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2010/2011 KAN-SSEM_SMEIM Service Marketing with aspects of Events and Innovation Management
| English Title | |
| Service Marketing with aspects of Events and Innovation Management |
Course Information | |
| Language | English |
| Point | 7,5 ECTS (225 SAT) |
| Type | Mandatory |
| Level | Full Degree Master |
| Duration | One Quarter |
| Course Period |
Third Quarter
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| Time Table | Please see course schedule at e-Campus |
| Study Board |
Study Board for MSc of Social Science |
| Course Coordinator | |
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| Main Category of the Course | |
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| Last updated on 29 maj 2012 | |
| Learning Objectives | |||||||||
The student must demonstrate the following
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| Examination | |||||||||
| Oral exam based on mini-project | |||||||||
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| Examination | |||||||||
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The evaluation of this course consists of an individual oral exam (20 minutes per student including votation) based on a mini- project. The mini-project must be written in groups of 2-3 students (max. 15 pages) or individually (max. 10 pages). The oral exam is based on the mini-project and the course curriculum. If a student is ill during the regular oral exam, he/she will be able to re-use the mini-project at the make-up exam. If a student is ill during the writing of the mini-project and did not contribute to the mini-project, the make-up exam can be written individually or in groups (provided that other students are taking the make-up/re-exam). If the student did not pass the regular exam, he/she must make a new revised mini-project (confer advice from the examiner) and hand it in on a new deadline specified by the secretariat. | |||||||||
| Prerequisites for Attending the Exam | |||||||||
| Course Content | |||||||||
The course aims to give a critical examination of the relevant models and methods in service marketing to help identify the market needs. It provides an introduction to innovation theory and user driven innovation methods with their application to service corporations by use of consumer behaviour. Students will learn how to evaluate the marketing tools and practices of existing service organisations. The course focuses on creative marketing skills and abilities. It also includes main elements of event marketing and innovative dimensions of marketing. Students are expected to apply the theories and models of service marketing to design, develop and present a marketing plan, the architecture for a meeting or an event or a new product or experience for a service corporation. Through its learning activities and assessment the course enhances the generic competences of working in teams, ability to coordinate activities and manage time efficiently, creativity and ability to present business products to new audiences. | |||||||||
| Teaching Methods | |||||||||
| Lectures, case analyses etc. | |||||||||
| Literature | |||||||||
Textbook: Services Marketing: Integrating Customer Focus Across the Firm, First European Edition, by Alan Wilson, Valarie A. Zeithami, Mary Jo Bitner, Dwayne D.Gremler. Evolving to a New Dominant Logic for Marketing, Journal of Marketing,Vol. 68(January), 2004, 1-17. Are All Smiles Created Equal?How Emotional Contagion and Emotional Labor Affect Service Relationships, Journal of Marketing, 70, July 2006, 58-73, Hennig-Thurau, Markus Groth, Michael Paul, and Dwayne D.Gremler. The Top 10 Reasons You Don't Understand Your Customers, Harvard Management Update May 2008, Fred Reichheld. Internal Benefits of Service-Worker Customer Orientation:Job Satisfaction,Commitment, and Organizational Citizenship Behaviors, Journal of Marketing Vol.68(January 2004),128-146 D.Todd Donavan, Tom J.Brown, & John C. Mowen. The Advertising of Services:Meeting the Challenge of Intangibility, Journal of Service Research 1999 2:98-116 Banwari Mittal Manage Your Human Sigma,Harvard Business Review Journal July-August,John H.Fleming,Curt Coffman, and James K.Hartner. | |||||||||