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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)B.CLAUS
Intervenant(s)Amanda PRUSKI YAMIM; Bart CLAUS

Pré requis

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

Objectifs du cours

- 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
Independent study
Estimated personal workload8,00  
Group Project8,00  
Independent work
Charge de travail globale de l'étudiant34,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Research
  • Project work
  • Interactive class
  • Case study


Assesment is mainly based on a presentation of a group project and an individual exam.

Type de ContrôleDuréeNombrePondération
Final Exam
Written exam2,00160,00
Continuous assessment
Oral presentation0,30140,00
TOTAL     100,00


  • 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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