Service marketing
People
Course director
Maione S.
Assistant
Description
Prerequisite: Strategic Marketing
Course description
More than half of the GDP of developed economies originates in the
service sectors. Furthermore, most businesses contain elements of
service. The production process and the market relationships for
services differ in several aspects from those for tangible goods. That
poses some specific problems in marketing and management of services
that will be exposed and discussed in this course.
The course revolves around three main themes:
- peculiarities of service processes;
- managing service quality and relationships;
- organisational aspects of marketing in service companies.
Students will be expected to actively participate in discussions of case studies as well as to carry out field work and present the results.
Textbooks
C. Gronroos, Service Management and Marketing: Managing the Service Profit Logic 4th Edition, Wiley, 2014
ISBN-13: 978-1118921449 , ISBN-10: 1118921445
Other material provided by the teacher.
Education
- Master of Science in Communication and Economics in Corporate Communication, Elective course, 2nd year
- Master of Science in Communication and Economics in Marketing and Transformative Economy, Core course, 1st year
- Master of Science in Management and Informatics, Elective course, Lecture