Course MK 221 · Year II · Summer 2019-2020

SERVICES MARKETING

Compulsory course in Marketing, taught by Carmen Paștiu.

This course page is from 2019-2020 and is archived.
See this course for the current academic year

Overview

Lecturer
Carmen Paștiu
Seminar tutor
Carmen Paștiu
Type of course
Compulsory
Language of instruction
Romanian
Erasmus language
English
Domain
Marketing
Field of study
Marketing
Form of education
Full-time
Form of instruction
Class
Credit awarded by
Grade
Teaching methods
Lecture, Discussions.
Entry requirements
-

Aims

The main objective of the course is to familiarize students with concepts of external marketing, internal marketing, interactive marketing services firm, etc.

The course focuses also on clarifying the content services market and especially the service consumer behavior.

Knowledge, understanding concepts, theories and methods of marketing basic services and area of specialization; their appropriate use in professional communication marketing

Use the knowledge base for explanation and interpretation of various types of concepts, situations, processes, projects, etc. domain associated services marketing

Applying the basic principles and methods for solving problems / situations well defined conditions typical domain expert assistance

Course contents

1. Introduction to services marketing 2. Marketing environment of the service company 3. Specificity marketing services 4. Particularities of quality in services 5. Market of the service company 6. Marketing policies in services 7. Product policy 8. Distribution policy 9. Price policy 10. Communication policy 11. Financial banking marketing 12. Marketing in transport 13. Personnel management in services

Learning outcomes

According to the requirements of the labor market, the course will provide students the opportunities and skills to do a comparison between products and services; Use of basic knowledge for explaining and interpreting concepts, situations, processes, associated with the field of services marketing; to analyze the elements of the marketing mix in services

Assessment

Written test examination - 60%, Verification during the semester (project) - 40%.

Recommended reading

• Anderson, Eugene W., Claes Fornell, and Roland T. Rust. "Customer satisfaction, productivity, and profitability: Differences between goods and services." Marketing science 16.2 (1997): 129-145.
• Loveman, Gary W. "Employee satisfaction, customer loyalty, and financial performance an empirical examination of the service profit chain in retail banking." Journal of Service Research 1.1 (1998): 18-31.
• Lovelock, C., Gummesson, E. 2004. Whither Services Marketing?: In Search of a New Paradigm and Fresh Perspectives. Journal of Service Research 7 (1) 20-41