Learning outcomes

At the end of this course, students will be capable of:

  • Understanding the fundamentals of services marketing (e.g., distinctive characteristics of services, services marketing mix, service quality, etc)
  • Mastering of the concepts, tools, methods related to services marketing
  • Analyzing a service organization by applying the course concepts and make strategic recommendations.

To a lesser extent, teamwork and leadership as well as communication and interpersonal skills will also be developed.

 

 

Goals

The course aims at introducing students to a very important sector of the economy and at providing them with the concepts, tools, and methods related to services marketing. The objective is also to make them understand the distinctive characteristics of services and how management and marketing can be applied to the area of services.

 

 

 

Content

Part 1. Understanding Services and Service Consumers
Part 2. Positioning Services in a Competitive Market
Part 3. The 7 Ps of Services Marketing
Part 4. Service excellence

 

 

 

Assessment method

The evaluation of students is composed of two parts: an individual part and a group project. The precise modalities will be explained during the first course.

In case of a retake session in August, the weightings of the two parts will be kept as well as the individual grade. Only the group project can be improved.

 

 

Sources, references and any support material

All the course material (slides, articles, case studies, etc) is available on Webampus.

Reference textbooks (non-exhaustive list) are:

-Essentials of Services Marketing, Wirtz J., 4th edition, Pearson.

-Marketing des services, Lovelock C., Wirtz J., Lapert D., & Munis A., 7th edition, Pearson.

 

Language of instruction

Français