| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Vorlesung |
| Code |
FS201367 |
| Semester |
Frühjahrssemester 2020 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor |
| Termin/e |
Mo, 17.02.2020, 14:15 - 18:00 Uhr, 4.A05
Mo, 02.03.2020, 14:15 - 18:00 Uhr, 4.A05
Mo, 09.03.2020, 14:15 - 18:00 Uhr, 4.A05
Mo, 16.03.2020, 14:15 - 18:00 Uhr, 4.A05
Mo, 23.03.2020, 14:15 - 18:00 Uhr, 4.A05
Mo, 30.03.2020, 14:15 - 18:00 Uhr, 4.A05 |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly |
| Inhalt |
Service sector businesses are extremely important in the global economy. In many Western countries services account for more than 70% to the national GDP and their importance is growing in developing economies as well.
This global trend has led to the development of new theories, concepts and frameworks for the management of services. Some have also argued that all businesses are, in extremis, service businesses and that we entered a new paradigm, which requires analyzing market exchanges and customer relationships from a different perspective.
In this module you will learn the distinctive features of services and develop skills in cre-ating and effectively managing a service offering.
|
| Lernziele |
The module aims to achieve the following intended learning outcomes
(although not necessarily in this order):
1. Service Fundamentals
Understand what a service is and what the challenges of marketing services are;
Understand consumer behavior in a service context;
Understand how human resource management, operations and marketing contribute to service management.
2. Paradigmatic issues in service marketing
Understand Services Marketing and the Service-Dominant Logic;
Critically discuss the Service Dominant Logic and consider its implications for managerial practice.
3. Marketing of services
Learn the key issues that should be considered when marketing services;
Develop the ability to apply the gap model to a service organization and analyze the importance of customer satisfaction and customer experience in the marketing of services.
4. HRM and services
Understand 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
Understand the role of operations in Service Marketing;
Use Service Blueprinting for service redesign and innovation;
Understand and discuss issues of service innovations and the innovation practices of service firms.
6. Broader themes in Service Marketing
Examine the impact of operating in a complex and volatile environment on service organizations;
Discuss the importance of ethical issues in Service Marketing;
Understand 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 3 to 28 February 2020. 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/16703095003 ATTENTION: As this is a group work, the binding UniPortal registration will be brought forward. It takes place at the same time as the OLAT registration (until February 28, 2020). The UniPortal registration at the beginning of the semester is mandatory for this seminar so that the credits can be credited. It is no longer possible to cancel your registration after the end of the second week of the semester. |
| Abschlussform / Credits |
Group presentation (40%), Individual written Report (40%) In-Class Participation (20%) / 4 Credits
|
| Hinweise |
none |
| Hörer-/innen |
Nein |
| Kontakt |
leif.brandes@unilu.ch |
| Literatur |
Compulsory Literature:
Lovelock, C., Wirtz, J. (2016), Services Marketing: Global Edition, 8th ed., World Scientific Publishing. Book will be availabe at the Studiladen. Further Literature:
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. |