Services marketing

Storitveni marketing

Course credits:

6.00 ECTS / 60 (30 hours of lectures, 30 hours of exercises, 0 hours of seminars, 0 hours other forms of work)

Course holder:

prof. dr. Urška Golob Podnar

Type:

Required

Language:

Slovenian

Semester:

First semester

Study degree

1. level

Course execution:

• Undergraduate Programme of Communication studies - Marketing Communication and Public Relations

Prerequisits:

Students are allowed to participate in the course provided that they have completed the enrolment procedure. Recommended previously completed courses: 1. Basics of marketing 2. Consumer behavior

Objectives and competences

The aim of this course is to introduce students with the basic characteristics of services marketing and to explain services processes through the perspective of marketing relationships. Competences: 1. Understand the importance of services marketing for competitiveness of organizations 2. Analyze marketing problems in service driven companies 3. Develop plans to implement service marketing programs that provide a supreme customer experience and customer satisfaction 4. The ability to finish a project or deliverable on implementation or refinement of services marketing elements

Content (Syllabus outline)

The course introduces students to the essentials of services and relationship marketing. It focuses on services companies and organizations. The students are introduced to the main characteristics and distinctions of services. The main strategies and elements of services marketing management are examined together with such key concepts as: quality, satisfaction, value, loyalty, and customer engagement. The importance of the employees’ role in services is examined. The marketing services triangle dealing with the relationships among company, employees and consumers is analyzed.

Intended learning outcomes:

1. Understanding the unique challenges involved in marketing and managing services. 2. Identifying differences between the marketing of services and the marketing of goods. 3. Identifying and analyzing the various components of the services marketing mix. 4. Analyzing and discussing key issues concerning the managing and measuring of service quality and customer satisfaction. 5. Appreciating the intertwined role of service personnel and customers with respect to service delivery, service failures, and processes recovery.

Learning and teaching methods:

Lectures, group work with professor, consultations, field work, simulations, oral presentations, e-learning.

Assessment

Quizzes Individual assignments Group presentations

Obligatory literature

Additional literature