At the end of this course, students will be capable of:
To a lesser extent, teamwork and leadership as well as communication and interpersonal skills will also be developed.
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.
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
The evaluation of students is composed of two parts: an individual part (40%) and a group project (60%). 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 if it got a failing grade (grade < 10/20) or was not satisfactory (10 <= grade < 12).
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.