| Dozent/in |
Prof. Dr. Leif Brandes |
| Veranstaltungsart |
Vorlesung |
| Code |
FS221003 |
| Semester |
Frühjahrssemester 2022 |
| Durchführender Fachbereich |
Wirtschaftswissenschaften |
| Studienstufe |
Bachelor |
| Termin/e |
Mi, 23.02.2022, 14:15 - 16:00 Uhr, 4.A05
Mi, 02.03.2022, 14:15 - 16:00 Uhr, 4.A05
Mi, 09.03.2022, 14:15 - 16:00 Uhr, 4.A05
Mi, 16.03.2022, 14:15 - 16:00 Uhr, 4.A05
Mi, 23.03.2022, 14:15 - 16:00 Uhr, 4.A05
Mi, 30.03.2022, 14:15 - 16:00 Uhr, 4.A05
Mi, 06.04.2022, 14:15 - 16:00 Uhr, 4.A05
Mi, 13.04.2022, 14:15 - 16:00 Uhr, 4.A05
Mi, 27.04.2022, 14:15 - 16:00 Uhr, 4.A05
Mi, 04.05.2022, 14:15 - 16:00 Uhr, 4.A05
Mi, 11.05.2022, 14:15 - 16:00 Uhr, 4.A05 |
| Umfang |
2 Semesterwochenstunden |
| Turnus |
weekly |
| Inhalt |
Service sector businesses are extremely important in the global economy. In many Western countries services contribute 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 analyzing market exchanges and customer relationships from a different perspective.
In this course you will learn the distinctive features of services and develop skills in creating and managing effectively a service offering.
|
| Lernziele |
On completion of this course, students should have reached the following learning outcomes:
Topic specific knowledge and skills:
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 behavior 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 analyze 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 Services Marketing;
Understanding the role of the servicescape
Using Service Blueprinting for service redesign and innovation;
Understanding and discuss issues of service innovations and the innovation practices of service firms.
6. Additional Topics in Services Marketing
TBA.
Transferable skills:
1. You learn to think about business problems in a structured manner.
2. You are able to apply the concepts, frameworks and analytical tools from class to real-world case studies.
3. You are able to clearly articulate your analysis and recommended solution for a case problem.
4. You are able to critically evaluate the practical relevance of conceptual frameworks, theories and analytical tools.
5. You gain experience in a group work environment and improve your skills as a team member.
6. You gain experience to present your solutions in front of an audience.
|
| Voraussetzungen |
Previous attendance of «Marketing Management» is required. |
| Sprache |
Englisch |
| Anmeldung |
To attend the course / exercise, registration via e-learning platform OLAT is required. Registration is possible from 7 February to 4 March 2022. 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/17168236554 |
| Prüfung |
***IMPORTANT*** In order to acquire credits, resp. to take the examination, registration via the Uni Portal within 7.2. - 4.3.2022 is ESSENTIALLY REQUIRED. Further information on registration: www.unilu.ch/wf/pruefungen |
| Abschlussform / Credits |
Group Presentation (40%) Written report (40%) In-class participation (20%) / 4.5 Credits
|
| Hinweise |
The lectures in March 2022 (2, 9, 16, 23, 30.3.) will be held online via zoom. Students are free to use the indicated classroom for following the lecture on their own laptops. All the other lectures (February, April, May 2022) will be held on site. |
| Hörer-/innen |
Nein |
| Kontakt |
leif.brandes@unilu.ch
TA for this course: TBA |
| Material |
|
| Literatur |
Mandatory:
Jochen Wirtz, Christopher Lovelock (2021). Services Marketing, Ninth Edition, World Scientific Publishing.
Volontary:
Johnston, Clark, and Shulver (2012). Service Operations Management, 4th Edition, Pearson.
|