24 July 2013
Much of world economy today is dominated by services. This Services Marketing course has been designed to equip students to become more effective managers of service organisations by familiarizing them with the characteristics of services, their implications on design and delivery. It also highlights the role of coordinated organizational effort through marketing, human resources, and operations in gaining sustainable competitive advantage.
Vinita S. Sahay, Indian Institute of Management, India
The course aims to provide insights to:
i. To study “breakthrough” Services in order to understand the operations of successful service firms that can be benchmarks for future management practice.
ii. To develop an understanding of Service management thinking iii. Application of concepts of CRM, creating a service culture Customer loyalty and retention, service encounters, service characteristics, value creation, customer involvement, demand and suppy management and service recovery .
iv. Understanding service quality, its measurement and management
v. Service design through marketing research and blueprinting for efficient delivery
vi. To develop an awareness of the opportunities for leveraging Information Technology and Human resources for enhancing Service firm competitiveness.
vii. Understand the role of operations in managing organizations and creating competitive advantage
EUR 0: Students on a bilateral exchange programme do not have to pay. Freemovers are obliged to pay participation fees while tuition fees only apply to freemovers from countries outside the EU/EEA/Switzerland.