Syllabus
Aug 28 Introduction to Service Marketing: an overview
of the services sector. Differences between goods and services
August 30 Why Service Marketing? Company case
Dental office: class discussion
Sep 4 Service markets research. Company case Fine
dining in the sky: class discussion
Sept 6 Consumers behavior in service context,
different types of buying behaviors
Sept 11 How to position services, positioning maps
Sept 13 Service development and innovation
Sept 18 Service delivery process, service distribution
Sept 20 Service products: strategy implementation
Sept 22 MAKE-UP
DAY
Sept 25 Company case Capsule Hotels: class
discussion. Company case Giordano: class discussion
Sept 27 Service demand and productive capacity. Company
case House Concerts: class discussion
Oct 2 Mid-term review
Oct 4: Mid-term
exam (30%of your final grade)
Oct 9 Service environment
Oct 11 Human resources management in service marketing
Oct 16 Managing employees and consumers: managing
loyalty and relationships. Handling complaints Banyan Tree Hotel company
case: class discussion
Oct 18 group
project: you work in class
Oct 23 Aussi Pooch Mobile company case: class
discussion Zappos company case: class
discussion. Quality and productivity in service marketing
Oct 25 Entry strategies: how to sell services in
international markets
Oct 30 Entry strategies: how to sell services in
international markets
Nov 6 group
project: you work in class
Nov 8 group
project: class presentation (25% of your final grade)
Nov 13 SERVQUAL model: how to assess quality
Nov 15 Guest
speaker in class: Roberto Ricci, Busrapido.com
Nov 20 Promoting services and educating customers
Nov 22 Company cases Accellion and Starbucks: class
discussion
Nov 27 Service leadership, Creating the service
company
Nov 29 Final review
Final exams Dec
4-7 (35% of your final grade)