Services Marketing and Management
EM4R5M32
Semestre
A
Discipline
Marketing
Volume horaire
27 H
Nombre de places
45
Ouvert aux visitants
Oui
Langue
Responsable
Claire ROEDERER
Liste des intervenants
| Intervenant(s) | Volume horaire CM | |
|---|---|---|
| Claire ROEDERER | claire.roederer@em-strasbourg.eu | 27 h |
Contribution pédagogique du cours au programme
Aucune contribution pédagogique associé à ce cours pour ce programme.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
- LecturesIn group
Aucun élément de cette liste n'a été coché.Interaction
Aucun élément de cette liste n'a été coché.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 : Servicescapes, services as processes & visualization tools Session 3 : managing services : expanded marketing mix session 4 : the gap model session 5 : Human factor in service session 6: services failures and recovery strategies session 7-8-9 : Academic articles presentationsPrérequis nécessaires
Connaissances en / Notions clés à maîtriser
in consumer behaviormarketing basics
Supports pédagogiques
Mandatory tools for the course
- Other :
Documents in all formats
- Other :
Moodle platform
- Upload of class documentsSoftware
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 intermédiaire / contrôle continu 1Séance n° 7, 8, 9
Ecrite et orale (30 min) / en groupe / Anglais / pondération : 20 %
Précisions : In group of 3, students will present an academic article to the class. The article will be assigned by the teacher. The presentation will cover the context of the research, the research question, the theoretical backgroup, the research design, and its main results. Presentations must insist on the managerial take aways from the article. The article will be presented in a critical manner (assessing the interest of the article, its research protocol and the managerial relevance of its results). A power point of minimum 15 maximum 20 slides will be prepared. The content of all students presentations will be part of a final individual evaluation.
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3, LO4.1, LO4.2
Ecrite et orale (30 min) / en groupe / Anglais / pondération : 20 %
Précisions : In group of 3, students will present an academic article to the class. The article will be assigned by the teacher. The presentation will cover the context of the research, the research question, the theoretical backgroup, the research design, and its main results. Presentations must insist on the managerial take aways from the article. The article will be presented in a critical manner (assessing the interest of the article, its research protocol and the managerial relevance of its results). A power point of minimum 15 maximum 20 slides will be prepared. The content of all students presentations will be part of a final individual evaluation.
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3, LO4.1, LO4.2
Evaluation intermédiaire / contrôle continu 2Séance n° 7-8-9
Ecrite et orale (30 min) / en groupe / Anglais / pondération : 30 %
Précisions : in groups of 3 students, elaborate a case study on a service marketing issue. You will work on EM Strasbourg Business School as a service organization, for easier access to data and observation. You are expected to present the organization and to identify a specific service marketing issue, of your choice based on qualitative or quantitative analysis that you will provide (problem formulation). You will then analyse the problem to offer recommendations for improvement. The case should have a minimum of 4 pages up to 10 pages (Time roman 12. interval between lignes 1.5) including appendices. The case resolution can be presented in the form of a Power point presentation. The idea is to show that you know and are able to mobilize concpets, frameworks (for instance the gap model, the molecular model...) studied in class and apply them in a relavant way to a real life service situation. To gather data, you can collect information using observation, interviews, questionnaires...the service problem that you will work on can address any aspect of EM Strasbourg as a servuction in its physical an/or digital expressions.
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3, LO3.1, LO4.1, LO4.2
Ecrite et orale (30 min) / en groupe / Anglais / pondération : 30 %
Précisions : in groups of 3 students, elaborate a case study on a service marketing issue. You will work on EM Strasbourg Business School as a service organization, for easier access to data and observation. You are expected to present the organization and to identify a specific service marketing issue, of your choice based on qualitative or quantitative analysis that you will provide (problem formulation). You will then analyse the problem to offer recommendations for improvement. The case should have a minimum of 4 pages up to 10 pages (Time roman 12. interval between lignes 1.5) including appendices. The case resolution can be presented in the form of a Power point presentation. The idea is to show that you know and are able to mobilize concpets, frameworks (for instance the gap model, the molecular model...) studied in class and apply them in a relavant way to a real life service situation. To gather data, you can collect information using observation, interviews, questionnaires...the service problem that you will work on can address any aspect of EM Strasbourg as a servuction in its physical an/or digital expressions.
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3, LO3.1, LO4.1, LO4.2
Evaluation finaleSemaine d'examens
Ecrite (60 min) / individuelle / Anglais / pondération : 50 %
Précisions : A final individual exam with a mix of questions covering the content of the course.
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO4.1, LO4.2
Ecrite (60 min) / individuelle / Anglais / pondération : 50 %
Précisions : A final individual exam with a mix of questions covering the content of the course.
Cette évaluation sert à mesurer LO1.1, LO1.2, LO1.3, LO4.1, LO4.2