Course description

Service Marketing

Introduction

A large percentage of business activity today relates to services. Services, therefore, dominate the global economy and are becoming critical for competitive advantage in companies across the globe and industry sectors. Thus, an understanding of the field of service marketing and its most recent advances is a prerequisite today for those who want to successfully pursue careers and manage businesses both in the private and in public sector.

This course allows students to examine the important issues facing service providers and the successful implementation of a customer focus in service-based businesses. Topics include an overview of services marketing; understanding the customer and the service marketing stakeholders, factors affecting the people who deliver and perform services and how technology infusion creates new kinds of services that offer opportunities for service- and manufacturing organizations to enhance their relationships with customers.

More specifically the topics will cover;

  • New paradigms and frameworks in service marketing
  • Understanding the service marketing stakeholders
  • Designing the service performance, experience and the service setting
  • Understanding the customer: co-creation, complaint management and service recovery
  • Digital service marketing
  • Servitization and challenges facing businesses transferring from good to services
  • Service innovation

Course content

  • New paradigms and frameworks in service marketing
  • Understanding the service marketing stakeholders
  • Designing the service performance, experience and the service setting
  • Understanding the customer: co-creation, complaint management and service   recovery
  • Digital service marketing
  • Servitization and Challenges facing businesses transferring from good to services
  • Service innovation

Learning outcome knowledge

On completion of the course, students will be able to:

  1. Understand and explain the nature and scope of services marketing
  2. Describe how to deal with the challenges faced by service and manufacturing organizations
  3. Develop a better understanding of the necessary ingredients to create service excellence
  4. Provide a theoretical basis for understanding service marketing and assessing service    performance
  5. Understand the characteristics and challenges of managing service firms
  6. Develop an understanding for the key linkages between marketing and other business functions in the context of designing and operating an effective service system

Exam organisation

  • Written exam: 40%
  • Presentation: 20%
  • Written assignment: 40%