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Tantárgy adatlap

Services Marketing

Tantárgy adatlap letöltése: Letöltés

A tantárgy kódja: 293NMARV523B
A tantárgy megnevezése (magyarul): Services Marketing
A tantárgy neve (angolul): Services Marketing
A tanóra száma (Előadás + szeminárium + gyakorlat + egyéb): lecture+seminar
Kreditérték: 6
A tantárgy meghirdetésének gyakorisága: spring semester
Az oktatás nyelve: english
Előtanulmányi kötelezettségek: 
A tantárgy típusa: elective
Tantárgyfelelős tanszék: Angol Nyelvű Oktatási Központ (ISP) Tanszék
A tantárgyfelelős neve: Dr. Kolos Krisztina Ágnes

A tantárgy szakmai tartalma: The objective of this course is to highlight the special features of services and to give an overview of the marketing management problems that service firms have to face. The course is designed for advanced business students and requires basic marketing knowledge.

The service sector of the world economy is huge and still growing. Many services have always been present to some degree, but the complexity and diversity of services have increased dramatically over the past 50 years. In economic terms, the service sector now accounts for about 58% of gross national product of the world, while in 1980 it was only 20 %. All of the developed economies now have large service sectors and many service firms operate internationally.

Évközi tanulmányi követelmények: The course includes lectures, individual preparation, team work and short case discussions. The lectures may highlight and discuss some important concepts from the text. It will be generally useful to read the chapters before coming to the class


There are two assignments in the course. The first is an individual assignment and the second one will be done in a team. The two assignments are described in detail below:

Assignment 1: Service Encounter Journal
The purpose of this assignment is for you to understand and evaluate service encounters from your perspective as a customer. We all have a number of such encounters each week, including (but not limited to) restaurants, banks, airlines, dry cleaners, doctors, dentists, libraries, travel agencies, phone companies, auto mechanics, and copy centers. During the semester, you are to keep a "journal" of your service encounter experiences. The purpose of this journal is to identify sources of customer satisfaction and dissatisfaction with services.

Journal Entries. You will complete 10 journal entry forms. You can download the form from Moodle. Each entry will correspond to one service encounter. Your journal should be typed. Be sure to completely answer the questions on the journal entry form. Try to record an assortment of encounters from a variety of service industries as well as some that you found satisfying and some that were very dissatisfying. The best way to complete your journal is to fill out a form immediately following a particular incident. Try to write up one service encounter per week, beginning right away, because we will be discussing them in class.

The journal will focus on the following questions:
Name of Firm: Type of Service (industry):
Date of Encounter: Time of Encounter:
How did the encounter take place (e.g., in person, by phone, via a self-service technology)?
What specific circumstances led to this encounter?
Exactly what did the firm/employee say or do?
How would you rate your level of satisfaction with this encounter? (Circle the most appropriate number).
1 2 3 4 5 6 7 Extremely dissatisfied – Extremely satisfied
What exactly made you feel this way?
What could the employee/firm have done to increase your level of satisfaction with the encounter? What improvements need to be made to this service system?
How likely is it that you will go back to this service firm?
1 2 3 4 5 6 7 (Extremely unikely, Extremely likely)

Summary at the end of the journal:
What did you learn about yourself as a consumer from this journal?
Based on your journal list the three most important success factors for service firms.

Deadline: 02.05.2014, the journal should be uploaded to Moodle

Assignment 2 Service Redesign Group Project
This group assignment gives you the opportunity to redesign an existing service based on your newly acquired services marketing expertise and put together the marketing plans to make the redesign changes.

The project should include the following:
-You should describe which market segment(s) you want to target and how you want your service to be positioned relative to the competition. You should provide justification for why this service idea would be valued by your target and why your service will be able to serve the needs of this group better than competitors. This may require doing primary (observation and in depth interviews with consumers) or secondary research.
-The key components of your service and all of your tactic decisions (the 7 Ps) should then be based on the above marketing strategy.
-In your plans, be sure to include a thorough description of the service and how it will work. In order to fully describe the processes involved, you should illustrate the service you have redesigned by developing a blueprint.
Your report should be typed and be of 10 pages. You may put the blueprint in an appendix as well as any other related materials that help support

Your are asked to select a service company the second week of the course:

Vizsgakövetelmény: Midterm and final exam, 4-5 essay type questions

Az értékelés módszere: Midterm exam 25 points
Final exam 25 points
Class participation 10 points
Assignment1 15 points
Assignment2 25 points
(15 points for the paper, 10 points for the presentation)
Total: 100 points

Tananyag leírása: The course will highlight the fundamental differences between goods and services focusing on the managerial implications. An overview will be provided on service operations including service related issues on innovation, communication, pricing, physical environment and managing people. A strong emphasis is placed on e-business applications.

