithaml ,Mary

Jo Bitner, Dwayne D.
Gremler. Sixth Edition.
McGraw-hill International
 Customer Service for
Dummies by Karen
Leland and Keith Bailey.
3rd Edition

At the end of the lecture, the Part II: Take It from the Top: Week 8- Lecture Hand-outs Quizzes Independent  Services Marketing: A
students should be able to: Service Management 9 Group Board Recitation learning Managerial Perspective
1. Understand the relevance A. Coaching Service Excellence discussion Chalk Chapter exam by Christopher Lovelock
of conducting meetings to B. What You Can Measure, You Assignments Laptop Collaboration and Jochen Wirtz. Fifth
reach different goals; Role play Projector and sensitivity Edition.Pearson
Can Manage: Service Standards
2. Apply the importance of Eraser Education South Asia Pte
C. It Takes a Team: Problem-
three stage approach of Teamwork Ltd
coaching Solving with a Twist  Services Marketing:
3. Deal with sticky coaching Integrating Customer
situations Focus Across the Firm by
4. Define general service Valarie A. Zeithaml ,Mary
qualities Jo Bitner, Dwayne D.
5. Understand the Gremler. Sixth Edition.
importance of service McGraw-hill International
standards;  Customer Service for
6. Understand how Dummies by Karen
customers score the service Leland and Keith Bailey.
7. Understand the benefits 3rd Edition
from establishing quality
groups
8. Develop understanding on
the five-step process on

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MASTER COPY Only documents with standard signatories of USM are considered official.
 COURSE DETAILS

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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page10of16

problem solving

MIDTERM EXAMINATION Week 10

At the end of the activity, the PART III. Keeping Your Week Lecture Hand-outs Quizzes Appreciation of  Services Marketing: A
students should be able to: Customers: Simple Actions, 11-13 Group Board Recitation knowledge; self- Managerial Perspective
1. Understand the Significant Payoffs discussion Chalk Chapter exam confidence by Christopher Lovelock
importance of giving A. A Wink, a Smile, and a Nod: Body Assignments Laptop and Jochen Wirtz. Fifth
customers the right kind of Language Activity Projector Edition.Pearson
attention B. It’s Not What You Say, It’s C. Role Playing Eraser Education South Asia Pte
2. Understand the meaning How You Say It: Phone Tone and Ltd
of hand gestures Etiquette  Services Marketing:
3. Explore cultural Integrating Customer
differences and its Focus Across the Firm by
importance to customer Valarie A. Zeithaml ,Mary
service Jo Bitner, Dwayne D.
4. Understand the personal Gremler. Sixth Edition.
zone McGraw-hill International
5. Discover two keys to good  Customer Service for
inflection Dummies by Karen
6. Discover the importance Leland and Keith Bailey.
of voice modulation 3rd Edition
7. Apply knowledge on
pacing a customer’s rate of
speech
8. Establish good tone on the
phone

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MASTER COPY Only documents with standard signatories of USM are considered official.
 COURSE DETAILS

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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page11of16

At the end of the lecture, the C. It Takes Two to Tango: Week 14 Lecture Hand-outs Quizzes Critical thinking  Services Marketing: A
students should be able to: Getting in Step with Your Group Board Recitation Managerial Perspective
1. Define the different work Customer discussion Chalk Chapter Quiz Teamwork by Christopher Lovelock
style D. Turning Service Excellence Assignments Laptop and Jochen Wirtz. Fifth
2. Get acquainted with four Group Activity Projector Appreciation of Edition.Pearson
into Sales Success: Five Timeless
distinct working styles Lecture Eraser Knowledge Education South Asia Pte
Techniques
Work in step with different Assignments Ltd
working styles Sales Pitch  Services Marketing:
3. Apply how to hold Integrating Customer
customers attention Focus Across the Firm by
4. Find out what customer Valarie A. Zeithaml ,Mary
really wants and needs Jo Bitner, Dwayne D.
Gremler. Sixth Edition.
McGraw-hill International
 Customer Service for
Dummies by Karen
Leland and Keith Bailey.
3rd Edition

At the end of the lecture, the Part IV: Road Blocks: When the Week 15 Lecture Hand-outs Quizzes Critical thinking  Services Marketing: A
students should be able to: Going Gets Rough Group Board Recitation Teamwork Managerial Perspective
1. Understand the reason for A. Saying No: What to Do When discussion Chalk Chapter exam by Christopher Lovelock
saying no. You Can’t Say Yes Assignments Laptop and Jochen Wirtz. Fifth
Role play Projector Edition.Pearson
2. Understand the B. Seeing Red: Dealing with
Eraser Education South Asia Pte
importance of saying yes Difficult Customers
Ltd
doesn’t keep the customers  Services Marketing:
happy Integrating Customer
Focus Across the Firm by
3. Explore the customers’ six Valarie A. Zeithaml ,Mary
basic needs Jo Bitner, Dwayne D.

