|Module / ECTS / Path / Specialisation||Module :sectoral marketing : 10 ECTS.|
|Discipline||Sales and Marketing|
|Open for visitors||yes (5 ECTS)|
|Working language :||English|
|Volume of contact hours :||27 h|
|Workload to be expected by the student :||108 h|
Track : Attendance
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.
- Recognize the profound impact of technology on services.
- Appraise the need for special services marketing concepts and practices.
- Differentiate company-defined service standards and customer-defined service standards.
- Analyze how to translate customer expectations into behaviors and actions that are definable, repeatable and actionnable.
- Evaluate the importance of the Gap models of service quality.
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
in consumer behavior
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.
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.
Such behaviors as...
... may lead to expulsion from classes.