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ELE 3773 Service Marketing

ELE 3773 Service Marketing

Course code: 
ELE 3773
Department: 
Marketing
Credits: 
7.5
Course coordinator: 
Matilda Dorotic
Product category: 
Bachelor
Portfolio: 
Bachelor - Electives
Semester: 
2019 Spring
Active status: 
Active
Teaching language: 
English
Course type: 
One semester
Introduction

Today, service companies account for more than 75% of the gross national product in developed countries, employing more than 80% of the labor force. With a rapid development of technology, these numbers will further increase in the near future, making the world the service economy. Even goods manufacturing companies increasingly augment their products with services and move into service business. In a competitive environment dominated by service companies in stagnated markets and an increasing focus on customer service, knowledge about service marketing and management becomes a vital prerequisite of success 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 and the challenges these characteristics pose on marketing and management of customer services and service companies. Those challenges are exacerbated through the increased use of social media and internet services which introduce new opportunities and challenges for building relationships between service providers and their customers.

This course focuses on practical examples and implementation of service marketing concepts and tools for improving managerial performance of service companies.

Learning outcomes - 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 and 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

This course aims at teaching students to recognize burning strategic issues in a practical example and to apply the acquired knowledge to improve the business performance.

 

Learning outcomes - 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
  • Develop an ability to evaluate, implement and manage effective marketing programs in service companies

We will do this by focusing strongly on the practical issues that companies face, looking at numerous real-life examples and diagnosing problems that companies in our environment face. In this course we aim to collaborate with companies to provide students with opportunities to diagnose relevant issues and propose adequate solutions.

Learning Outcome - 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.

Course content

Throughout the course, students will gain understanding of different aspects of service marketing and requirements for successful management of service businesses. We start with understanding the main concepts of services and build up strategies looking at the most important elements for running a successful service business.

Specifically we address the following topics:

  • Main foundations of service business and service marketing
  • Understanding customer expectations and perceptions
  • Service quality evaluation and management
  • How to design a successful service
  • The role of employees, customers and management in service delivery
  • Service failures and service recovery strategies
  • Impact of technology and social media

.

Learning process and requirements to students

The course will be based on a combination of lectures, in-class learning exercises, field-work exercises and projects developed to foster group- and individual learning. Some lectures may be accompanied by guest lecture(s) by service marketing practitioners.

The final grade in course Service marketing, 7.5 credits, consists of three components:

  1. Individual in-class participation grade (20% of the final grade)
  2. Group based report (essay) on field exercise (mystery shopping assignment) (20% of the grade)
  3. Group based final project report (60% of the grade)

Each of the three components will be graded on the scale of 0-100 points.

Students will be graded for their inputs in the learning process through their participation in the classes (20% of the final grade). As a part of the learning process students are required to participate in the class exercises which have multiple forms designed to encourage discussion, apply theory in practice and present students’ project(s). Some examples of in-class exercises include discussions of examples, discussion of case-studies, in-class quizzes, solution exercises, Power-point presentation of findings etc. In-class learning exercise aim to engage students using both online and offline channels.

During the semester, two (2) group based written reports are planned in which students should recognize/apply service marketing concepts in practice. In the first essay, the students (in groups up to three students) are required to conduct a mystery shopper evaluation of a service of their choice and write a short essay/report of their findings (which together accounts for 20% of the final grade). The group would present those findings in the class, as the part of the class exercise.

Lastly, 60% of the final grade is awarded to the final project (final paper) in which students in a group of maximum three (3) students need to apply assigned service marketing concepts and tools on practical business example(s). Note that the final project will be co-graded by an external examiner, a professor outside the BI, to secure the objectivity.

According to BI’s grading policy, the mapping from numerical grades to letter grades should be done at the end of the course using the following scale: 75-100= A; 65-74=B; 55-64= C; 45-54=D; 35-44= E; 0-34=F

Additional information on all aspects of the course will be given during the class and on It's Learning webpage of the course.

