By the end of the course, students will be able to:
· Understand core concepts and theories in service marketing and management
· Apply analytical methods and tools to service organizations
· Critically reflect on cutting edge themes in service marketing and management
· Develop communication and collaboration skills
The course aims to introduce students to a very important sector of the economy and equip them with both the theoretical foundations and practical tools necessary for effective service marketing and management.
The overall framework of the course is based on the GAP model of service quality by Parasuraman, Zeithaml, and Berry (1985).
The service sector represents the largest segment of most industrial economies, accounting for up to 78% of Belgium’s GDP. As services are quite different from products, this course introduces students to the unique characteristics, challenges, and opportunities in managing services.
· Lectures covering theoretical frameworks and practical applications
· Group assignment including analysis and presentation of service topics
The grade in the course will be based on both individual and group performance. It assesses the students’ understanding of the concepts, theories, methods, and tools covered, and their ability to critically integrate and apply them.
• Exam (15/20)
o Closed book oral examination with written preparation
• Group assignment (5/20)
o In-class presentation integrating academic literature with real-world service examples, accompanied by a one-page executive summary and supported by feedback sessions (online or in-person) focusing on content quality and presentation skills
Note. Participation in all assessment components is mandatory to pass this course. Failure to complete any component will result in no grade for the first assessment period. Group assignment grades may be transferred to the second assessment period.
Required resources
Wilson, A., Zeithaml, V. A. , Bitner, M.J,.& Gremler, D. (2021), Services Marketing: Integrating Customer Focus across the Firm, Fourth European Edition, McGraw Hill.
Recommended resources
Wirtz, J., & Lovelock, C. (2021), Services Marketing, Ninth Edition, World Scientific.