Services Marketing (A0128), 10 cr

Implementation: MFA1221
Semester: 2/2012-2013
Dates: 7 Jan 2013–21 Jun 2013
Type: INITIATION OF PROFESSIONAL GROWTH (A021)
Group: MFA12SN
Campus: Laurea Leppävaara
Language of instruction: English
Teachers: Kaartti Virpi (Teacher in charge), Harmoinen Päivi (Other teacher), Heinonen Jarmo (Other teacher)
Status: Ready

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Implementation plan Finished

Study unit Services Marketing (A0128), 10.0
Implementation MFA1221: 2/2012-2013 (07.01.2013 - 21.06.2013)
Type INITIATION OF PROFESSIONAL GROWTH (A021)
Groups Primary: MFA12SN Others :
Involved in the project
Lecturers
Number of participants Minimum: Maximum:
Enrolment period 26.11.2012 08:00 - 02.12.2012
Main timing for implementation
Applicabililty For exchange students: Yes For elective studies: Yes Open UAS student:
Yes Suitable for virtual UAS: No

Teachers Kaartti Virpi (Teacher in charge), Harmoinen Päivi (Other teacher), Heinonen Jarmo
(Other teacher)
Campus Laurea Leppävaara
Main location for implementation
Implementation method Optima realization/student group, Other method of implementation,
Project/venture/R&D, Web/virtual Language: English Virtuality: 2 cr Integration of
R&D: 3 cr
Implementation class
Focus areas
Evaluation at the latest 17.07.2013 Storing of graded material ends.: 17.06.2014
Exam days Real: 25.2.2013 and 22.4.2013

Having completed the study unit the • analyse customer behaviour
student is able to
• sell services using a marketing mix

• build customer relationships

• manage service promises in marketing communication

Previous studies
Contents
focus on the customer
· consumer and organisational behaviour in services
· customer satisfaction
· service quality (gap model)
*services marketing mix
*brand marketing
*building customer relationships
*managing service promises
Study material Services marketing : integrating customer focus across the firm / Valarie A.
Zeithaml, Mary Jo Bitner, Dwayne D. Gremler. New York : McGraw-Hill, 2009.
Services, Marketing and Management / Gilmore, Audrey. Sage Publications Ltd. 2003
(You can find this book from ebrary)
In search of a new logic for marketing : the foundation of contemporary marketing
theory / Christian Grönroos. Hoboken, NJ : John Wiley & Sons Inc, 2007.

SoleOPS 3.5.5 Study offer © 2005-2016 Solenovo Oy
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Implementation plan Finished

Service management and marketing : customer management in service competition /
Christian Grönroos. Chichester : Wiley, 2007.

Marketing : an introduction / Gary Armstrong, Philip Kotler, Michael Harker, Ross
Brennan. European ed. Harlow : Financial Times Prentice Hall, 2009.

Marketing management / Philip Kotler ... [et al.]. European ed. 13th ed. Harlow :
Prentice Hall, 2009.

Marketing myopia / Theodore Levitt. Boston : Harvard Business School Press, cop.
2008.

Marketing services : competing through quality / Leonard L. Berry, A. Parasuraman.
New York : Free Press, cop. 1991.

Consumer behaviour: a European perspective. Antonides, G. 1999. Upper Saddle River,
NJ : Prentice Hall.

Consumer behaviour : implications for marketing strategy. Cathy, N. 2006. New York,
NY. : McGraw-Hill.

Consumer behavior. Evans, M. 2006. Hoboken, NJ: John Wiley & Sons, Ltd.

Consumer behavior and marketing strategy. Peter, J.P. 2005. New York: McGraw-Hill.

Consumer behaviour : a European perspective. Solomon, M. 2006. Harlow : Prentice
Hall, 2006

Consumer behaviour in tourism. Swarbrooke, J. 2007. Oxford : Butterworth-Heinemann.
Evaluation criteria and methods Excellent 5

• Apply professional concepts expertly.

• Justify activities using research knowledge.

• Work independently and take initiatives in line with objectives. Operations are
flexible, systematic, development-oriented, creative and active.

• Select the appropriate techniques and models for activities, and justify the choices.

• Act in customer-oriented ways and according to the situation.

• Promote group activities.

• Able to critically apply ethical principles.
Good 3-4

• Apply professional concepts systematically.

• Justify, compare and analyse their activities using general guidelines.
• Able to cope independently in different tasks.
• Apply acquired techniques and models diversely.
• Act professionally.

• Work in a group in line with objectives.
• Justify their activities in accordance with ethical principles.

Satisfactory 1-2:
• Apply most important/individual and appropriate professional concepts, and
indicate their familiarity with the knowledge base.
• Comply with rules and instructions; justify their activities using provided
instructions.
• Act appropriately under guidance.
• Use acquired techniques and models.
• Take customers into account in their actions.
• Act as group members.
• Act in accordance with ethical principles
R&D methods Statistical analysis
Other arrangements Contact days on Mondays at 9-16 (14.1. - 20.5.2013) See learning events for more
detailed information.

Learning events
Date o'clock/at h Subject Content Status Teachers
14.01.2013 9-16 Orientation Assignments Approaches to Päivi
marketing Harmoinen,
Jarmo
Heinonen,
Virpi Kaartti
21.01.2013 9-16 Gap Model as a framework for service Virpi Kaartti
marketing
28.01.2013 9-16 Customer understanding Virpi Kaartti
04.02.2013 9-16 Customer understanding Virpi Kaartti
11.02.2013 9-16 Service marketing mix Päivi
Harmoinen
18.02.2013 9-16 Customer satisfaction Päivi
Harmoinen
25.02.2013 9-16 Service marketing theory exam Päivi
Harmoinen
04.03.2013 9-16 Project work begins Päivi
Harmoinen,
Virpi Kaartti
11.03.2013 9-16 Service selling Project work continues Virpi Kaartti
(deadline for project plans)
18.03.2013 9-16 Marketing research Jarmo
Heinonen
25.03.2013 9-16 Marketing research Jarmo
Heinonen
01.04.2013 9-16 Easter
08.04.2013 9-16 Marketing research Jarmo
Heinonen
15.04.2013 9-16 Project work & project guidance (Virpi) Päivi
Marketing theory re-exam (Päivi) Harmoinen,
Virpi Kaartti
22.04.2013 9-16 9-12 Marketing research exam Afternoon: Jarmo
Finalize your project report Heinonen

29.04.2013 Return your report to optima folder
06.05.2013 9-12 Case study presentations, opponent Päivi
comments Collecting the study unit Harmoinen,
feedback Virpi Kaartti
13.05.2013 Discussion about course feedback Päivi
Harmoinen,
Jarmo
Heinonen,
Virpi Kaartti
30.05.2013 16-20 Re-exams: Service marketing theory
and/or Marketing research Note: This is a
general exam date. Enrollment needed.