EM4R5M32

Programme
PGE
Operational and Strategic Marketing
UE
sectoral marketing
Semestre
B
Discipline
Marketing
Volume horaire
27 H
Nombre de places
40
Ouvert aux visitants
Oui
Langue
EN
Responsable
Claire ROEDERER

Liste des intervenants

Intervenant(s) Email Volume horaire CM
Claire ROEDERER claire.roederer@em-strasbourg.eu 15 h
Adrien PITRAT apapitrat@gmail.com 12 h

Contribution pédagogique du cours au programme

LEARNING GOAL 1 : Students will master state-of-the-art knowledge and tools in management fields in general, as well as in areas specific to the specialized field of management.
Students will identify a business organization’s operational and managerial challenges in a complex and evolving environment.
Students will understand state-of-the-art management concepts and tools and use them appropriately.
Students will implement appropriate methodologies to develop appropriate solutions for business issues.
LEARNING GOAL 2 : Students will develop advanced-level managerial skills.
Students will work collaboratively in a team.
Students will participate in a decision-making process in a critical way.
Students will communicate ideas effectively, both orally and in writing, in a business context.
LEARNING GOAL 3 : Students will demonstrate their understanding of practices reflecting ethical, diversity and sustainable development values in business organizations.
Students will identify and analyze issues relating to diversity, ethics and sustainable development in their business context.
LEARNING GOAL 4: Students will study and work effectively in a multicultural and international environment.
Students will demonstrate written and oral competency in two foreign languages.
Students will analyze business organizations and problems in a multicultural and international environment

Descriptif

The world economy is increasingly characterized as a service economy. Put in the most simple terms, services are deeds, processes and performances. Services account for around 67 % of all European employment and 73 per cent of European gross domestic product. Service organizations vary in size. Huge international corporations operate in airlines, banking, insurance, telecommunications or hotels. Locally owned small businesses operate as restaurants, laundries, optometrists, beauty parlors, and numerous business-to-business services... This course objective is to prepare students to become effective managers in services contexts.

Organisation pédagogique

Face-to-face

- Lectures

In group

Aucun élément de cette liste n'a été coché.

Interaction

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Others

Aucun élément de cette liste n'a été coché.

Objectifs pédagogiques

Cognitive domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
  • - (niv. 1) Recognize the profound impact of technology on services.
  • - (niv. 4) Appraise the need for special services marketing concepts and practices.
  • - (niv. 4) Differentiate company-defined service standards and customer-defined service standards.
  • - (niv. 4) Analyze how to translate customer expectations into behaviors and actions that are definable, repeatable and actionnable.
  • - (niv. 6) Evaluate the importance of the Gap models of service quality.

Affective domain

A l'issue du cours, l'étudiant(e) devrait être capable de / d'...
Aucun affective domain n'a pour le moment été associé à ce cours.

Objectifs de développement durable abordés

Aucun objectif de développement durable n'a été coché.

Plan / Sommaire

Session 1: Introduction to services. Do services raise specific marketing issues ? Session 2 : Services as processes: a useful matrix Session 3 : managing services : expanded marketing mix and gap model of service quality session 4 & 5_Ergonomy and digital services session 6 : Is the customer effort score a new metric for services ? session 7&8: Ergonomy tests presentation session 9: Issues in services management

Prérequis nécessaires

Connaissances en / Notions clés à maîtriser

in consumer behavior
marketing basics

Supports pédagogiques

Mandatory tools for the course


- Other : academic articles

Documents in all formats


- Other : academic articles

Moodle platform

- Upload of class documents

Software

Aucun élément de cette liste n'a été coché.

Additional electronic platforms

Aucun élément de cette liste n'a été coché.

Bibliographie recommandée

Ouvrages principaux

1. Rathmell, J. (1966), What is meant by services, Journal of Marketing, October, 32-36 2. Shostack, L. G. (1977), Breaking free from product marketing, Journal of Marketing, April, 73-80. 3. Vargo, S. et Lusch, R.F. (2004), Evolving to a new dominant logic for marketing, Journal of Marketing, 68, 1-17. 4. Shostack, L. G. (1984), Designing services that deliver, Harvard Business Review, January-February, 132-139. 5. Shostack, L. G. (1987), Service positioning through structural change, Journal of Marketing, 51, January, 34-43. 6. Parasumaran, A. , Zeithaml, V.A et Berry, L. (1985), A conceptual model of service quality and its implication for future research, Journal of Marketing, 49, 41-50. 7. Parasumaran, A. (2013), Finding service gaps in the age of e-commerce, Ieseinsight, 17, 30-37 Wilson, A., Zeithaml, V. A., Bitner, M.J. and Grembler, D.D. (2012), Services Marketing : integrating customer focus across the firm, London, The MacGraw-Hill companies.

Littérature complémentaire

Dawar N and Bendle N (2018) Marketing in the age of Alexa, Harvard Business Review, May June, 80-86. Fliess S and Lexutt E (2019) How to be successful with servitization – Guidelines for research and management, Industrial Marketing Management (in press) Kowalkowski C, Heiko Gebauer H, Kamp B and Parry G (2018) Servitization and deservitization: Overview, concepts, and definitions, Industrial Marketing Management.60, 4–10. McCracken H (2017) The Great AI War, Fastcompany.com, 65-73 Mari M and Poggesi S (2013) Servicescape cues and customer behavior: a systematic literature review and research agenda, The Service Industries Journal, 33(2) 171–199.

Travaux de recherche de l'EM : Veillez à mobiliser au moins une ressource

Peuvent être renseignés les manuels coordonnés, les traductions de manuel, les études de cas traduites etc…
Aucun ouvrage n'a été renseigné.

Modalités d'évaluation

Liste des modalités d'évaluation

Evaluation finaleAutre (date, contrôle surprise...) :
Ecrite et orale (10 min) / en groupe / Anglais / pondération : 40 %
Précisions : Students will select a website or an app, to conduct ergonomy tests based on the methods learned in class. Based on the test results they will formulate recommandations for improvement.
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3, LO4.1, LO4.2
Evaluation finaleSemaine d'examens
Ecrite / individuelle / Anglais / pondération : 60 %
Précisions : Services failures are frequent and inevitable. Why? What type of failures can you identify? What is a recovery strategy ? Is the gap model of any use to deal with services failure? Write a minimum 4- maximum 6 pages essay to develop your answers, illustrate with academic articles and managerial examples. (Times roman 12, 1.5 spacing between lines) Provide references of articles used to write your essay
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3
Aucune modalité d'évaluation n'a pour le moment été attribuée à ce cours.