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Services Marketing

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Organisatorische Informationen Kursbeschreibung
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generalinformation open Allgemeine Angaben

Lehrveranstaltungsnummer:
26825
Kursbezeichnung (Deutsch):
Services Marketing
Kursbezeichnung (Englisch):
Services Marketing
Veranstaltungsart:
BSc Kurs
Semester:
FS 2019
Geplante Lernergebnisse und Kompetenzen (Deutsch):
The objective of this class lies in enabling students to comprehend and apply key marketing management paradigms and tools aiming at establishing profitable and lasting customer relationships by means of designing and delivering effective services to customers. Successful participants of this class should be able to:
  • Acknowledge the critical roles of perceived service quality, experienced customer satisfaction, and customer loyalty.
  • Reflect on the value of a customer.
  • Outline the key properties and managerial implications of a contemporary relationship marketing approach.
  • Analyze the processes, structures, and mechanisms that shape perceived service outcomes.
  • Design efficient andeffective customer services.
  • Implement mechanisms to recover successfully from service failures.
  • Measure the service quality provided by a firm.
  • Implement a management system of service excellence.
Geplante Lernergebnisse und Kompetenzen (Englisch):
The objective of this class lies in enabling students to comprehend and apply key marketing management paradigms and tools aiming at establishing profitable and lasting customer relationships by means of designing and delivering effective services to customers. Successful participants of this class should be able to:
  • Acknowledge the critical roles of perceived service quality, experienced customer satisfaction, and customer loyalty.
  • Reflect on the value of a customer.
  • Outline the key properties and managerial implications of a contemporary relationship marketing approach.
  • Analyze the processes, structures, and mechanisms that shape perceived service outcomes.
  • Design efficient and effective customer services.
  • Implement mechanisms to recover successfully from service failures.
  • Measure the service quality provided by a firm.
  • Implement a management system of service excellence.
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