MF-207 Services Marketing

The course is connected to the following study programs

• Bachelor's Programme in Marketing and Management

Teaching language

English

Course contents

The objective of this course is to present the essential nature of services and the importance for service organization to manage service quality. Moreover, the managerial challenges related to the production and supply of services are addressed. The need for specialized skills in the field of service marketing is growing due to the increasing dominance of services in advanced economies. Knowledge about how to manage service organizations both in the private and public sector is critical for obtaining competitive advantages and for successfully pursuing a career in the service sector. Managerial topics discussed in the course include the employees role in service delivery, development of customer relationships, the role of digital marketing and social media, customer co-production, pricing, productivity, and managing service quality.

The course will provide theoretical and practical knowledge about the difference between marketing physical products and intangible services. Cases from different industries including the tourist/tourism industry will be used in class. In addition, the course aims to provide students with an understanding of ethical and socially responsible marketing practices related to service marketing. Students are expected to gain theoretical knowledge through active participation in lectures, in-class discussions, and group assignments as well as through self-study.

Learning outcomes

Upon successful completion of the course students should be able to:

• describe the core concepts and models in service marketing and service management and the principles of service dominant logic

• recognize the challenges associated with the production and marketing of services

• understand the importance of measuring service quality and different ways of assessing service performance

• understand the key linkages between marketing and other business functions in the context of designing and operating an effective customer focused service organization, in line with the UN Sustainable development goal # 9 “Industry, Innovation and Infrastructure”

• understand how to use the service management principles to achieve competitive advantages

• understand ethical challenges related to service marketing and service management

Examination requirements

Approved compulsory assignment(s). More info at the start of the semester.

Teaching methods

Lectures and casework. Estimated workload is about 200 hours.

Evaluation

The person responsible for the course, in consultation with the student representative, decides the method of evaluation and whether the courses will have a midterm- or end of term evaluation, see also the Quality System, section 4.1. Information about evaluation method for the course will be posted on Canvas.

Admission for external candidates

No

Assessment methods and criteria

3-hour written individual examination. Letter grades.