Services Marketing (A0128), 10 op
Toteutussuunnitelma (PDF), 6 sivua
- Toteutus
- MFA1321
- Lukukausi
- 2/2013-2014
- Ajankohta
- 20.1.2014–19.5.2014
- Tyyppi
- INITIATION OF PROFESSIONAL GROWTH (A021)
- Ryhmä
- MFA13SN
- Kampus
- Laurea Leppävaara
- Opetuskieli
- englanti
- Opettajat
- Harmoinen Päivi (Teacher in charge), Kaartti Virpi (Other teacher)
- Tila
- Valmis
Näytä tekstiversio
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Study unit Services Marketing (A0128), 10.0
Implementation MFA1321: 2/2013-2014 (20.01.2014 - 19.05.2014)
Type INITIATION OF PROFESSIONAL GROWTH (A021)
Groups Primary: MFA13SN Others :
Involved in the project
Lecturers
Number of participants Minimum: Maximum:
Enrolment period 02.12.2013 08:00 - 08.12.2013
Main timing for implementation
Applicabililty For exchange students: Yes For elective studies: Yes Open UAS student:
Yes Suitable for virtual UAS: No
Teachers Harmoinen Päivi (Teacher in charge), Kaartti Virpi (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 16.06.2014 Storing of graded material ends.: 20.06.2015
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 : 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.
Service management and marketing : customer management in service competition /
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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.
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• 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
Project (name) Project to be defined.
R&D methods Statistical analysis
Other arrangements Contactsessions on Mondays at 9-16 (20.1. - 19.5.2014) - contact dates to be confirmed
on 20th January.See learning events for more detailed information.
Learning events
Date o'clock/at h Subject Content Status Teachers
20.01.2014 9-16 8 Orientation 9- 11:30 contact Päivi
session Harmoinen,
Introductions,study unit content, Virpi Kaartti
schedule,case study / case company,
groups, ways of working and game rules,
assessment, exam
Service Marketing
- definition and the development of the
theory
12:30- 15 Group task: Company overview
report (IT-classes 207 and 207A)
Task description:
Write a short report (around
2 pages) and return it in your team folder
by the end of day (20.1.)
Topics: company background, vision,
mission, management philosophy, values
etc…
SOL Palvelut web:
http://www.sol.fi/en/the-company.html
27.01.2014 9-16 8 Gap Model, Gap model as framework of services contact Virpi Kaartti
Customer marketing session
Understanding
Customer UnderstandingNote!
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10-12 SOL Palvelut case study
Introduction (Kari Haahtela)
03.02.2014 9-16 8 Customer Customer Understanding contact Virpi Kaartti
understanding session
10.02.2014 9-16 8 Services 9 - 11:30 Services Marketing mix (7Ps) contact Päivi
marketing session Harmoinen,
mix Creation of SOL marketing mix as a part Virpi Kaartti
of case study report (in it-class)
12:30 - Introduction to internal marketing
and internal communication concepts
Case study description and report
assessment criteria
17.02.2014 9-16 8 Project work Working in teams: preparation of independent
theoretical part of the case study. working / it
class
9 possible exam questions are published in
Optima folder "Assignments & Returns".
24.02.2014 9-16 8 Customer 9- 11:30 Customer Satisfaction contact Päivi
satisfaction session Harmoinen,
* NSN customer satisfaction survey and Virpi Kaartti
internal marketing(visitor: Ekaterina
Palmen) ok12:30 - Marketing Research
03.03.2014 9-16 8 Marketing 9- 11:30 Exam: marketing theory contact Päivi
exam (handwritten notes are allowed in the session Harmoinen
exam)
12:30- 16 it-class 207
project management & project plan
creation
Return of project plan by 13th March in
Optima return box.
10.03.2014 9-16 8 Project work 9-12:00 Visit to SOL City contact Päivi
session Harmoinen,
Virpi Kaartti
13.03.2014 Return date Return case study theory part and project
plan in Optima team folder by 13th March
17.03.2014 9-16 8 Coaching Team specific coaching (1st mandatory), contact Päivi
20min/team: session Harmoinen,
Virpi Kaartti
Review of
- case study report: theory part
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- project plan & schedule
- interview guide
24.03.2014 9-16 8 Marketing Visit to TNS Gallup at 9-11:30 contact Päivi
Research session Harmoinen,
Virpi Kaartti
31.03.2014 9-16 8 Project work Project work Independent
working
07.04.2014 12:30-15 2 Visiting 9-11 Class 248: contact Päivi
lecturer session Harmoinen,
Marketing exam retake Virpi Kaartti
12:30-15 Class 181:
Lecture by Jacqueline Brodie,
Edinburgh Napier University (Laurea
international week)
14.04.2014 9-16 8 Coaching Team specific coaching (2nd mandatory) contact Päivi
session Harmoinen,
topic: review of draft case study report Virpi Kaartti
21.04.2014 9-16 8 Easter public holiday
25.04.2014 Return date * Return final case study report in Optima
return box by 25.4.2014* Return self and
peer evalution in Optima return box by
25.4.2014
(Please find the form in "Assignments and
returns" -folder)Remember to respond:
Study unit feedback survey
during 22nd- 28th April
28.04.2014 9-16 8 Project work Project work independent
working
Return opponent report in Optima return
box by 30.4.2014Return case study
presentation (ppt) by 4.5.2014
05.05.2014 9-11:30 2 Presentations 9- 11:30 Case study presentations & contact Päivi
and feedback opponent comments (based on opponent session Harmoinen,
report) Virpi Kaartti
*presentation 10-12min. opponent
comments & feedback 8-10min,
* Note! SOL representatives join in this
session
9.00 - 9.20 team 1
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9.20 - 9.40 team 2
9.40 - 10.00 team 3
10.00 - 10.15 Break
10.15 - 10.35 team 4
10.35 - 10.55 team 5
10.55 - 11.15 team 6
19.05.2014 9-11:30 2 Feedback Feedback & grades
SoleOPS 3.5.5 Study offer © 2005-2016 Solenovo Oy