Syllabus
Introduction to Service Marketing: an overview
of the services sector. Differences between goods and services
Service markets research.
Company case Fine
dining in the sky: class discussion
Consumers behavior in service context,
different types of buying behaviors
How to position services, positioning maps
Service development and innovation
Service products: strategy implementation
Company case Capsule Hotels: class
discussion.
Company case Giordano: class discussion
Service demand and productive capacity.
Company
case House Concerts: class discussion
Service environment
Human resources management in service marketing
Managing employees and consumers: managing
loyalty and relationships.
Handling complaints
Banyan Tree Hotel company
case: class discussion
Aussi Pooch Mobile company case: class
discussion
Zappos company case: class
discussion.
Quality and productivity in service marketing
Entry strategies: how to sell services in
international markets
SERVQUAL model: how to assess quality
Promoting services and educating customers
Company cases Accellion and Starbucks: class
discussion
Service leadership, Creating the service
company