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SERVICES MARKETING

2016-2017

IESEG School of Management ( IÉSEG )

Code Cours :

1617-IÉSEG-M1S1S2-MKT-MA-EI26UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
Master1S1S2English
Professeur(s) responsable(s)N.PAPAROIDAMIS
Intervenant(s)Nicholas PAPAROIDAMIS, Bart CLAUS


Pré requis

Marketing Introduction
Student should have basic knowledge of Marketing 4Ps and segmentation methods

Objectifs du cours

At the end of the course, the student should be able to:
- Understand the unique challenges involved in marketing and managing services.
- Identify differences between marketing in services and manufacturing organizations.
- Identify and analyse the various components of the "services marketing mix" - the original 4Ps plus the physical environment, processes, and people.
- Understand and discuss key issues required in managing customer satisfaction and service quality.
- Appreciate the role of employees (and often customers) in service delivery, customer satisfaction, and service recovery.
- Consider the sources of competitive advantage in service businesses.
- Appreciate other key issues in service businesses such as managing supply and demand, relationship management, and the overlap in marketing/operations/human resource systems.
- Understand how "service" can be a competitive advantage in managing organizations.

Contenu du cours

- Day 1:
The Service and Relationship Imperative
Managing Customer Relationships
The Nature of Services
- Day 2:
Service and Relationship Quality
Quality Management in Services
Customer Satisfaction - Loyalty
- Day 3:
Principles of Service Management
Managing Service Productivity
Managing Marketing of Market-oriented MNGT
Service Recovery
Group presentations of academic articles
- Day 4:
Managing Brand Relationships and Image
Market-oriented Organisation
Managing Internal Marketing
Managing Service Culture
Conclusions/summary: Building Relationships Managing Expectations


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture16,00  
Independent work
Reference manual 's readings4,00  
Research8,00  
Independent study
Estimated personal workload5,00  
Group Project7,00  
Charge de travail globale de l'étudiant40,00  

Méthodes pédagogiques

  • Presentation
  • Research
  • Project work
  • Interactive class


Évaluation

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00180,00
Others
Oral presentation0,50120,00
TOTAL     100,00

Bibliographie

  • Christian Gronroos (2007) “Service Management and Marketing: Customer Management in Service Competition”, Wiley. -




 
* Informations non contractuelles et pouvant être soumises à modification
 
 
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