OUR ACADEMIC DEPARTEMENTS |
Lesson details
SERVICES MARKETING | |||
2018-2019 | EnIESEG School of Management
(
IÉSEG
)
| ||
Class code : | 1819-IÉSEG-M1S1-MKT-MA-EI26UE | MARKETING |
Level | Year | Period | Language of instruction |
---|---|---|---|
Master | 1 | S1 | EnEnglish |
Academic responsibility | B.CLAUS |
---|---|
Lecturer(s) | Amanda PRUSKI YAMIM; Bart CLAUS |
- This class exists in these courses :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 1 > 2,00 ECTS
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 2,00 ECTS
Prerequisites
Marketing Introduction: Student should have basic knowledge of Marketing 4Ps and segmentation methods.
Learning outcomes
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.
Course description
- 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
Class type
Class structure
Type of course | Numbers of hours | Comments | |
---|---|---|---|
Independent work | |||
Research | 2,00 | ||
Independent study | |||
Estimated personal workload | 8,00 | ||
Group Project | 8,00 | ||
Face to face | |||
lecture | 16,00 | ||
Total student workload | 34,00 |
Teaching methods
- Case study
- E-learning
- Interactive class
- Presentation
- Project work
- Research
Assessment
Assesment is mainly based on a presentation of a group project and an individual exam.
Type of control | Duration | Number | Percentage break-down |
---|---|---|---|
Continuous assessment | |||
Oral presentation | 0,30 | 0 | 40,00 |
Final Exam | |||
Written exam | 2,00 | 0 | 60,00 |
TOTAL | 100,00 |
Recommended reading
- Valarie A Zeithaml, Mary Jo Bitner, Dwayne D Gremler (2013) “Services marketing : integrating customer focus across the firm”, McGraw-Hill Irwin. -
* This information is non-binding and can be subject to change