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2010/2011  BA-ASMA  Advanced Service Marketing

English Title
Advanced Service Marketing

Kursusinformation

Sprog Engelsk
Point 7,5 ECTS (225 SAT)
Type Obligatorisk
Niveau Bachelor
Varighed Et quarter
Placering Første quarter
Tidspunkt Se skemaet på e-Campus
Studienævn
Studienævnet for BSc in Service Management
Kursusansvarlig
  • Jesper Clement - Institut for Afsætningsøkonomi
Fagområde/Category
  • Markedsføring/Marketing
Sidst opdateret den 29 maj 2012
Læringsmål
At the end of this course, the students should be able to:
  • Demonstrate a knowledge and understanding of the central models, concepts and theories presented through the course
  • Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application
  • Systematically analyse the marketing situation and identify key marketing problems
  • Select appropriate marketing tools to work towards solutions to the key marketing problems
  • Demonstrate the ability to understand how the firm creates value for its customers by applying an in-depth understanding of customer motivation and behaviour
  • Identify key relationships and use theories of Customer Relationship Management (CRM) to identify key characteristics of these relationships in order to optimise the firm’s marketing efforts
  • Synthesise new solutions through the critical application of existing models and market knowledge to real life service marketing problems
Forudsætninger
Students not enrolled in BSc in Business Administration & Service Management must document a level in English equal to TOEFL 575, and A level in mathematics equal to Danish level B
Eksamen
Advanced Service Marketing
Vurdering Mundtlig stedprøve
Karakterskala 7-trins skala
Censur Censor
Eksamensperiode Oktober
Varighed 72 timer
The final exam is a 72-hour group project. The project can be maximum 10 pages in length and the group size should be 2 - 3 students. The groups decide their own problem statement for the project; the problem statement must be approved by the lecturer at least 2 weeks before hand-in. The project will be followed by an individual, 20 minutes oral exam, which takes its point of departure in the group project, but also natural relations to theory and models from syllabus. The individual assessment is based on a combined evaluation of the written group project and the individual oral exam.
Eksamination
Forudsætninger for indstilling til eksamen
Kursets indhold, forløb og pædagogik

This course builds from the introductory course in Service Marketing and explores issues in the application of service marketing theory to the delivery of services in practice. Focus is particularly on service marketing in the arts, entertainment and tourist industries. Marketing parameters are presented and discussed in relation to practical problems that service industries have to solve on a daily basis. Subjects such as marketing research, segmentation and targeting are discussed in relation to specific industries. The role and value of relationships is explored and the concept of Customer Relationship Management (CRM) is introduced. Cases and in-class discussions allow the students to develop an understanding of the value of service marketing to increase awareness and positioning and ultimately create profit for service organisations.

Undervisningsformer
The course is built up around a series of lectures where in-class participation is a “must”. Student dialogue is encouraged through cases, in-class discussion and presentations. Where applicable guests from service organisations and professional bureaus will inform the class of the challenges of implementing marketing strategies in practice in order to maximise value creation for the service organisation
Lecture plans, cases and question for preparation will be posted on the Sitescape.
Litteratur

- Evert Gummesson, “Total Relationship Marketing”, Second edition, Butterworth-Heinemann, 2002
- Supplementary readings, cases and assignments are to be fund on SiteScape + Syllabus

Please note, changes may occur. The teacher will upload the final reading list to sitescape/learn two weeks before the course starts.