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
- 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
- Crafting external and internal service environment
- Relationships between service quality, customer satisfaction, customer loyalty, and commitment
- sustainability and ethical issues in services marketing
5. SERVICE DIGITALIZATION
* An invited guest/lecturer from abroad will be included in the implementation
Learning and teaching methods
- ex-catedra lecturing,
- interactive lecturing,
- flipped learning
- case studies,
- team work
- guest lectures delivered by domestic and international professionals..
Intended learning outcomes - knowledge and understanding
Student in this course will be able to:
1. Upgrade existing knowledge in the field of marketing with specific knowledge in the field of service marketing and will be able to connect it with other areas of marketing meaningfully.
2. Apply specific theories of service marketing (e.g. Servicescape model, servunction model, etc.) (PILO 2a)
3. Know and understand a wide range of methods and techniques useful for his work, especially in analyzing existing data and obtaining primary data relevant to service marketing. (PILO 1a, PILO 2a)
4. Critically synthesize information obtained from various sources in a way that can be innovative. Student will recognize the value of knowledge or processes from the point of view of marketing services and practice. (PILO 1a)
5. Mastere the knowledge of service marketing, which enables him to critically assess research, knowledge, and methodological approaches and justify different approaches in the research field of service marketing. (PILO 1a)
6. Demonstrate independence and originality in solving practical problems in the field of service marketing. (PILO 1a)
7. Understand and make ethical decisions in the field of service marketing (e.g. the field of unfair prices, misleading advertising, etc.) (PILO 4a)
8. Understand the importance of digitization of services, automation, robotization and the use of artificial intelligence, which he will be able to use with critical judgment.
9. Understand and know how to apply the principles of sustainable marketing of services in such a way as to be able to adequately include aspects of socially responsible, ethical, and sustainable activities and behavior in marketing strategies, which, in addition to the needs of customers, also takes into account the needs of wider society and the environment. (PILO 4b)
10. Work independently and in a group, as a leader or as a member, and will have appropriate communicatione skills that will enable him to present the results of his work effectively. (PILO 3b, PILO 3c)
The PILO label (i.e., Programme Intended Learning Outcomes) defines the contribution of each listed intended learning outcome of a course towards achieving the general and/or subject-specific competencies or learning outcomes acquired through the programme.
Intended learning outcomes - transferable/key skills and other attributes
Student in this course will be able to:
1. Upgrade existing knowledge in the field of marketing with specific knowledge in the field of service marketing and will be able to connect it with other areas of marketing meaningfully.
2. Apply specific theories of service marketing (e.g. Servicescape model, servunction model, etc.) (PILO 2a)
3. Know and understand a wide range of methods and techniques useful for his work, especially in analyzing existing data and obtaining primary data relevant to service marketing. (PILO 1a, PILO 2a)
4. Critically synthesize information obtained from various sources in a way that can be innovative. Student will recognize the value of knowledge or processes from the point of view of marketing services and practice. (PILO 1a)
5. Mastere the knowledge of service marketing, which enables him to critically assess research, knowledge, and methodological approaches and justify different approaches in the research field of service marketing. (PILO 1a)
6. Demonstrate independence and originality in solving practical problems in the field of service marketing. (PILO 1a)
7. Understand and make ethical decisions in the field of service marketing (e.g. the field of unfair prices, misleading advertising, etc.) (PILO 4a)
8. Understand the importance of digitization of services, automation, robotization and the use of artificial intelligence, which he will be able to use with critical judgment.
9. Understand and know how to apply the principles of sustainable marketing of services in such a way as to be able to adequately include aspects of socially responsible, ethical, and sustainable activities and behavior in marketing strategies, which, in addition to the needs of customers, also takes into account the needs of wider society and the environment. (PILO 4b)
10. Work independently and in a group, as a leader or as a member, and will have appropriate communicatione skills that will enable him to present the results of his work effectively. (PILO 3b, PILO 3c)
The PILO label (i.e., Programme Intended Learning Outcomes) defines the contribution of each listed intended learning outcome of a course towards achieving the general and/or subject-specific competencies or learning outcomes acquired through the programme.
Readings
Obvezni:
Wirtz, J. and Lovelock, C. H., 2022. Services Marketing: people, technology, strategies. Hackensack (NJ): World Scientific OR
Dodatni:
Wirtz, J. 2018. Essentials of services marketing. Harlow, England: Pearson.
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
KOLAR, Nina, MILFELNER, Borut, PISNIK, Aleksandra. Factors for customers’ AI use readiness in physical retail stores : the interplay of consumer attitudes and gender differences. Information. 2024, vol. 15, issue 6, [art. no.] 346, str. 1-18, ilustr. ISSN 2078-2489. https://www.mdpi.com/2078-2489/15/6/346, DOI: 10.3390/info15060346. [COBISS.SI-ID 200015619], [Odprti dostop, SNIP, WoS do 1. 2. 2025: št. citatov (TC): 3, čistih citatov (CI): 3, čistih citatov na avtorja (CIAu): 1.00, Scopus do 7. 2. 2025: št. citatov (TC): 3, čistih citatov (CI): 3, čistih citatov na avtorja (CIAu): 1.00]
kategorija: 1B (Z); uvrstitev: Scopus, MBP (COMPENDEX, DOAJ, ESCI, INSPEC, METADEX, PUBMED); tip dela je verificiral OSICT
točke: 13.33, št. avtorjev: 3.
Prerequisits
The students can attend the tests if they fulfil 70% attendance criteria at the lectures.
Additional information on implementation and assessment - written exam, 50%
- coursework 50%
Note:
Written exam can be replaced with two midterm tests covering all major topics. Students must achieve 56% of all points to pass.
