15 July 2014
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 efforts through marketing, human resources, and operations in gaining sustainable competitive advantage.
The distinctive nature of the services sector comes from their very own intangibility, which impacts their conception, design, communication, delivery, and purchase and consumption. Other characteristics of services like heterogeneity, perishability and simultaneity also increase the complexities of management and require greater integration of the traditionally distinct organizational functions of marketing, human resources and operations. These problems encountered in service businesses need to be articulated and tackled by managers.
Vinita S. Sahay
The objective of the course is to study and learn from best practices in designing, launching and marketing of services in diverse industries such as airlines, hospitality, retail, automotive, financial management consulting, IT, travel & tourism, utilities and higher education, etc. The course aims to provide insights through: 1) Studying “breakthrough” services in order to understand the operations of successful service firms that can be benchmarked for future management practice 2) Developing an understanding of service management thinking
3) Application of concepts of CRM, creating a service culture, customer loyalty and retention, service encounters, service characteristics, value creation, customer involvement, demand and supply management and service recovery 4) Understanding service quality, its measurement and management 5) Service design through marketing research and blueprinting for efficient delivery 6) Developing an awareness of the opportunities for leveraging Information Technology and Human resources for enhancing service firm competitiveness 7) Understanding 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.