Service Marketing and Selling (A9306), 5 op

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Implementation plan Finished



 Study unit                            Service Marketing and Selling (A9306), 5.0
 Implementation                        HYA21621: 2/2016-2017 (09.01.2017 - 20.06.2017)
 Type                                  BUSINESS AND LEADERSHIP COMPETENCES IN SERVICE INNOVATION
                                       (A863)
 Groups                                Primary: HYA216SJ Others :
 Involved in the project
 Lecturers                             Apramey Dube
 Number of participants                Minimum: 12 Maximum: 35
 Enrolment period                      28.11.2016 08:00 - 01.01.2017
 Main timing for implementation        According to a schedule agreed by the parties
 Applicabililty                        For exchange students: No For elective studies: Yes Open UAS student:
                                       Yes Suitable for virtual UAS: Yes

 Teachers                              Kaartti Virpi (Other teacher)
 Campus                                Laurea Leppävaara
 Main location for implementation
 Implementation method                 Optima realization/student group Language: English Virtuality: 1 cr Integration of
                                       R&D: 3 cr
 Implementation class                  LbD based on local project or development task
 Focus areas                           Service business
 Evaluation at the latest              20.07.2017 Storing of graded material ends.: 20.06.2018
 Exam days

 Having completed the study unit the   ●      explain the evolution of services marketing thought
 student is able to                    ●      identify the strategic approach in service marketing
                                       ●      establish, maintain and develop customer relationships
                                       ●      conceptualize and sell services

 Previous studies
 Learning objectives                   The key learning goal is to gain a critical understanding of key issues and learn to apply
                                       relevant concepts and models to service marketing and selling challenges.
 Contents                              Never have services played a larger role in business than they do today. In order to grow
                                       and attain higher profits, companies and managers require exceptional knowledge and
                                       understanding of service marketing.This course focuses on the unique challenges
                                       involved in service marketing, selling and managing a service business. The key topics
                                       covered are evolution of service marketing, relationship marketing, service quality,
                                       internal marketing, service branding and service selling.In addition to service marketing
                                       concepts, students will analyze cases of successful service-led businesses in a wide
                                       variety of consumer and B2B industries, including examples such as Singapore Airlines,
                                       Whole Foods, Tinder App, Airbnb, Supercell, Khan Academy and others.
 Study material                        Books:Wilson, Alan ; Zeithaml, Valarie A. ; Bitner, Mary Jo ; Gremler, Dwayne D.
                                       2012. Services marketing: integrating customer focus across the firm. 2nd European ed.
                                       McGraw-Hill. ORWilson, Alan, ; Zeithaml, Valarie A.,; Bitner, Mary Jo, ; Gremler,
                                       Dwayne D., 2016. Services marketing: integrating customer focus across the firm. Third
                                       European edition. McGraw-Hill Education.Lindberg-Repo, K. and Dube, A. (2015).
                                       Titans of Service: Building Strategic Service Leadership. Second edition: Brand Audit
                                       Group
 Other arrangements                    Contact sessions: 12.1., 9.3. and 13.5. at 9:00-16:30




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