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
Student in this course:
1. Upgrade existing knowledge in the field of marketing with specific knowledge in the field of service marketing and is able to connect it with other areas of marketing meaningfully.
2. Understands and knows how to apply specific theories of service marketing (e.g. Servicescape model, servunction model, etc.) (PILO 2a)
3. Knows and understands 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. Can critically synthesize information obtained from various sources in a way that can be innovative and see the useful value of knowledge or processes from the point of view of marketing services and practice. (PILO 1a)
5. Mastered 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. Based on theoretical knowledge, demonstrates independence and originality in solving practical problems in the field of service marketing. (PILO 1a)
7. Understands and can make ethical decisions in the field of service marketing (e.g. the field of unfair prices, misleading advertising, etc.) (PILO 4a)
8. Understands the importance of digitization of services, automation, robotization and the use of artificial intelligence, which he can use with critical judgment.
9. Understands and knows 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. Is able to work independently and in a group, as a leader or as a member, and has developed appropriate communication skills that 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:
1. Upgrade existing knowledge in the field of marketing with specific knowledge in the field of service marketing and is able to connect it with other areas of marketing meaningfully.
2. Understands and knows how to apply specific theories of service marketing (e.g. Servicescape model, servunction model, etc.) (PILO 2a)
3. Knows and understands 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. Can critically synthesize information obtained from various sources in a way that can be innovative and see the useful value of knowledge or processes from the point of view of marketing services and practice. (PILO 1a)
5. Mastered 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. Based on theoretical knowledge, demonstrates independence and originality in solving practical problems in the field of service marketing. (PILO 1a)
7. Understands and can make ethical decisions in the field of service marketing (e.g. the field of unfair prices, misleading advertising, etc.) (PILO 4a)
8. Understands the importance of digitization of services, automation, robotization and the use of artificial intelligence, which he can use with critical judgment.
9. Understands and knows 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. Is able to work independently and in a group, as a leader or as a member, and has developed appropriate communication skills that 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
Wirtz, J. 2018. Essentials of services marketing. Harlow, England: Pearson.
Dodatni:
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 or two midterm tests, (50%)
- ongoing team homework (50%)
Written exam or two midterm tests - a written exam or two midterm tests covering all major topics. Students must achieve 56% of all points to pass.
Ongoing team homework - shorter tasks that can be solved within one meeting in the classroom or within one week.
