|Course Code :||2103TEWMKT|
|Semester:||Semester: 2nd semester|
|Sequentiality:||The student must have obtained a credit for the following courses:|
- 'Marketingbeleid' of 'Marketing Management'
- 'Consumer Behaviour'
|Study load (hours):||84|
|Contract restrictions: ||No contract restriction|
|Language of instruction :||English|
|Exam period:||exam in the 2nd semester|
At the start of this course the student should have acquired the following competences:
- Competences corresponding the final attainment level of secondary school
An active knowlegde of :
course requires a high level of English comprehension (oral and written) and
expression capabilities (oral and written). To give an indication of complexity
and speed, you should be able to understand and communicate at levels similar
to business related TV programs on CNN, BBC, or Bloomberg.
- General knowledge of the use of a PC and the Internet
General notion of the basic concepts of:
Basic knowledge of marketing.
Specific prerequisites for this course:
competencies of secondary school and bachelor level are assumed. For example,
you should be capable of performing simple algebraic calculations, able to read
large amounts of text efficiently, capable to express your thoughts, opinions,
analyses, recommendations in a logical and structured way.
2. Learning outcomes
Students will gain insight into the particular nature of services marketing and the principal implications of marketing policy from an external (i.e. consumer behavior) as well as an internal (i.e. employer behavior) perspective.
These insights will be gathered through (1) an in-depth analysis and integration of literature, and (2) discussions of real-life problems within services management via case studies and assignments.
3. Course contents
Following topics will be covered:
- Foundations of services marketing
- Understanding customer requirements
- Delivering and performing service
- Managing service promises
- Service and the bottom line
- Current marketing issues
4. Teaching method
Class contact teaching: Lectures
Personal work: Assignments:In group
5. Assessment method and criteria
Examination: Oral with written preparationClosed book
Written assignment: With oral presentation
6. Study material
Slides, notes, case studies, articles, additional reading material.
All referenced or distributed via Blackboard.
Course text book:
Wilson, A., Zeithaml, V.A., Bitner, M. J., Gremler, D.D. (2012). Services Marketing: Integrating customer focus across the firm. McGraw-Hill. (2nd edition)
The following study material can be studied on a voluntary basis:
As referenced or distributed via Blackboard.
7. Contact information
Faculty of Applied
+32 (0) 471 343 293
Office hours: By appointment only. Please contact me via email.
(+)last update: 10/02/2013 22:56 thorsten.strauss