Services marketingLaajuus (5 cr)

Objective

To understand and operationalize the key strategic differences between the marketing of goods vs. services (intangibility, inseparability, perishability and heterogeneity).
To understand and apply key aspects of service quality.
To understand and develop key strategies related to the management of supply and demand in servicesbased businesses.
To strategize with regard to competitive advantage as it relates to services marketing
To apply various services marketing principles and strategies to the context of well-being based service businesses.

Content

Services Marketing will explore the key strategic differences between goods and services (intangibility, inseparability, perishability and heterogeneity), and will focus on key services marketing issues such as service quality, managing supply and demand in a service setting, utilizing services to create and sustain competitive advantage, and various implementation issues related to services strategy. Particular attention will be in services marketing within the context of well-being based service businesses.