APPLIES TO ACADEMIC YEAR 2012/2013
GRA 6419 Service Marketing|
Responsible for the course
Line L Olsen
Department of Marketing
According to study plan
Language of instruction
Knowing the field of service marketing is a prerequisite today for those who want to successfully pursue careers and manage businesses both in the private and public sector. However, knowing how services are different from products and what unique challenges they pose on marketing and managing is necessary, but not sufficient information. The rapid infusion of technology into various industries has created new kinds of services that offer opportunities for service and manufacturing organizations to enhance their relationships with customers. So has social media. Consequently, customers’ demands have changed. Customers now expect to interact with service providers in a multitude of ways in different channels posing new challenges on service marketing and managing.
In this course students will learn how to deal with these challenges. In order to do so, the course provides in-depth knowledge about the key issues in service marketing, frameworks, strategies and tools to address the challenges of marketing and managing services, whether in a manufacturing or service context. How these concepts apply to social media and how social media will affect service marketing will be a red thread throughout the course. Central to this course is critical thinking and reflection. The course is different from courses in service management in that it has a marketing/psychological approach.
Bachelor degree qualifying for admission to the MSc Programme. Course in marketing management or equivalent from Bachelor level is recommended.
Wilson, Alan ... [et al.]. 2008. Services marketing : integrating customer focus across the firm. European ed. McGraw-Hill. 576
Course pack with selected articles and cases
During the course there may be hand-outs and other material on additional topics relevant for the course and the examination.
Oliver, Richard L. 2010. Satisfaction : a behavioral perspective on the consumer. 2nd ed. M.E. Sharpe
Introduction to services
What’s so special with service marketing and service organizations?
The service economy it’s history and raison d'être
Consumer behavior in services
Social media readiness
Customers evaluation processes
Customer expectations and perceptions
Analyzing and understanding service organizations:
How to apply central models and analytical frameworks to improve performance:
1) The gaps model of service quality
2) The service triangle
3) The service-profit-chain
Listening to customers through research
Research in services marketing: methods, procedures and areas of application
Managing service delivery
The service encounter
The role of the employee, the customer and the technology in service delivery
Customers as co-producers/co-creators of services
The service recovery paradox
What makes unhappy customer happy and loyal?
Service recovery and social media
Defining the concept
The antecedents and consequences
Loyalty phases, types
Financial accountability of service marketing
Return on marketing
Advanced topics in service marketing
The service-dominant logic/service science
It's learning will be used for distribution of course material. Cases for discussion in class are available from Harvard Business Review's web page: http://hbr.org/ at the cost of approximately 7 USD each.
Learning process and workload
A course of 6 ECTS credits corresponds to a workload of 160-180 hours.
The course will require the students to particpate actively as it is based on lectures, discussions, case analyses and presentations. Students need to be well-prepared for each session.
Please note that it is the student’s own responsibility to obtain any information provided in class that is not included on the course homepage/It's learning or text book.