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Veranstaltungsdetails

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Organisatorische Informationen Kursbeschreibung
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eventdetails open Kursbeschreibung

Sprache:
Englisch
ECTS-Credits:
3.0
Art der Prüfung (Deutsch):
Final exam 70%
Case studies and student presentations 30%
Art der Prüfung (Englisch):
Final exam 70%
Case studies and student presentations 30%
Kursinhalt (Deutsch):
Introduction to services marketing
  • Definition of services and their characteristics
  • Importance of services and service industries
  • Specialties of services marketing

Managing customer relationships

  • Relationship vs. transactional marketing
  • Service attributes, expectations and experiences
  • Customer satisfaction, delight and loyalty
  • Customer value

Service design

  • Service Design Thinking
  • Service environments
  • Blueprinting

Service delivery

  • Service profit chain
  • Service orientation
  • Service culture
  • Emotional labor

Service outcomes and implementation

  • Service quality
  • Complaint handling and service recovery
  • Service excellence


The course is limited to 42 participants!

Kursinhalt (Englisch):
Introduction to services marketing
  • Definition of services and their characteristics
  • Importance of services and service industries
  • Specialties of services marketing

Managing customer relationships

  • Relationship vs. transactional marketing
  • Service attributes, expectations and experiences
  • Customer satisfaction, delight and loyalty
  • Customer value

Service design

  • Service Design Thinking
  • Service environments
  • Blueprinting

Service delivery

  • Service profit chain
  • Service orientation
  • Service culture
  • Emotional labor

Service outcomes and implementation

  • Service quality
  • Complaint handling and service recovery
  • Service excellence


The course is limited to 42 participants!

Literatur (Deutsch):
Essential reading:

Jochen Wirtz and Christopher H. Lovelock (2018). Essentials of Services Marketing, 3rd edition, Pearson.

Additional literature:

Jochen Wirtz and Christopher H. Lovelock (2016). Services Marketing: People, Technology, Strategy, 8th edition, World Scientific.

3 Case Studies (tba)

Literatur (Englisch):
Essential reading:

Jochen Wirtz and Christopher H. Lovelock (2018). Essentials of Services Marketing, 3rd edition, Pearson.

Additional literature:

Jochen Wirtz and Christopher H. Lovelock (2016). Services Marketing: People, Technology, Strategy, 8th edition, World Scientific.

3 Case Studies (tba)

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GesamtworkloadZusammensetzung open Gesamtworkload und seine Zusammensetzung:

Gesamtworkload (in h):
90
Selbststudium (in h):
70
Kontaktzeit (in h):
18
Prüfung (in h):
1,5
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