Course 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 Entry Requirements:

-

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

Teaching methods:

Lecture, Discussions.

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

Learning outcomes verification and assessment criteria:

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, Whither Services Marketing?: In Search of a New Paradigm and Fresh Perspectives, Journal of Service Research 7 (1), -, 2004, 20-41.