APPLIES TO ACADEMIC YEAR 2013/2014
MRK 3621 Service marketing
Responsible for the course
Line L Olsen
Department of Marketing
According to study plan
Language of instruction
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.
This course should provide the students with 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.
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.
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.
Basic skills in marketing and consumer behavior.
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
Oliver, Richard L. 2010. Satisfaction : a behavioral perspective on the consumer. 2nd ed. M.E. Sharpe
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
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?
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.
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 graded as pass/fail. 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:
|Lectures and group work||
|Home work/ preparations before class etc.||
|Hours spent on work requirements||
|Recommended use of time||
In order to sit for the final examination students must pass two (2) out of three (3) mandatory assignments. Se "Learning process and workload".
A three hour individual written examination concludes the course,
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.
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.