Services Marketing (YHYYM220)

Services Marketing, 5 cr - YHYYM220

Services Marketing (YHYYM220-3003), 01.05.2023 – 31.07.2023,
5 cr (ZJA23KM, ...) — Online learning + -
Language of instruction

Finnish

Timing

01.05.2023 - 31.07.2023

Lecturer(s)

Mari Karjalainen

Planned learning activities, teaching methods and guidance

Live webinars, videos and independent assignments

Learning materials and recommended literature

Zeithaml, V. A., Bitner, M. J. & Gremler, D. D. 2017. Services marketing. Integrating Customer Focus Across the Firm. New York: McGraw-Hill.
Grönroos, C. 2009. Palvelujen johtaminen ja markkinointi. Talentum. Journal of Service Management Journal of Service Science and Management.

Exam dates and re-exam possibilities

No exam included in the course.

Learning assignments and student workload

virtual study 27 h assignments and independent study 108 h Total 135 h (one credit equals 27 hours of student work)

Enrollment

01.04.2023 - 30.04.2023
Groups
- ZJA23KM
- YMJ22S1
- YHO21S1
- YMJ21S1
- ZJAYMJ22S1
- ZJK23KH
- YHO22S1
Alternative learning methods

6 service marketing management assignments: evaluation PASS/FAIL

Seats

0 - 45

Assessment methods

Recognition of prior learning (RPL) can be obtained on the basis of prior learning. Recognition of prior learning is subject to an application which correctly points out the competencies consistent with the course objectives. In addition, a proof of the successful completion of the development assignment is required.

Degree Programme

Master’s Degree Programme in Tourism and Hospitality Management

Mode of delivery

Online learning

Share of virtual studies

5 cr

Unit

School of Business

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.

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

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

Pass/Fail

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.

Services Marketing, 5 cr - YHYYM220

Upcoming implementations