MRK 3621 Service marketing
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APPLIES TO ACADEMIC YEAR 2012/2013
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MRK 3621 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 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 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 the private and public sectors. Learning outcome Acquired knowledge This course should provide the students with knowledge about fundamental theories, methods and concepts within the area of service marketing through:
Acquired Skills Through this course the students should be able to apply service marketing knowledge to solve practical and theoretical problems through an increased ability 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 skills in marketing and consumer behavior. 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. 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 services marketing Introduction to services Internet services and social media Consumer behaviour 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 Services marketing and the bottom line Pricing of services The financial impact of service quality Reviewing and critiquing the field of services marketing: Review of services 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 the near future? Computer-based tools This course requires that students use the learning platform It's Learning and the Internet when they work 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 to be handed in, one (1) of these is a multiple-choice test on It's Learning. All three (3) assignments are individual assignments and will be graded as pass/fail. The multiple-choice 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). All three (3) 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:
Coursework requirements In order to sit for the final examination students must pass three (3) mandatory assignments. Se "Learning process and workload". Examination A three hour individual written examination concludes the course, Examination code(s) MRK 36211 Written examination, counts 100 % towards the grade in MRK 3621 Service Marketing. Examination support materials One bilingual dictionary may be used at the written examination. Re-sit examination A re-sit examiniation is offered every term. Examination support materials at written examinations are specified under exam information in our web-based Student Handbook. Please note the use of r and dictionary. http://www.bi.edu/studenthandbook/examaids. Additional information |
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