MRK 2302 Service marketing and customer loyalty - RE-SIT EXAMINATION
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APPLIES TO ACADEMIC YEAR 2012/2013
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MRK 2302 Service marketing and customer loyalty - RE-SIT EXAMINATION Responsible for the course Line L Olsen Department Department of Marketing Term According to study plan ECTS Credits 6 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 labor 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 introduces new opportunities and challenges for building relationships between service providers and their customers. Thus, knowledge about the role of technology in service and loyalty marketing becomes another extremely important prerequisite for succeeding in both private and public sectors. Objective The objectives of this course are to provide the students with:
The educational goal of the course is to provide the students with:
Prerequisites Basic skills in marketing. Compulsory reading Books: Wilson, Alan ... [et al.]. 2008. Services marketing : integrating customer focus across the firm. European ed. London : McGraw-Hill Collection of articles: Line Lervik Olsen. Artikkelsamling: "Artikkelkompendium for MRK 2302: Tjenestemarkedsføring og kundelojalitet" Recommended reading Course outline Foundations for service marketing Introduction to services Consumer behavior in services Understanding customer requirements Listening to customers throuh research Customer expectations of service Customer perceptions of service Conseputal framework of the book: the gaps model of service quality Service design and standards Service developement 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 Ordinary use of PC, no particular software. It's Learning will be used for publication of lecture slides, exercises, coursepack and other relevant materials. Course structure The course has 36 teaching hours over one semester. Within these hours there will be given ordinary lectures, however task oriented learning through individual and group projects like for example cases of different formats, video recording, presentations or discussions is central. Every exercise/case session will be followed by a group discussion and summary of main conclusions by the lecturer. Active participation from the students is required during class in order to achieve effective learning. The teaching style will be adjusted to the size of each particular class. Examination A 3 hours individual written exam will be given at the end of the course. Examination code(s) MRK 23021- written examination which accounts for 100% of the grade in MRK 2302 Service marketing and customer loyalty 6 ECTS credits Examination support materials No aids are permitted. Re-sit examination This course was lectured for the last time spring 2011. A re-sit exam will be offered every term even spring 2013. Additional information |
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