• Services Marketing (YHYYM220-3003),
         01.05.2023 – 31.07.2023,  5 cr  (ZJA23KM, ...) — Online learning +-
    Learning outcomes of the course
    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.
    Prerequisites and co-requisites
    Principles of Marketing. The student has a bachelor´s degree.
    Course contents
    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
    Assessment criteria
    Assessment criteria, passed/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.

    Language of instruction

    Finnish

    Location and time

    Webinars:
    wk 18 Orientation for the course
    wk 20 Support webinar (optional for those, who require help with the assignments)
    wk 22 Discussion webinar (an optional way to pass one of the course assignments)

    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.

    Lecturer(s)

    Mari Karjalainen

    Exam dates and re-exam possibilities

    No exam included in the course.

    Timing

    01.05.2023 - 31.07.2023

    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

    Credits
    • 5 cr
    Unit

    School of Business