Services MarketingLaajuus (5 cr)

Objective

Purpose of the course
The purpose of the course is to increase understanding of the importance of service marketing management in business and society and to develop it using research and different tools.

Competences
Service business management competence
Internationalisation and communications competence
Entrepreneurship, innovation and working community competence

Learning outcomes
You know the theoretical framework and concepts of the services marketing. You understand the strategic meaning of service management and marketing. He/she can explain the unique challenges involved in marketing and managing services. You learn to evaluate the issues required in managing customer satisfaction, service and relationships quality. You can utilize appropriate concepts and models for the analysis and evaluation of service management and/or marketing problems. You are capable to develop service marketing management strategies and practices in their organizations also in digital environment.

Content

Understanding Concepts and Theory of Services, Managing Customer Relationships, Nature of Services, Service and Relationship Quality, Quality Management in Services, Service Design, Return on Service and Relationships, Integrated Services Marketing Communications, Managing Service Productivity and Operations

Qualifications

Principles of Marketing. The student has a bachelor´s degree.

Assessment criteria, approved/failed

You know the theoretical framework and concepts of the services marketing. You understand the strategic meaning of service management and marketing. He/she can explain the unique challenges involved in marketing and managing services. You learn to evaluate the issues required in managing customer satisfaction, service and relationships quality. You can utilize appropriate concepts and models for the analysis and evaluation of service management and/or marketing problems. You write in argumentative, insightful and error-free formal style and you follow JAMK’s reporting instructions.