GRA 6419 Service Marketing
GRA 6419 Service Marketing
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, how to create and develop sustainable services, 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
- Creating and developing sustainable services and buisness models
- Digital service marketing
- Servitization and challenges facing businesses transferring from good to services
- Service innovation
On completion of the course, students will be able to:
- Understand and explain the nature and scope of services marketing
- Describe how to deal with the challenges faced by service and manufacturing organizations
- Develop a better understanding of the necessary ingredients to create service excellence
- Provide a theoretical basis for understanding service marketing and assessing service performance
- Understand the characteristics and challenges of managing service firms
- Develop an understanding for the key linkages between marketing and other business functions in the context of designing and operating an effective service system
On completion of the course, students will be able to:
- Use and explain common service marketing theories
- Provide an analysis of service performance through the use of frameworks, strategies, and tools
- Conduct a services audit plan for a service firm
- Present ideas and solutions to service marketing challenges and issues
- Adapt communication style to audience i.e. academic or managerial
On completion of the course, students will be able to listen to diverse perspectives as well as critically reflect upon central issues in the field.
- 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
- Creating and developing sustainable services and buisness models
- Digital service marketing
- Servitization and Challenges facing businesses transferring from good to services
- Service innovation
The course will require the students to participate actively as it is based on lectures, discussions, case analyses and presentations. Students need to be well-prepared for each session.
To facilitate discussion and learning for the case discussions students may be divided into two groups, if there is a need for that.
Please note that while attendance is not compulsory in all courses, it is the student’s own responsibility to obtain any information provided in class.
This is a course with continuous assessment (several exam components) and one final exam code. Each exam component is graded by using points on a scale from 0-100. The components will be weighted together according to the information in the course description in order to calculate the final letter grade for the examination code (course). Students who fail to participate in one/some/all exam elements will get a lower grade or may fail the course. You will find detailed information about the point system and the cut off points with reference to the letter grades when the course starts.
At resit, all exam components must, as a main rule, be retaken during next scheduled course.
All courses in the Masters programme will assume that students have fulfilled the admission requirements for the programme. In addition, courses in second, third and/or fourth semester can have specific prerequisites and will assume that students have followed normal study progression. For double degree and exchange students, please note that equivalent courses are accepted.
| Assessments |
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Exam category: Submission Form of assessment: Written submission Invigilation Weight: 40 Grouping: Individual Support materials:
Duration: 2 Hour(s) Comment: Written examination under supervision. Exam code: GRA 64191 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Activity Form of assessment: Presentation Weight: 20 Grouping: Group (2 - 5) Duration: 6 Week(s) Comment: For the case analysis and presentation, student groups will be formed by the course responsible (maximum five students in each group). The cases are mandatory and come at an additional cost for the students. Exam code: GRA 64191 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
Exam category: Submission Form of assessment: Written submission Weight: 40 Grouping: Group (2 - 3) Duration: 1 Semester(s) Comment: For this final course work, the students must organise themselves into groups under the guidance of the course responsible (maximum three students in each group). Exam code: GRA 64191 Grading scale: Point scale leading to ECTS letter grade Resit: All components must, as a main rule, be retaken during next scheduled course |
A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 6 ECTS credits corresponds to a workload of at least 160 hours.