Syllabus
Topics
Introduction to Service Marketing: an overview
of the services sector.
Differences between goods and services
Service markets research
Consumers behavior in service context,
different types of buying behaviors
How to position services, positioning maps
10 Ps: Service marketing mix
Service development and innovation
Service products: strategy implementation
Service delivery process
Service demand and productive capacity
Service environment
Human resources management in service marketing
Managing employees and consumers: managing
loyalty and relationships.
Handling complaints
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
Service leadership, Creating the service
company
Company cases
Company case Fine
dining in the sky: class discussion
Company case Capsule Hotels: class
discussion.
Company case Giordano: class discussion
Company
case House Concerts: class discussion
Banyan Tree Hotel company
case: class discussion
Aussi Pooch Mobile company case: class
discussion
Zappos company case: class
discussion.
Company cases Accellion and Starbucks: class
discussion
Exams and projects: Students will work on real company cases