Partial grades the three components (in the form of 0-100 points) will be translated into the final grade according to the following calculation:

Points obtained at Quiz(0-100)*0,20 + Points obtained in First essay(0-100)*0,2 + Points obtained in Final project(0-100)*0,6 = Overall number of points (0-100),

The overall number of points is to be translated to letter grades as follows:

75-100= A;

65-74=B;

55-64= C;

45-54=D;

35-44= E;

0-34=F

This means that it is possible to “miss” one component (e.g. quiz, in which case the student obtains zero points on that component) and still pass the overall course (if the overall number of points obtained across all components is 35 points and higher).

All support materials and dictionary may be used for the assignments/project, in accordance to the anti-plagiarism rules at BI.

Students are required to use the learning platform It's Learning and the Internet.

At re-sit all exam components must, as a main rule, be retaken during next scheduled course.

Software tools
No specified computer-based tools are required.
Additional information

For electives re-sit is normally offered at the next scheduled course. If an elective is discontinued or is not initiated in the semester it is offered, re-sit will be offered in the electives ordinary semester.

Qualifications

Higher Education Entrance Qualification.

Required prerequisite knowledge

Some basic knowledge of marketing concepts may be beneficial, but it is not neccessary.

Exam categoryWeightInvigilationDurationGroupingComment exam
Exam category:
Activity
Form of assessment:
Class participation
Exam code:
ELE37731
Grading scale:
Point scale
Grading rules:
Internal examiner
Resit:
All components must, as a main rule, be retaken during next scheduled course
20No 1 Semester(s)Individual Different forms of in-class excesses, quizzes, case-study discussions, homework assignments etc. to support the learning outcomes
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
ELE37731
Grading scale:
Point scale
Grading rules:
Internal examiner
Resit:
All components must, as a main rule, be retaken during next scheduled course
20No2 Week(s)Group (2 - 3)Group assignment (in a form of a written essey)
Exam category:
Submission
Form of assessment:
Written submission
Exam code:
ELE37731
Grading scale:
Point scale
Grading rules:
Internal and external examiner
Resit:
All components must, as a main rule, be retaken during next scheduled course
60No1 Month(s)Group (2 - 3)Final project (group work)
Exams:
Exam category:Activity
Form of assessment:Class participation
Weight:20
Invigilation:No
Grouping (size):Individual
Duration: 1 Semester(s)
Comment:Different forms of in-class excesses, quizzes, case-study discussions, homework assignments etc. to support the learning outcomes
Exam code: ELE37731
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:20
Invigilation:No
Grouping (size):Group (2-3)
Duration:2 Week(s)
Comment:Group assignment (in a form of a written essey)
Exam code: ELE37731
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam category:Submission
Form of assessment:Written submission
Weight:60
Invigilation:No
Grouping (size):Group (2-3)
Duration:1 Month(s)
Comment:Final project (group work)
Exam code: ELE37731
Grading scale:Point scale
Resit:All components must, as a main rule, be retaken during next scheduled course
Exam organisation: 
Continuous assessment
Grading scale: 
ECTS
Total weight: 
100
Workload activityDurationType of durationComment student effort
Teaching36Hour(s)
Prepare for teaching45Hour(s)
Self study36Hour(s)
Group work / Assignments83Hour(s)
Expected student effort:
Workload activity:Teaching
Duration:36 Hour(s)
Comment:
Workload activity:Prepare for teaching
Duration:45 Hour(s)
Comment:
Workload activity:Self study
Duration:36 Hour(s)
Comment:
Workload activity:Group work / Assignments
Duration:83 Hour(s)
Comment:
Sum workload: 
200

A course of 1 ECTS credit corresponds to a workload of 26-30 hours. Therefore a course of 7,5 ECTS credit corresponds to a workload of at least 200 hours.

Talis literature

Obligatorisk/Compulsory

Book
Authors/Editors År Tittel Edition Publisher StudentNote
Wilson, Alan M. cop. 2016 Services marketing: integrating customer focus across the firm 3nd European ed McGraw-Hill
Document
Authors/Editors År Tittel Edition Publisher StudentNote
2014 Service Marketing: Selected Articles and Case Studies
Book
Authors/Editors År Tittel Edition Publisher StudentNote
Fisk, Raymond P.; John, Joby; Grove, Stephen J. cop. 2014 Services marketing: an interactive approach 4th ed., International ed South-Western Cengage Learning