Services Marketing (5cr)
Course unit code: 3B-46E
General information
- Credits
- 5 cr
Objectives
The course is aimed to cover the principal aspects of services marketing theory. The course focuses on aspect of managing the services marketing and on the implementation of marketing tools in the service business. The course approach is practical, including exercises and team work.
After completing the course, the student will be able to:
Manage customer requirements related to services.
Design services.
Fulfill service promises.
Content
What are the basic characteristics of services and goods?
What are the implications of the characteristics of services for a marketing management point of view?
How to design, deliver and communicate services to the customers?