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| MARK0762-3 | Marketing Services
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| Duration : | 24h Th |
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| Credits/ECTS : |
| Master in Management Sciences, in-depth approach, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, didactic approach, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus in Entrepreneurship, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences, professional Focus, 1st year | | Deuxième quadrimestre | | 4 |
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| Master en sciences de gestion, à finalité spécialisée en management, 1st year | | Deuxième quadrimestre | | 4 |
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| Master in Management Sciences (Full english) | | Deuxième quadrimestre | | 4 |
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| Holder(s) : | Allard Van Riel |
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| Language : | Langue anglaise |
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| Course contents : | In modern economies, up to 90% of the GNP is generated by services. Many production firms generate competitive advantage by the differentiation that their services create. Most marketing theories relate, however, to tangible products. Understanding the specifics of services marketing is therefore one of the key needs of all marketing and innovation managers. The importance of developing a good understanding of services marketing techniques and models can hardly be underestimated. Decision-making in key areas, such as innovation strategy, marketing planning and marketing strategy must be based on this understanding. |
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| Course objective : | After taking this course the students will have a full understanding of the role of services in the economy, classic and current theories regarding service quality, and services marketing, as well as models and techniques in managerial decision-making. |
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| Prerequisites : | To take advantage of this course, students should have taken at least one of the following courses:
* Principles of Marketing
* Marketing Management
* Strategic Marketing
* Consumer Behavior |
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| Organization : | The course consists of 12 two-hour sessions. During these sessions a mix of pedagogical tools will be used:
· Plenary theory lectures
· Plenary guest lectures
· Student presentations
Outside the sessions students are required to prepare for the meetings by searching and studying relevant literature. |
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| Written notes : | The course is based on the following textbook:
Services Marketing: Integrating Customer Focus across the Firm, Alan Wilson, Valarie Zeithaml, Mary Jo Bitner, Dwayne Gremler, 2008, McGraw-Hill. ISBN: 0077107950.
Lecture slides will be made available through Lol@.
A range of articles, available through Ebsco, will be used during the course. |
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| Assessment : | Students participating in this course will submit and present an article based on a topic of the course. This paper will determine 25 % of the final grade.
A written exam will also be part of the assessment. The grade will determine 75 % of the final grade. |
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| Contacts : | Teaching Staff:
Prof. Dr. Allard Van Riel
Email: a.vanriel@ulg.ac.be
Teaching Assistant:
Mrs Zaineb LAZREQ BENNIS
Email: zlazreq@ulg.ac.be |
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