Service Marketing and ManagementLaajuus (5 cr)

Objective

    At the end of the study unit, the student will be able to: identify the special features of services from the marketing point of view explain the main elements of a service system and the principles of building a service product analyse the characteristics of service competition plan a service offering describe methods for developing service quality and managing the quality gap formulate a justified plan for service marketing and service brand building in terms of the objectives of an organisation  explain the factors affecting the profitability of services marketing.  

Content

The role of services, service competition, services as products in marketing, service quality management, quality gap analysis, service offering, service strategy, service marketing mix, service brand management, profitability in services marketing, service marketing organisation, development of service culture. 

Assessment criteria, good (3)

The evaluation scale is Excellent (5), Good (4-3), Satisfactory (2-1), Failed (0). Evaluation is based on knowledge, skills and the ability to analyse and innovate.