Services Marketing (5 cr)

Evaluation scale

Pass/Fail

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

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)

Materials

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.

Teaching methods

Live webinars, videos and independent assignments.
Learning space Moodle.

Exam schedules

No exam included in the course.

Completion alternatives

6 service marketing management assignments: evaluation PASS/FAIL

Student workload

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

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.

Qualifications

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

Further information

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.