Service Management
Niveau
Consolidation
Learning outcomes of the courses/module
Students recognize the challenge of marketing services, which is usually a given due to the intangibility of the service, and are equipped with tools for process analysis (service blueprint, flowcharts, capacity management, quality measurement, integration of new technologies, gap model, etc.), which are indispensable for a successful and sustainable implementation of a customer oriented marketing strategy. Students are also equipped with theories and concepts for the effective and efficient design of service environments and are thus able to understand how a service environment should be designed to generate positive customer reactions and purchase decisions such as consumption, recommendation, satisfaction, loyalty, etc.
Prerequisites for the course
Modul MGL
Course content
This course addresses the challenges faced by companies in creating and providing high quality and highly charged services (medical, legal, educational), as their consumption is usually associated with certain risks. In order to create and offer customer-oriented and excellent services, students learn the practical handling of concepts and methods that are necessary for the development of marketing strategies. The potential for differentiation, standardization of services, improvement of quality and increase of productivity is shown.
Recommended specialist literature
•Bruhn, M., Meffert, H., and Hadwich, K. (2019). Handbuch Dienstleistungsmarketing. Wiesbaden: Springer Gabler.
•Haller, S. (2017). Dienstleistungsmanagement - Grundlagen, Konzepte, Methoden. Wiesbaden: Springer Gabler.
•Zeithaml, V.A., Bitner, M.J., and Gremler, D.D. (2017). Services Marketing: Integrating Customer Focus Across the Firm, NY: McGrawHill.
•Wirtz, J., and Lovelock, Ch. (2016). Services Marketing: People, Technology, Strategy, Singapur: World Scientific Publication.
•Corsten, H., and Gössinger, R. (2015). Dienstleistungsmanagement. Oldenbourg: De Gruyter.
Assessment methods and criteria
Seminar paper
Language
German
Number of ECTS credits awarded
4
Share of e-learning in %
50
Semester hours per week
2.0
Planned teaching and learning method
Integrated course, group work, case studies, discussions, e-learning
Semester/trimester in which the course/module is offered
3
Name of lecturer
Dr. Markus Holzweber
Academic year
Key figure of the course/module
MMT1
Type of course/module
integrated lecture
Type of course
Compulsory
Internship(s)
none