Opetussuunnitelmat

Objective

You will learn the principles of services marketing and how a successful service business works. You will learn how to build a holistic understanding of service business.You will learn the impact and importance of service design in marketing.

Content

The use of service quality thinking in analysing customer experience
Service marketing differenses from product marketing
Analysyses of markets and the basics of marketing research
Basics of consumer behaviour and decision-making
Marketing communication and advertising
Personal selling business to business context
User experience and digital marketing

Oppimateriaali ja suositeltava kirjallisuus

Zeithaml V., Bitner M. & Gremler D. 2017. Services Marketing. European Edition. New York: McGraw-Hill Education
Chapters 1-7 (Part 1 and Part 2) and chapter 16 (Managing external and internal communications) and additionally chapters 11-13.

Teaching methods

The course will consist of lectures, a group assignment and an exam.

Exam schedules

Exam dates will be decided on the first lecture. The Course Exam will be on Wednesday November 29, the Exam Retake 1 will be on Wednesday 13. December, the Exam Retake 2 will be held in January 2024

Vaihtoehtoiset suoritustavat

No alternative options.

Student workload

Attending lectures & guidance 25 hours
Assignment 50-60 hours
Studying course material 50 hours

Further information

The course grade will consist of group assignment 50% of the grade and exam 50% of the grade.
Group assignment evaluation criteria will be given with the assignment.
All defined course material will be tested in exam.

Evaluation scale

0-5

Arviointikriteerit, tyydyttävä (1-2)

Adequate (1) - The student attempts to demonstrate his/her theoretical and conceptual knowledge. Command of the subject area remains unclear. The student fails to show a convincing ability to apply theory to real-life situations or communicate effectively. The planning and implementation of the group project including the scheduling have been only partly student-led. The group requires extensive supervision with many basic issues. The aims of the project have been partially achieved. Group communication in oral, written and digital format has clear weaknesses and the structure is not organised.

Satisfactory (2) - The student shows a degree of theoretical and conceptual knowledge of the subject area. Central concepts have been defined satisfactorily. The student has an obvious overall command and understanding of the subject area but fails to show a convincing ability to apply theory to real-life situations. The student has some weaknesses in communication skills. Within a team environment, the student contributes to the content and is a dependable team member. The planning and implementation of the group project including the scheduling have been student-led. The group requires close guidance with basic issues. The aims of the project are achieved rather well. Group communication in oral, written and digital format has some weaknesses. The structure is logical.

Arviointikriteerit, hyvä (3-4)

Good (3) - The student shows theoretical and conceptual knowledge of the subject area at a relatively clear level. Central concepts have been defined fairly well. The student displays a competent command of the subject area. The student shows adequate but general ability to apply theory to real-life situations. The student can communicate effectively. Within a team environment, the student contributes to the content adequately and participates actively in group meetings. The group delivers the project fairly independently under supervision. The aims of the project are achieved and the results have some significance. Group communication in oral, written and digital format is comprehensible and the structure is descriptive.

Very good (4) - The student shows great theoretical and conceptual knowledge of subject area. Central concepts have been defined very well and the student displays a very good command and understanding of the subject area. The student demonstrates a competent ability to apply theory to real-life situations and the ideas are worth implementing. The student shows superior communications skills. Within a team environment, the student contributes to the content, providing relevant sources of information, and is supportive of others and allows them to participate. The group delivers the project independently under supervision. The aims of the project are achieved well and the results are fairly significant. Group communication in oral, written and digital format is fluent, almost error free and precise.

Assessment criteria, excellent (5)

The student shows exceptional and detailed theoretical and conceptual knowledge of the subject area. The student demonstrates an advanced ability to apply theory to real-life situations and expresses ideas that have significant value for implementation. The student shows superior communications skills with critical argumentation.
Within a team environment, the student contributes to the content extensively, providing new and relevant sources of information and is supportive of others and shows leadership skills. The group delivers the project independently under supervision. The aims of the project are achieved very well and the results are significant. Group communication in oral, written and digital format is fluent, impressive, error free and precise.