Service marketing

Prerequisite: Strategic Marketing

Course description

More than half of the GDP of developed economies originates in the service sectors. Furthermore, most businesses contain elements of service. The production process and the market relationships for services differ in several aspects from those for tangible goods. That poses some specific problems in marketing and management of services that will be exposed and discussed in this course.

The course revolves around three main themes:

• peculiarities of service processes;
• managing service quality and relationships;
• organisational aspects of marketing in service companies.

Students will be expected to actively participate in discussions of case studies as well as to carry out field work and present the results.

Textbooks
C. Gronroos, Service Management and Marketing, 3rd Edition, Wiley, Chicherster, 2007.
Other material provided by the teacher.