Våren
Kursnamn Master’s level: Service Marketing and Selling
Kursdatum 01.01.2024 - 31.07.2024
Yrkeshögskolan Laurea-ammattikorkeakoulu
Kursens språk Engelska
Studiepoäng 5 SP

Bransch HUBBEN för alla
Lärare Apramey Dube
Email
För öppna YH studenter Nej
Nivå Högre YH

Frågor relaterade till registreringspraxis
Anmälningstid 27.11.2023 - 14.01.2024
Kursförverkligande
Anmälning

Master’s level: Service Marketing and Selling

01.01.2024 - 31.07.2024

Beskrivning

The student is able to

  • explain the evolution of services marketing thought
  • identify the strategic approach in service marketing
  • establish, maintain and develop customer relationships
  • conceptualize and sell services

Never have services played a larger role in business than they do today. In order to grow and attain higher profits, companies and managers require exceptional knowledge and understanding of service marketing. This course focuses on the unique challenges involved in service marketing, selling and managing a service business. The key topics covered are evolution of service marketing, relationship marketing, service quality, internal marketing, service branding and service selling. In addition to service marketing concepts, students will analyze cases of successful service-led businesses in a wide variety of consumer and B2B industries. The key learning goal is to gain a critical understanding of key issues and learn to apply relevant concepts and models to service marketing and selling challenges

The instructor of the course is Apramey Dube, email aprameydube@gmail.com.

Förkunskapskrav

This course is only for the students who make their master’s degree.

Bedömningskriterier

  • Pre-assignment
  • Two assignments between the time in class sessions (1-2 pages each)
  • Final project work (8-10 pages)
  • Evaluation methods and criteria will be discussed in the first contact session.

Arbetsformer och schemaläggning

In this study unit a combination of lectures, group-work, assignments and project work are used. All parts of the study-unit are compulsory. In event of absence from any activity, student has to do compensatory assignment.

Online meetings

  • 27.01.2024 08.30 – 16.00 Online
  • 24.02.2024 08.30 – 16.00 Online
  • 20.04.2024 08.30 – 16.30 Online

Info

The course book is Services Marketing: Integrating Customer Focus Across the Firm by Wilson, Zeithaml, Bither and Gremler, Third European Edition (2016). In addition, there will be a selection of articles to read.