Objectives and competences
1. Introduction to basic principles of modern exchange relationships at business to business (B2B) markets.
2. Introduction to basic principles of modern exchange relationships at business to consumer (B2C) markets.
Content (Syllabus outline)
Services status in the society;
Definition and characteristics of services components;
Services marketing mix;
The role of contact personnel in services;
Service environment and physical evidence;
New technologies and services;
Perceived service value with its antecedents (service quality) and consequences (satisfaction, loyalty).
Learning and teaching methods
Lectures
Interactive lecturing
Case studies
Readings
Lovelock, C.H.&Wirtz, J. 2011. Services Marketing: people, technology, strategy. 7th Edition. New Jersey: Prentice Hall – selected chapters.
