Ce cours apparaît dans les formations suivantes :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS

Pré requis

Marketing Introduction: Student should have basic knowledge of Marketing 4Ps and segmentation methods.

Objectifs du cours

At the end of the course the student should be able to :
- Understand the unique challenges involved in marketing and managing services.
- Identify differences between marketing in services and manufacturing organizations.
- Identify and analyse the various components of the "services marketing mix" - the original 4Ps plus the physical environment, processes, and people.
- Understand and discuss key issues required in managing customer satisfaction and service quality.
- Appreciate the role of employees (and often customers) in service delivery, customer satisfaction, and service recovery.
- Consider the sources of competitive advantage in service businesses.
- Appreciate other key issues in service businesses such as managing supply and demand, relationship management, and the overlap in marketing/operations/human resource systems.
- Understand how "service" can be a competitive advantage in managing organizations.

Contenu du cours

- Day 1:
The Service and Relationship Imperative
Managing Customer Relationships
The Nature of Services
- Day 2:
Service and Relationship Quality
Quality Management in Services
Customer Satisfaction - Loyalty
- Day 3:
Principles of Service Management
Managing Service Productivity
Managing Marketing of Market-oriented MNGT
Service Recovery
Group presentations of academic articles
- Day 4:
Managing Brand Relationships and Image
Market-oriented Organisation
Managing Internal Marketing
Managing Service Culture
Conclusions/summary: Building Relationships Managing Expectations

Modalités d'enseignement

Organisation du cours

Méthodes pédagogiques

• Case study
• E-learning
• Interactive class
• Presentation
• Project work
• Research

Évaluation

Assesment is mainly based on a presentation of a group project and an individual exam.

Bibliographie

• Valarie A Zeithaml, Mary Jo Bitner, Dwayne D Gremler (2013) “Services marketing : integrating customer focus across the firm”, McGraw-Hill Irwin. -