Service Management (5 cr)

Evaluation scale

0-5

Objective

Students know the theoretical framework and concepts of the service management and services marketing. He/she understand the strategic meaning of service management and marketing. Students understand the meaning of the managing service productivity and operations, service and relationship quality and how the organization can achieve competitive advantage by using right service strategies. The student will learn how organizations could manage their services in building their competitive strength and profitability. He/she can explain the unique challenges involved in marketing and managing services. The student learn to evaluate the issues required in managing customer satisfaction, service and relationships quality. He/she will recognize the role of internal marketing in managing services. Student can utilize appropriate concepts and models for the analysis and evaluation of service management and/or marketing problems. Students are capable to develop service marketing management strategies and practices in their organizations.

Content

Understanding Concepts and Theory of Services, Principles of Service Management, 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, Consumer Behavior in Services, Delivering and Performing Service, Managing Internal Marketing

Materials

Fitzsimmons, J. A. & Fitzsimmons, M. J. 2011. Service Management: Operations, Strategy, Information Technology. 7th edition, Irwin McGraw-Hill. Wilson, A., Zeithaml, V.A. Bitner & D.D. Gremler. 2012. Services marketing: integrating customer focus across the firm. 2nd edition. McGraw-Hill. Grönroos, C. 2011. Service Management and Marketing: Customer Management in Service Competition.Wiley. Journal of Service Management Journal of Service Science and Management.

Completion alternatives

Pre-assignment 20% Literature 10% and service marketing management assignment 30%. Development work of the service marketing management 50%. Final Project.

Student workload

virtual study 27 h assignments 40 h independent study 68 h Total 135 h (one credit equals 27 hours of student work)

Assessment criteria, satisfactory (1)

1 (sufficient)
The student knows the meaning of service marketing management and/or service management in strategic management. The theory base in main assignment is limited.
2 (satisfactory)
The student has satisfactory knowledge about service management. The student is able to select and apply appropriate approaches to analyze own service marketing management problems and utilize them. Student writes a quite modest report which contains mainly textbook references.
3 (good)
The student has a good understanding of service management and services marketing. The student analyze critically the problems of service marketing management of own organization and devise solutions to these problems. The student is able to write almost impeccable report, which includes discussions of organizational level and/or own expertise level.
4 (very good)
The student has advanced knowledge about service management. The student analyze critically the problems of service marketing management of own organization and develop the practices of the service marketing management or service management. The student is able to write a quality report, which includes also international references.
5 (excellent)
The student shows exceptional knowledge of all subject material covered in this course. The student develops a new practical solution of the service marketing management with a connection to strategic management of the organization. The student will write a high-quality, printable and reflecting report with constructive criticism, which includes several international academic references.

Qualifications

Principles of Marketing
BBA

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.