EXC 3620 Service Marketing
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APPLIES TO ACADEMIC YEAR 2012/2013
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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 This course should give the students knowledge about fundamental theories, methods and concepts within the area of services marketing: · 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. 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
Understanding customer requirements
Service design and standards
Delivering and performing service
Managing service promises and building customer loyalty
Service marketing and the bottom line
Reviewing and critiquing the field of service marketing:
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 course will consist of a combination of lectures, group work, discussions and feedback on the work requirements. Feedback will be given in a plenary session after each assignment has been 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 assessed approved / not approved. The multiple-choice test may be taken several times if it is not approved 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 time spent for students:
Coursework requirements In order to sit for the final examination students must get approved 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 |
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