Órarendi beosztás: Week 1
An Introduction to Services:the Extended Marketing Mix for Services Ch.1
Week 2
Consumer Behavior in a Services Context Ch.2
Week 3
Positioning Services, Researching Service Markets Ch.3
Week 4
Developing Service Products, the Flower of Services, Branding Service products Ch.4
Week 5
Service Communications and Distribution Ch. 5 and 7
Week 6
Setting Prices, Revenue Management Ch.6
Week 7
Midterm exam
Week 8
Designing Service Processes Ch.8
Week 9
The Service Environment Ch10
Week 10
Managing Demand and Service Employees Ch.9 and 11
Week 11
Customer Satisfaction and Service Quality Ch.14
Week 12
Building loyalty Ch.12
Week 13
Complaint Handling and Service Recovery Ch.13
Week 14
International Services Marketing
Service leadership Ch.15
Week 15 Final exam

Kompetencia leírása: After completing the course, students will be able to
• understand the driving forces behind the increasing demand for services marketing knowledge
• understand the keys to operating a successful service firm
• describe the special considerations of consumer behavior in services
• appreciate the importance of customer satisfaction and service quality and apply the different measurement models
• understand the importance of the firm’s culture and human resources in successful service operations

Félévközi ellenőrzések: midterm exam
service encounter journal

A hallgató egyéni munkával megoldandó feladatai: exams, service encounter journal class participation

Szak neve: 

Kötelező irodalom:

  • Christopher Lovelock and Jochen Wirtz (2011) Services Marketing, Global Edition, Pearson

Ajánlott irodalom:

  • .D.Hoffman-J.E.G. Bateson (2006): Services Marketing, Concepts, Strategies&Cases, Thomson South-Western
  • Articles:
  • Bitner, M.J., Booms, B.H., Tetreault, M.S. (1990) The Service Encounter: Diagnosing Favorable and Unfavorable Incidents, Journal of Marketing, Vol. 54, p. 71-84.
  • Bitner, M.J. (1992) Servicescapes, The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing, Vol.56, April, p.57-71
  • John, J., Grove S.J., Fisk R.P. (2002) Improvisation in Service Performance: Lessons from Jazz, Managing Service Quality, Vol. 16, No.3, pp-247-268
  • Lovelock, C.H. (1983) Classifying Services to Gain Strategic Marketing Insights. Journal of Marketing, 47 (Summer) p.9-20.
  • Lovelock, C., Gummeson, E. (2004) Whither Services Marketing? In search of a new paradigm and fresh perspectives. Journal of Services Research, vol.7, N.1. p.20-41.
  • Meuter, M.L., Ostrom, A.L., Roundtree, R.I., Bitner, M.J. (2000) Self-Service Technologies: Understanding Customer Satisfaction with Technology-Based Service Encounters, Journal of Marketing, Vol.64, July, p.50-64
  • Parasuraman, A., Zeithaml V.A., Malhotra, A. (2005) E-S-Qual: A Multiple –Item Scale for Assessing Electronic Service Quality, Journal of Service Research, 7,3, p.213-233
  • Williams, J.A., Anderson, H.H. (2005) Engaging Customers in Service Creation: A Theater Perspective, The Journal of Services Marketing, 19,1,p. 13-23.
  • Zeithaml,V.A., Rust, R.T., Lemon, K.N. (2001) The Customer Pyramid: Creating and Serving Profitable Customers, California Management Review, Vol. 43, N.4, Summer, p.118-142.
Ajánlott irodalmak:
Kötelező irodalmak:

A tantárgy oktatói:

Utolsó módosítás: 2014-10-15 09:50:54


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