Service Management (Specific Topics of Marketing) (SS 2020)


Course Number
040312

Field(s) of Study
Master

University Calendar

Learnweb Platform

Type
Lecture/Exercise

Course Language
englisch


Course schedule

Day Time Frequency Date Room
Sunday 19:00- 20:00 single date 14.06.2020  
Monday 16:00- 17:30 single date 15.06.2020  
Tuesday 16:00- 18:30 single date 16.06.2020  
Wednesday 16:00- 17:30 single date 17.06.2020  
Thursday 16:00- 17:30 single date 18.06.2020  
Tuesday 16:00- 19:30 single date 23.06.2020  
Wednesday 16:00- 18:30 single date 24.06.2020  

Notice

We are happy to announce that Prof. Dr. Dwayne Gremler will be offering a digital version of his course (partly live, partly recorded) this summer term.

We will uphold the schedule in terms of course dates, but will have to make minor adjustments to the time slots to account for the different time zones (US and Germany). We will do our best to make sure that the part of the lecture, which requires your digital presence, will not overlap with other course schedules.

Due to these pleasant developments, we are also able to re-open the course for additional applications.
If you wish to participate in the course, please apply via e-mail to Marc Linder (with your matriculation number and full name) until next Thursday, 30th of April, until 3:00 pm.
We will assign the additional seats to the course based on a "first-come, first-serve" principle and will let you know about your admission status by Thursday evening.

 

The course is given by Dr. Dwayne D. Gremler.

Contact person: Marc Linder, M.Sc.

This course is part of the module ”Advanced Marketing on Specific Topics: Selected Topics in Marketing”.

Course grade: Creation of a service blueprint (group work) (40%) | Creation of a service guarantee (individually) (35%) | Written reflection on service experiences (individually) (25%)

Please register at the examination office for the early examination period (AFTER your admission to the course).

Credit points: 6 ECTS (BWL PO 2010)

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

The password for all materials will be announced via email.

Description

The intent of this course is to give students a thorough understanding of the unique marketing opportunities and challenges faced by organizations that sell and deliver services. Throughout six sessions, the course will introduce, discuss, and analyze several topics important to the marketing and management of service businesses.

Various frameworks for understanding service marketing and management will be discussed, such as the service marketing mix and the gaps model of service quality, and will serve as a basis for identifying and diagnosing key issues in service delivery. The focus of the course will be on examining the key concepts, strategies, and decisions in services marketing that can be used to examine such issues. Various tools will be introduced, such as the service quality gaps audit, the service blueprint, and the service guarantee, to enhance student understanding of the unique opportunities and challenges faced by organizations that sell and deliver services. The ultimate goal of the course is to help each student become an effective service manager, leader, and champion.

Topics to be addressed include:

1)       The recapitulation of fundamental services marketing topics, including:

  • differences in marketing goods versus services
  • differences between “service offerings” and “customer service”
    • the seven elements (7 Ps) of the service marketing mix
    • customer expectations and perceptions in service delivery
    • determinants of customer loyalty and retention in service businesses
    • service recovery strategies

2)      The “Gaps Model of Service Quality” as a framework for understanding service delivery

3)      Service blueprints: key concepts and how it can help in designing excellent service delivery

Lecturers

  • Alegra Kaczinski (accompanying)
  • Marc Linder (accompanying)