2013/2014
BA-HAS_ASMA Advanced Service Marketing
English Title |
Advanced Service
Marketing |
|
Language |
English |
Exam ECTS |
7.5 ECTS |
Type |
Mandatory |
Level |
Bachelor |
Duration |
One Quarter |
Course period |
Third Quarter |
Time Table |
Please see course schedule at e-Campus |
Study board |
Study Board for BSc in Service
Management
|
Course
coordinator |
- Jesper Clement - Department of Marketing
(Marketing)
|
Main academic
disciplines |
|
Last updated on
09-08-2013
|
Learning objectives |
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 and potentials
- Select appropriate marketing tools to work towards solutions
solve to the key marketing problems
- Demonstrate the ability to understand how the firm creates
value for its customers by applying relevant models and
theories
- Identify key relationships and use theories of Customer
Relationship Marketing in order to optimize the firm’s marketing
efforts
- Demonstrate a knowledge of new media communication and
utilizing social media possibilities
|
Course prerequisites |
English language skills equal to B2
level (CEFR) and math skills equal to Danish level B are
recommended. |
Examination |
Advanced
Service Marketing:
|
Examination form |
Oral exam based on written product
In order to participate in the oral exam, the written product
must be handed in before the oral exam; by the set deadline. The
grade is based on an overall assessment of the written product and
the individual oral performance. |
Individual or group exam |
Group exam, max. 3 students in the
group |
|
The group size should be max. 2 - 3
students. |
Size of written product |
Max. 10 pages |
|
The project can be max. 10 standard pages in
length. |
Assignment type |
Project |
Duration |
Written product to be submitted on specified date and
time.
20 min. per student, including examiners' discussion of grade,
and informing plus explaining the grade |
Grading scale |
7-step scale |
Examiner(s) |
Internal examiner and external examiner |
Exam period |
Spring Term |
Make-up exam/re-exam |
Another examination form
Make-up examinations are given as an
individual oral exam based on the group project.
Re-take examinations are given as an individual oral exam based on
the group project handed in for the regular examination, as well as
a supplementary piece, max. 5 standard pages in
length.
|
Description of the exam
procedure
The final exam is a 72-hour group
project.
The groups decide their own case company within certain
limitations. The project involves mandatory questions to be
answered. The project will be followed by an individual, 20 minutes
oral exam, which takes its point of departure in the group project
and obvious 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.
|
|
Course content and
structure |
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 segmentation,
targeting, and positioning are discussed in relation to specific
industries. Likewise issues of market potentials and marketing
effectiveness are discussed. The role and value of
relationships is explored and the concept of Customer Relationship
Marketing 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 organizations.
|
Teaching methods |
The course is built up around a
series of lectures where in-class participation and presentations
are 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 maximize value creation for the service
organization
Lecture plans, cases and question for preparation will be posted on
the Learn. |
Student workload |
Classes |
30 hours |
Preparation for class incl. preparation of cases |
122 hours |
Group Projects(exam) |
35 hours |
Preparation for examination |
20 hours |
|
Expected literature |
- Teboul, J. Service is Front Stage, Insead
Business Pree, Palgrave Macmillan, 2006. Free download
at: www.scribd.com
- Gummesson, E. Total Relationship Marketing, Marketing
management, relationship strategy, CRM, and a new dominant logic
for value- creting network economy - Butterworth-Heinemann, Third
Edition 2008
- Lecinski, J. 2011. Winning the Zero Moments of Truth. Free
download at
http://www.zeromomentoftruth.com/toolbox/category/ag1zfmdvb2dsZS16bW90chgLEhBSZXNvdXJjZUNhdGVnb3J5GJHLAQw
Please note, changes may occur. The teacher will upload
the final reading list to LEARN two weeks before the course
starts.
|
Last updated on
09-08-2013