BIK 2931 Service marketing

APPLIES TO ACADEMIC YEAR 2012/2013

BIK 2931 Service marketing Responsible for the course Line L Olsen Department Department of Marketing Term According to study plan ECTS Credits 7,5 Language of instruction Norwegian Introduction Today, service companies account for approximately 75 % of the gross national product in several developed countries, employing approximately 75 % of the labour force. These numbers are expected to increase in the near future. In addition we see that a growing amount of product manufacturing companies extend their products by offering customer services. In a competitive environment dominated by service companies in stagnated markets and increasing focus on customer service, knowledge about service marketing in general and loyalty marketing in particular become a vital prerequisite, in order to succeed in both private and public sectors. This means that today’s managers need to have in-depth knowledge about the unique characteristics of services as compared to products and the challenges these characteristics pose on marketing and management of customer service and service companies. At the same time, the rapid technological development and the increased use of social media introduce new opportunities and challenges for building relationships between service providers and their customers. Thus, knowledge about the role of technology and social media in service and loyalty marketing becomes another extremely important prerequisite for succeeding in both private and public sectors. Learning outcome Knowledge: This course should give the students knowledge about fundamental theories, methods and concepts within the area of service marketing through: an understanding of what challenges one faces when marketing and managing services knowledge about the consequences of these challenges for the employees, the customers and the management knowledge about core models and tools, that can be applied to handle these challenges when the overall goal is to create a loyal and profitable customer base. Abilities: Through this course the students should be able to apply service marketing knowledge to solve practical and theoretical problems through an increased ability to: to apply relevant tools and techniques to meet and handle the various challenges and problems of service companies Attitudes/overall competence: Through this course the students should be able to communicate information, theories, ideas, problems and solutions from service makreing by an increased focus on Prerequisites Basic skills in marketing. Compulsory reading Books: Wilson, Alan ... [et al.]. 2008. Services marketing : integrating customer focus across the firm. European ed. McGraw-Hill Collection of articles: Line L. Olsen. Utvalgte artikler i tjenestemarkedsføring Recommended reading Books: Oliver, Richard L. 2010. Satisfaction : a behavioral perspective on the consumer. 2nd ed. M.E. Sharpe Course outline The foundation of service marketing Introduction to services Internet services and social media Consumer behavior in services Understanding customer requirements Listening to customers through research Customer expectations of service Customer perceptions of service Conceptual framework of the book: the gaps model of service quality Service design and standards Service development and design Customer-defined service standards Physical evidence and the servicescape Delivering and performing service Employees’ roles in service delivery Customers’ roles in service delivery Delivering service through technology Intermediaries in service delivery Managing demand and capacity Managing service promises and building customer loyalty Integrated service marketing communication Service recovery Customer loyalty Service marketing and the bottom line Pricing of services The financial impact of service quality Reviewing and critiquing the field of service marketing: Review of service marketing: how did it all start and why? Do our concepts, theories and models still hold water? What trends and challenges are we facing/ will we see in near future Computer-based tools itslearning Learning process and workload The course is given over approximately 30 hours. Students have to work on their term paper throughout the course. Required work Three individual assignments are to be handed in during the course, these are mandatory and in partial fulfillment of the term paper. The students can not hand in the term paper before the three assignments are handed in and accepted. No grades are given on these assignments. E-learning The e-learning platform It's learning is used by the e-learning centre. The e-learning teacher publishes course material, exercises (including mini-exercises with the teacher’s comments), cases and digital learning resources. The students are given the opportunity to communicate with the e-learning teacher and co-students. Module sessions are carried out at the beginning of the semester and before exams. The mandatory exercises in the course and feedback/reviews are given through Apollon. The teaching style will be adjusted to the size of each particular class. Coursework requirements Required work: To obtain a grade in the course, the students must have passed the written assignments in order to take the exam. Examination The course is evaluated by a term paper handed in individually or in groups of maximum three students Examination code(s) BIK 29311- Term paper accounts for 100% of the grade in BIK 2931 Service marketing 7.5 ECTS credits All assessments must be passed achieve grade in the course Examination support materials All Re-sit examination A re-sit is held in connection with the next scheduled exam in the course. At re-sit the student keep the passed elements. Additional information

© Copyright BI Norwegian Business School