SERVICES MARKETING MANAGEMENT
| Title | ΔΙΟΙΚΗΣΗ ΜΑΡΚΕΤΙΝΓΚ ΣΤΟΝ ΤΟΜΕΑ ΤΩΝ ΥΠΗΡΕΣΙΩΝ / SERVICES MARKETING MANAGEMENT |
| Code | 10602-LSC-103 |
| Faculty | Social and Economic Sciences |
| School | Economics |
| Cycle / Level | 2nd / Postgraduate |
| Teaching Period | Winter |
| Coordinator | Christina Boutsouki |
| Common | No |
| Status | Active |
| Course ID | 600001096 |
Programme of Study: Logistics & Supply Chain Management
Registered students: 27
| Orientation | Attendance Type | Semester | Year | ECTS |
|---|---|---|---|---|
| KORMOS | Compulsory Course | 1 | 1 | 6 |
| Academic Year | 2022 – 2023 |
| Class Period | Winter |
| Faculty Instructors | |
| Class ID | 600223484
|
Course Type 2021
Specific Foundation
Course Type 2016-2020
- Scientific Area
Course Type 2011-2015
Specific Foundation / Core
Mode of Delivery
- Face to face
- Distance learning
Digital Course Content
- e-Study Guide https://qa.auth.gr/en/class/1/600223484
- eLearning (Moodle): https://elearning.auth.gr/course/view.php?id=7854
Erasmus
The course is also offered to exchange programme students.
Language of Instruction
- English (Instruction, Examination)
Prerequisites
General Prerequisites
there are no prerequisites for this course.
Learning Outcomes
On successful completion of this module, students will be able to:
• Identify and interpret the role of services marketing in the global market environment;
• Discuss the major trends affecting services marketing;
• Examine changing consumer needs and appreciate the implications for services marketing;
• Consider the importance of the services marketing mix;
• Appreciate the importance of the service blueprint;
• Participating in class discussions on designing and delivering services marketing strategies
General Competences
- Apply knowledge in practice
- Retrieve, analyse and synthesise data and information, with the use of necessary technologies
- Make decisions
- Work autonomously
- Work in teams
- Advance free, creative and causative thinking
Course Content (Syllabus)
The purpose of this module is to provide an in-depth view of service marketing in the organisation. It concentrates on the components of service offerings and key frameworks associated with the management of customer experiences in contemporary service organisations. A wide range of service marketing themes will be explored including planning and producing the service performance; designing the service setting; creating interactive experiences; managing the customer mix; setting a price for the service-rendered; delivering service quality; researching service success or failure; and planning service recovery. The module also elaborates on the theatrical nature of services and the role of technology in service delivery.
Keywords
Services Marketing, service blueprinting, marketing mix in the service sector
Educational Material Types
- Notes
- Slide presentations
- Video lectures
- Book
Use of Information and Communication Technologies
Use of ICT
- Use of ICT in Course Teaching
- Use of ICT in Communication with Students
- Use of ICT in Student Assessment
Description
The module lectures are conducted on an interactive mode promoting two-way communcation between the class and the lecturer. The teaching approach combines theoretical insights and practical examples by encouraging students to work on cases studies, participate in role plays and study academic literature. Moreover, the role of social media (twitter) is harnessed for the needs of this module as all students are invited to participate in a virtual dialogue.
Course Organization
| Activities | Workload | ECTS | Individual | Teamwork | Erasmus |
|---|---|---|---|---|---|
| Lectures | 39 | 1.3 | ✓ | ||
| Reading Assigment | 51 | 1.7 | ✓ | ||
| Field trips and participation in conferences / seminars / activities | 10 | 0.3 | ✓ | ||
| Project | 30 | 1 | ✓ | ||
| Written assigments | 30 | 1 | ✓ | ||
| Exams | 20 | 0.7 | ✓ | ||
| Total | 180 | 6 |
Student Assessment
Description
Written Exams (70% of total mark),
Assignment (20% of total mark),
class participation 10%
Student Assessment methods
- Written Exam with Short Answer Questions (Formative, Summative)
- Written Exam with Extended Answer Questions (Formative, Summative)
- Written Assignment (Formative, Summative)
- Performance / Staging (Formative, Summative)
- Written Exam with Problem Solving (Formative, Summative)
Bibliography
Course Bibliography (Eudoxus)
Bateson, J.E.G. and Hoffman, K. D. (2010). Services Marketing, International Edition, 4th Edition, Cengage.
Additional bibliography for study
• Fisk, R., Grove, S.J., and John, J. (2007). Interactive Services Marketing Houghton Mifflin Company.
• Lovelock, C. H. and J.Wirtz (2010).Services Marketing, Pearson.
• Palmer, A. (2011). Principles of Services Marketing, McGraw-Hill Higher Education.
• Pine, J. and Gilmore, J.H. (2011). The Experience Economy: Work is the theatre and Every Business is a Stage II, Harvard Business School Press.
• Wilson, A., Zeithaml, V. A., Bitner, M.J. and Gremler, D.D. (2008). Services Marketing: Integrating Customer Focus across the Firm, McGraw-Hill Higher Education.
• Zeithaml, V. A., Bitner, M.J. and Gremler, D.D. (2008). Services Marketing, McGraw-Hill Higher Education.
• Μάρκετινγκ Υπηρεσιών, Σπύρος Γούναρης, Εκδόσεις Rossili (in Greek).
Key Academic Literature
• Alexander, Nicholas and Andrew Lockwood (1996), "Internationalisation: A Comparison of Hotel and Retail Sectors," Service Industries Journal, 16 (October), 458-473.
• Berry, Leonard L. and A. Parasuraman (1993), "Building a New Academic Field-the Case of Services Marketing," Journal of Retailing, 69 (Spring), 13-60.
• Berry, Leonard L. and A. Parasuraman, (1997), "Listening to the Customer-The Concept of a Service-Quality Information System," Sloan Management Review, 38 (Spring), 65-76.
• Bitner, Mary Jo (1992), "Servicescapes: The Impact of Physical Surroundings on Customers and Employees," Journal of Marketing, 56 (April), 57-71.
• Bitner, Mary Jo, Bernard H. Booms, and Mary Stanfield Tetreault (1990), "The Service Encounter: Diagnosing Favorable and Unfavorable Incidents," Journal of Marketing, 54 (January), 71-84.
• Bowen, David E. and Edward L. Lawler III (1992), "The Empowerment of Service Workers: What, Why, How, and When." Sloan Management Review, 33 (Spring), 31-39.
• Bowen, David E. and Edward E. Lawler (1995), "Empowering Service Employees," Sloan Management Review, 36 (Summer), 73-84.
• Cronin Jr., Joseph J. and Steven A. Taylor (1992), "Measuring Service Quality: A Reexamination and Extension," Journal of Marketing, 56 (July), 55-68.
• Fisk, Raymond P., Stephen W. Brown, and Mary Jo Bitner (1993), "The Evolution of the Services Marketing Literature," Journal of Retailing, 69 (Spring), 61-103.
• Gounaris, S. (2005), "The role of trust and commitment in customer retention: insights from B2B services", Journal of Business Research, vol. 58, pp.126
• Lovelock, Christopher H. (1983), "Classifying Services to Gain Strategic Marketing Insights," Journal of Marketing, 47 (Summer), 9-20.
• Parasuraman, A., Valarie Zeithaml, and Leonard L. Berry (1985), "A Conceptual Model of Service Quality and Its Implications for Future Research," Journal of Marketing, 49, (Fall), 41-50.
Last Update
10-01-2024
