| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Vorlesung |
| Code |
FS191356 |
| Semester |
Frühjahrssemester 2019 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Termin/e |
wöchentlich (Do), ab 21.02.2019, 14:15 - 16:00 Uhr, 3.B58 |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
wöchentliche Vorlesung und alle zwei Wochen zusätzlich Übungen |
| Inhalt |
Service sector businesses are extremely important in the global economy. In many Western countries services contribute for more than 70% to the national GDP and their importance is growing also in developing economies.
This global trend has led to the development of new theories, concepts and frameworks for the management of services. Some have also argued that that all businesses are, in extremis, service businesses and that we entered a new paradigm that requires analysing from a different perspective market exchanges and customer relationships.
In this module you will learn the distinctive features of services and develop skills in cre-ating and managing effectively a service offering.
Spannende Antworten zur Veranstaltung: www.unilu.ch/wf-wahlpflicht |
| Lernziele |
The module aims to achieve the following intended learning outcomes
(although not necessarily in this order):
1. Service Fundamentals
Understanding what a service is and what are the challenges of marketing services;
Understanding consumer behaviour in a service context;
Understanding how human resource management, operations and marketing contribute to service management.
2. Paradigmatic issues in service marketing
Understanding Services Marketing and the Service-Dominant Logic;
Discuss critically the Service Dominant Logic and consider its implications for managerial practice.
3. Marketing of services
Learning the key issues that should be considered when marketing services;
Develop the ability to apply the gap model to a service organization and analyse the importance of customer satisfaction and customer experience in the marketing of services.
4. HRM and services
Understanding how HRM affects the quality of service delivered and the customer
experience;
Critically examine key HRM theories in service management and reflect on their implications for service businesses.
5. Operations and innovations
Understanding the role of operations in Service Marketing;
Using Service Blueprinting for service redesign and innovation; The module aims to achieve the following intended learning outcomes
(although not necessarily in this order):
1. Service Fundamentals
Understanding what a service is and what are the challenges of marketing services;
Understanding consumer behaviour in a service context;
Understanding how human resource management, operations and marketing contribute to service management.
2. Paradigmatic issues in service marketing
Understanding Services Marketing and the Service-Dominant Logic;
Discuss critically the Service Dominant Logic and consider its implications for managerial practice.
3. Marketing of services
Learning the key issues that should be considered when marketing services;
Develop the ability to apply the gap model to a service organization and analyse the im-portance of customer satisfaction and customer experience in the marketing of services.
4. HRM and services
Understanding how HRM affects the quality of service delivered and the customer
experience;
Critically examine key HRM theories in service management and reflect on their implica-tions for service businesses.
5. Operations and innovations
Understanding the role of operations in Service Marketing;
Using Service Blueprinting for service redesign and innovation;
Understanding and discuss issues of service innovations and the innovation practices of service firms.
6. Broader themes in Service Marketing
Examining the impact of operating on a complex and volatile environment on service organizations;
Discuss the importance of ethical issues in Service Marketing;
Understanding how technology influences and affects service organizations.
|
| Voraussetzungen |
previous attendance of «Marketing Management» is recommended. |
| Sprache |
Englisch |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from February 4 to March 1, 2019. The students themselves are responsible for checking the creditability of the course to their course of study.
Direct link to OLAT course:
https://lms.uzh.ch/url/RepositoryEntry/16521331151 |
| Abschlussform / Credits |
Individual written Report (80%) In-Class Participation (20%) / 3 Credits
|
| Hinweise |
none |
| Hörer-/innen |
Nein |
| Kontakt |
leif.brandes@unilu.ch |
| Literatur |
Pflichtlektüre: Lovelock, C., Wirtz, J. (2016), Services Marketing: Global Edition, 8th ed., World Scientific Publishing.
Weitere Literatur: Johnston, R., Clark G. and Shulver, M. (2012), Service Operations Management, 4th ed., Pearson.
Further references and case studies will be announced during the course of the module. |