Services Marketing (A0128), 10 op

Toteutus: MFA1121
Lukukausi: 2/2011-2012
Ajankohta: 2.1.2012–19.6.2012
Tyyppi: INITIATION OF PROFESSIONAL GROWTH (A021)
Ryhmä: MFA11SN
Kampus: Laurea Leppävaara
Opetuskieli: englanti
Opettajat: Kaartti Virpi (Teacher in charge), Harmoinen Päivi (Other teacher), Heinonen Jarmo (Other teacher), Mantere Päivi (Other teacher)
Tila: Valmis

Näytä tekstiversio

1/4
Implementation plan Finished

Study unit Services Marketing (A0128), 10.0
Implementation MFA1121: 2/2011-2012 (02.01.2012 - 19.06.2012)
Type INITIATION OF PROFESSIONAL GROWTH (A021)
Groups Primary: MFA11SN Others :
Involved in the project
Lecturers
Number of participants Minimum: Maximum:
Enrolment period 28.11.2011 08:00 - 04.12.2011
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), Mantere Päivi (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 17.07.2012 Storing of graded material ends.: 17.06.2013
Exam days

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 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.

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

SoleOPS 3.5.5 Study offer © 2005-2016 Solenovo Oy
2/4
Implementation plan Finished

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

Services marketing : integrating customer focus across the firm / Valarie A. Zeithaml,
Mary Jo Bitner, Dwayne D. Gremler. New York : McGraw-Hill, 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

Learning events
Date o'clock/at h Subject Content Status Teachers
16.01.2012 9-16 Orientation Approaches to marketing Jarmo
Summary assignment Heinonen,
Virpi Kaartti,
Päivi Mantere
23.01.2012 9-16 Gap Model Summary assignment Virpi Kaartti
continues
30.01.2012 9-16 Services marketing mix Summary Virpi Kaartti
assignment continues
06.02.2012 12-14 Service marketing discussion (summaries) Virpi Kaartti,
Pre-work for consumer behaviour contact Päivi Mantere
day (independantly)
13.02.2012 9-16 Consumer behaviour pre-task
(independantly)
20.02.2012 9-16 Consumer behaviour, learning cafe based Päivi
on your pre-task Harmoinen
27.02.2012 9-16 Consumer behaviour Case study Päivi
assignment Harmoinen,
Virpi Kaartti
05.03.2012 9-16 Customer satisfaction Case study - return Päivi
your project plan Harmoinen
12.03.2012 9-16 Service selling Case study guidance Virpi Kaartti
(theory)
19.03.2012 9-11.30 Statistical analysis Case study - return Jarmo
your theory part, guidance Heinonen
26.03.2012 9-16 Statistical analysis Jarmo
Heinonen
02.04.2012 9-16 Statistical analysis Jarmo
Heinonen
09.04.2012 Easter
16.04.2012 9-16 Exam statistical analysis 9-12 Independant Jarmo
work / case study Heinonen
23.04.2012 9-16 Project guidance Finalize your report Päivi
Harmoinen,

Virpi Kaartti
30.04.2012 Return your report to optima folder
07.05.2012 9-12 Case study presentations, opponent Päivi
comments Harmoinen,
Virpi Kaartti
14.05.2012 Discussion about course feedback Päivi
Harmoinen,
Jarmo
Heinonen,
Virpi Kaartti
21.05.2012 Course assessment