Services marketing

Ects : 3

Enseignant responsable :

  • SYLVIE ROLLAND

Volume horaire : 18

Description du contenu de l'enseignement :

- Understanding Service Products, Consumers, and Markets

- Applying the 7ps of Marketing to Services

- Implementing profitable Service Strategies

 

- The objectives are to provide in-depth understanding of the difference between marketing services versus products.

Pré-requis recommandés :

Basic marketing course

Coefficient : 2ECTS

Compétence à acquérir :

The intent of this course is to introduce, discuss, and analyze several topics important to service businesses. After completing this course, students should be able to:

· Understand the unique challenges involved in marketing and managing services.

· Identify differences between marketing in service versus manufacturing organizations and understand how "service" can be a competitive advantage in manufacturing organizations.

· Identify and analyze the various components of the "services marketing mix"(three additional P's) as well as key issues required in managing service quality.

· Appreciate the role of employees (and often customers) in service delivery, customer satisfaction, and service recovery.

· Appreciate other key issues in service businesses, such as managing supply and demand, the overlap in marketing/operations/human resource systems, and relationship management.

Bibliographie, lectures recommandées

Services Marketing: Global Edition, 7/E, Christopher H Lovelock, Jochen Wirtz, PEARSON

Services Marketing Readings, A series of short articles are also included as required reading. These articles are available electronically via my course