EXC 3620 Service Marketing

APPLIES TO ACADEMIC YEAR 2013/2014

EXC 3620 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
English

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 an 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 the 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 services 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 the private and public sectors.


    Learning outcome
    Acquired knowledge
    In this course students should acquire knowledge about fundamental theories, methods and concepts within the area of services marketing such as:
    • 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.

    Acquired skills
    Through this course the students should be able to apply services 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
    Reflection
    Through this course the students should be able to communicate information, theories, ideas, problems and solutions from service marketing by an increased focus on ethical problems and corporate social responsibility.

    Prerequisites
    Basic course in Marketing Management, EXC 3414 or equivalent.

    Compulsory reading
    Books:
    Wilson, Alan ... [et al.]. 2012. Services marketing : integrating customer focus across the firm. 2nd European ed. McGraw-Hill

    Collection of articles:
    Line L. Olsen. Service Marketing: Selected Articles

    Recommended reading
    Books:
    Oliver, Richard L. 2010. Satisfaction : a behavioral perspective on the consumer. 2nd ed. M.E. Sharpe

    Course outline
    IThe 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
    This course requires that students use of the learning platform It's Learning and the Internet when working on assignments.


    Learning process and workload
    The couse will consit of a combination of lectures, group work, discussions and feedback on the work requirements. Feedback will be given in a plennary sesssion after each assignment is handed in.

    Coursework requirements
    During the semester three (3) mandatory assignments are given. One (1) is a group assignment. The other two (2) are individual assignments. The assignments can be short essays (app. 1 page) and/or multiple-choice tests on It’s Learning. The assigments will be assesed approved/not approved. When multiple-choice tests are given, the test may be taken several times if it is not passed the first time (the multiple-choice test can be taken several times before the deadline). Two (2) out of three (3) mandatory assignments have to be approved for the student to be able to take the examination. More information will be given during class and on It's Learning.

    Recommended use of time for students:
    Activities
    Hours
    Lectures and group work
    36
    Home work/ preparations before class etc.
    90
    Hours spent on work requirements
    71
    Examination
    3
    Recommended use of time
    200

      Coursework requirements
      In order to sit for the final examination students must get approved two (2) out of three (3) mandatory assignments. Se "Learning process and workload".

      Examination
      A three hour individual written examination concludes the course,

      Examination code(s)
      EXC 36201 - Written examination, acccounts for 100% of the final grade in the course EXC 3620 Service marketing, 7.5 credits.

      Examination support materials
      One bilingual dictionary may be used at the written examination.
      Examination support materials at written examinations are specified under exam information in our web-based Student Handbook. Please note use of calculator and dictionary. http://www.bi.edu/studenthandbook/examaids.

      Re-sit examination
      Re-sit examination are offered at the next course.

      Additional information

      Semester

      Oversettelser