Objectives and competences
In this course, students are systematically trained in understanding the status of services in society and understanding market trends in the services sector. Students acquire an analytical approach to the 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 in using integrated knowledge to create, plan, and implement services marketing activities.
Content (Syllabus outline)
1 SERVICES STATUS IN THE ECONOMY AND SOCIETY
- introduction
- definition of service industries
- service society
- importance of services in inter/national economy
- the reasons for changing status of services
- trends
2 THE CONCEPT OF SERVICE COMPONENTS IN PRODUCTs
- definition of products
- definition of services (service components)
- clasification of services
- characteristics of services components
3 MARKETING MIX
- product (service) in marketing
- people (contact personell)
- ambient and physical evidence
- prices
- marketing communication
- marketing channels
4 STRIVING FOR SERVICE EXCELLENCE
- defining service quality
- measuring service quality
- customer satisfaction and loyalty
5 MARKETING MANAGEMENT OF SERVICES
- marketing management activities for services
- marketing information system for successful development of marketing strategies for services
- planning the implementation of marketing strategies for services
- organization and leadership
- recruitment and training
- motivation and rewarding service employees
- implementation of service activities
- monitoring of service activities and evaluation
6. SUSTAINABILITY AND ETHICAL ASPECTS
- fairness and transparency in ethical service pricing
- ethical aspects of marketing communication
- sustainable and socially responsible practices in service industries
7. SERVICE DIGITALIZATION
* An invited guest/lecturer from abroad will be included in the implementation.
Learning and teaching methods
- ex-cathedra lecturing,
- interactive lecturing,
- case studies,
- flipped learning
- individual critical study of materials and cases
- teamwork
- 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
Obvezna:
Wirtz, J.and Lovelock, C. H., 2022. Services Marketing: people, technology, strategies. Hackensack (NJ): World Scientific
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.
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
Gradiva, ki jih nosilka naloži v e-učilnico/Materials uploaded in the e-classroom.
Prerequisits
No requirements
Additional information on implementation and assessment Written exam can be replaced with two midterm tests covering all major topics. Students must achieve 56% of all points to pass.
