Services Marketing and Management

Durée

30h Th

Nombre de crédits

Enseignant

Cécile Delcourt

Langue(s) de l'unité d'enseignement

Langue anglaise

Organisation et évaluation

Enseignement au premier quadrimestre, examen en janvier

Unités d'enseignement prérequises et corequises

Les unités prérequises ou corequises sont présentées au sein de chaque programme

Contenus de l'unité d'enseignement

Services dominate western economies. In many countries the majority of the workforce is employed in services jobs, and the projected growth for the next decades is overwhelmingly dominated by services. Therefore it seems imperative to study the marketing of services. The specific problems of marketing of organizations that provide services form the central focus of this course.
- Foundations for services marketing and management - Understanding customer requirements - Aligning service design and standards - Delivering and performing services - Managing service promises

Acquis d'apprentissage (objectifs d'apprentissage) de l'unité d'enseignement

Explain what services are and identify important trends in services
Explain the need for special services marketing concepts and practices and why the need has developed and is accelerating
Explore the profound impact of technology on service
Outline the basic differences between goods and services and the resulting challenges and opportunities for service businesses
Introduce the expanded marketing mix for services and the philosophy of customer focus, as powerful frameworks and themes that are fundamental to the rest of the text
Introduce the servuction system model and the concept of the services triangle
This course contributes to the following Intended Learning Outcomes :
 
ILO-2 : Gaining the knowledge and understanding of one of the proposed fields of concentration or to gain deep knowledge in the field of the management being already specialized through a first University Master Degree.
ILO-4 : To acquire the capacity to research autonomously and methodically the information needed to solve a complex, transversal management problem.
ILO-5 : Integrate autonomously researched information, tools, knowledge and context to build and propose, either individually or as part of a team, original, creative and viable solutions to concrete complex management problems, whether real or simulated, taking into account, when necessary, the human, social and legal context.
ILO-7 : Being capable of professional team work.
ILO-9 : Developing a critical sense (arguing).
ILO-10 : Developing a transversal, global vision. 
ILO-11 : Creative conception of solutions.
ILO-12 : Professional capacity for oral communication.
ILO-13 : Professional capacity for written communication. 

Savoirs et compétences prérequis

Principles of Marketing/Introduction to Marketing

Activités d'apprentissage prévues et méthodes d'enseignement

Business cases Conferences by service managers           
Students' presentations Group work on the field Visit of point of sales

Mode d'enseignement (présentiel ; enseignement à distance)

10 face-to-face sessions of 3 hours each

Lectures recommandées ou obligatoires et notes de cours

Required textbook: Wilson, Zeithaml, Bitner, Gremler (2012), Services Marketing: Integrating Customer Focus Across the Firm, 2nd edition, McGrawHill
OR
Wilson, Zeithaml, Bitner, Gremler (2016), Services Marketing: Integrating Customer Focus Across the Firm, 3rd edition, McGrawHill
+ a collection of ad hoc scientific articles published in top-tier journals in services.

Modalités d'évaluation et critères

• Group work: 40%
• Final written examination: 60%
• Bonus for active and constructive participation

Stage(s)

Remarques organisationnelles

Full English All ad hoc documents will be available on Lola

Contacts

Cécile DELCOURT, Ph.D.
Cecile.Delcourt@ulg.ac.be