Objectives and competences
In this course students are systematically trained in understanding the status of services in society and understanding market trends in services sector. Students acquire analytical approach to analysis of service development processes, their marketing as well as service performance and are able to critically evaluate it from the customer perspective.
Students will have skills of using integrated knowledge to create, plan and implement services marketing activities.
Content (Syllabus outline)
1 SERVICES STATUS IN THE ECONOMY AND SOCIETY
- Service society
- Definition of service industries
- Importance of services in inter/national economy
- Importance of services in public enterprises
- The reasons for changing status of services
- Trends in service industry
2 THE CONCEPT OF SERVICE COMPONENTS
- Definition of service components
- Characteristics of services components
3 APPLYING THE MARKETING MIX TO SERVICES
- Product (service) in marketing
- People (contact personell)
- Physical evidence
- Prices
- Marketing communication
- Channels
4 MANAGING SERVICES PROCESSES
- Designing and managing service processes
- Importance of service employees in customer satisfaction creation
- Relationships between service quality and customer satisfaction
- Complaint handling and management of waiting lines
5. SERVICE DIGITALIZATION
Learning and teaching methods
Practical skills:
can operate in ordinary professional contexts, and has an overview of the issues governing good practice in the field of marketing services.
Intended learning outcomes - knowledge and understanding
Development of knowledge and understanding
Students:
• has depth and systematic understanding of knowledge in the field of services marketing and across other marketing areas and can work with theoretical / research-based knowledge at the forefront of marketing discipline with usage of scientific literature.
• has the awareness and ability to manage the implications of ethical dilemmas and work pro-actively with others to formulate solutions.
• has a comprehensive understanding of techniques / methodologies applicable to services marketing (theory or research-based).
Cognitive/Intellectual skills:
• with critical awareness can undertake analysis of complex, incomplete or contradictory areas of knowledge communicating the outcome effectively.
• with critical awareness, can synthesise information in a manner that may be innovative, utilising knowledge or processes from the forefront of the services marketing discipline and practice.
• has a level of conceptual understanding of services marketing that will allow her/him critically to evaluate research, advanced scholarship and methodologies and argue alternative approaches in the field of services marketing.
• can demonstrate initiative and originality in services problem solving. Can act autonomously in planning and implementing tasks at a professional level.
Intended learning outcomes - transferable/key skills and other attributes
Key/Transferable skills
• can work effectively with a group as leader or member. Can clarify tasks and make appropriate use of the capacities of group members. Is able to negotiate and handle conflict with confidence
• is able to use full range of learning resources
• can competently undertake research tasks with minimum guidance
• is an independent and self critical learner.
• has independent learning ability required for continuing professional study, making professional use of others where appropriate
Readings
Obvezna:
Lovelock, C. H.,Wirtz, J. 2011 (ali novejša izdaja). Services Marketing. New Jersey: Prentice Hall.
Dodatna:
Grönroos, Christian. 2007 (ali novejša). Service Management and Marketing: Customer Management in Service Competition
Bateson, J. E.G., Douglas Hoffman, K.. 2016. Managing Services Marketing - Tekst and Readings. Fort Worth: The Dryden Press.
Prerequisits
The students can attend the tests if they fulfil 70% attendance criteria at the lectures.
Additional information on implementation and assessment Written exam can be substituted with two tests during the study semester.