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MASTER COPY Only documents with standard signatories of USM are considered official.
 COURSE DETAILS

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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page12of16

4. Know what to do when a Gremler. Sixth Edition.

service provider will have to McGraw-hill International
say no  Customer Service for
Dummies by Karen
5. Follow a six-step plan for Leland and Keith Bailey.
dealing with difficult 3rd Edition
customers

6. Understand the chemistry

behind stress

7. Overcome personal stress

and stressful situations

At the end of the lecture, the C. Taking Initiative: Bouncing Week 16 Lecture Hand-outs Quizzes Critical thinking  Services Marketing: A
students should be able to: Back from Service Blunders Group Board Recitation Managerial Perspective
1.Apply the bounce back D. The Gift of the Gaffe: Dealing discussion Chalk Chapter exam Life-long by Christopher Lovelock
from problems to keep with Customer Complaint Assignments Laptop learning and Jochen Wirtz. Fifth
customers happy Role Playing Projector Edition.Pearson
2.Understand how customer Eraser Education South Asia Pte
complaints can improve a Ltd
service.  Services Marketing:
3.Explore ways to calm angry Integrating Customer
customers Focus Across the Firm by
Valarie A. Zeithaml ,Mary
Jo Bitner, Dwayne D.
Gremler. Sixth Edition.
McGraw-hill International
 Customer Service for
Dummies by Karen
Leland and Keith Bailey.

This document is a sole property of UNIVERSITY OF SOUTHERN MINDANAO. Any disclosure, unauthorized reproduction or use is strictly prohibited except with permission from USM.
MASTER COPY Only documents with standard signatories of USM are considered official.
 COURSE DETAILS

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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page13of16

3rd Edition

At the end of the lecture, the PART V: Working in a Wired Week 17 Lecture Hand-outs Quizzes Critical thinking  Services Marketing: A
students should be able to: World: Customer Service on the Group Board Recitation Managerial Perspective
1. Undertand how to write Web discussion Chalk Chapter exam Life-long by Christopher Lovelock
emails A. E-Mail Etiquette and Writing: Oral Recitation Laptop learning and Jochen Wirtz. Fifth
2. Apply e-mail etiquette Projector Edition.Pearson
Making the Most of the Medium
3. Learn from Customer Eraser Education South Asia Pte
B. CRM: Automating the Personal
Relationship Management. Ltd
Touch  Services Marketing:
Integrating Customer
Focus Across the Firm by
Valarie A. Zeithaml ,Mary
Jo Bitner, Dwayne D.
Gremler. Sixth Edition.
McGraw-hill International
 Customer Service for
Dummies by Karen
Leland and Keith Bailey.
3rd Edition

At the end of the lecture, the Part VI: The Part of Tens Week 18 Lecture Hand-outs Quizzes Critical thinking  Services Marketing: A
students should be able to: Ten Major Don’ts of Customer Group Board Recitation Managerial Perspective
Understand and apply the Service discussion Chalk Chapter exam Life-long by Christopher Lovelock
Ten Major Don’ts of Ten Tips for Constructive Assignments Laptop learning and Jochen Wirtz. Fifth
Customer Service, Ten Tips Seminar Projector Edition.Pearson
Conflict with Co-Workers
for Constructive Conflict Eraser Education South Asia Pte
Ten Ways to Get Better Service
with Co-Workers, Ten as a Customer Ltd
Ways to Get Better Service  Services Marketing:
as a Customer Integrating Customer
Focus Across the Firm by

This document is a sole property of UNIVERSITY OF SOUTHERN MINDANAO. Any disclosure, unauthorized reproduction or use is strictly prohibited except with permission from USM.
MASTER COPY Only documents with standard signatories of USM are considered official.
 COURSE DETAILS

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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page14of16

Valarie A. Zeithaml ,Mary

Jo Bitner, Dwayne D.
Gremler. Sixth Edition.
McGraw-hill International
 Customer Service for
Dummies by Karen
Leland and Keith Bailey.
3rd Edition

FINAL EXAMINATION Week 19

Textbook/ References

USM Code Handbook.

Services Marketing: A Managerial Perspective by Christopher Lovelock and Jochen Wirtz. Fifth Edition.Pearson Education South Asia Pte Ltd
Services Marketing: Integrating Customer Focus Across the Firm by Valarie A. Zeithaml ,Mary Jo Bitner, Dwayne D. Gremler. Sixth Edition. McGraw-hill International
Customer Service for Dummies by Karen Leland and Keith Bailey. 3rd Edition

This document is a sole property of UNIVERSITY OF SOUTHERN MINDANAO. Any disclosure, unauthorized reproduction or use is strictly prohibited except with permission from USM.
MASTER COPY Only documents with standard signatories of USM are considered official.
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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page15of16

Course Requirements

1. Class Attendance
2. Submission of term paper
3. Participation in class recitation and role playing
4. Passing in all quizzes and term examinations
5. Submission of additional requirements

Grading System

Term Examination - 40%

Quizzes (short/long) - 30%
Participation - 20%
Assignment - 5%
Attendance - 5%

Final Grade: MG – 50%

FTG – 50%

Classroom Policies
1. No complete uniform, No attendance
2. No use of any gadgets during classes
3. Picking up of wastes/litters inside the classroom
4. Turning on and off of lights, fans and aircon before and after the class
5. Setting up of LCD projector
6. Must read the topics to be discussed before coming to class
7. Always ready with a surprise quiz
8. Quizzes are either announced or unannounced

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MASTER COPY Only documents with standard signatories of USM are considered official.
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Course Number MM322C Course Title Customer Relations Rev. No. Ø Page16of16

This document is a sole property of UNIVERSITY OF SOUTHERN MINDANAO. Any disclosure, unauthorized reproduction or use is strictly prohibited except with permission from USM.
MASTER COPY Only documents with standard signatories of USM are considered official.