Services Marketing

About

In business and society, Services make up a significant portion of our global economy, often exceeding 70% of total economic output in many developed countries through the contribution of services to Gross Domestic Product, employment, global trade, product development, and development of new markets and reshaping of existing markets through continuous and radial innovation. The study of Services Marketing provides a deeper understanding of the unique characteristics of services through an exploration of customer service and service quality management, focusing on the tools and techniques that companies and organizations should use to achieve success through effective service management. A thorough understanding of services and their role in global economies will allow students to apply these techniques to a multitude of service-based industries, including Travel and Tourism, Healthcare, Education, Hospitality, Finance, Retail, Consulting, Manufacturing, and many more.

Course leader

Ric Sweeney, Professor of Marketing at the University of Cincinnati’s Carl H Lindner College of Business, USA

Target group

Undergraduate / Graduate students. Young professionals welcome.

Course aim

The main objective of Services Marketing is to help students understand the vital role that services play in our world’s economies and apply various techniques and tools to analyzing services. Upon successfully completing the course, students will be able to:
• Explain the various ways that services differ from physical products.
• Recognize the role that services play in businesses and organizations within our world’s economies
• Describe the Gaps Model of Service Quality and its role in analyzing service quality.
• Understand the importance of utilizing research to better understand customer requirements of service quality and design for local, national, and global service companies and industries.
• Utilize Service Blueprinting to analyze and evaluate service design.
• Apply techniques, tools and models to analyzing services and service quality, and recommend appropriate alternations to improve service.

Fee info

Tuition fees include participation to courses and exams, as well as access to Audencia premises and online resources. Travel, accommodation and living expenses are not included in tuition.