CE IEMES - Fontys ACI

Studiegids Commerciële Economie 2013/2014Name AdvancedCourseExamination codeCompetence(s)Performance indicatorProfessionalproduct(s)Main subjects / shortdescription moduleServices Marketing2259YADV36C4 Strategie en beleidC5 Planning en uitvoeringServices Marketing recognizes that services present special challengesthat must be identified and addressed in real circumstances. The heart ofthe course’s content is to develop strong customer relationships throughquality service. The course also focuses on knowledge needed toimplement service strategies for competitive advantage acrossindustries. Hence, frameworks for customer-focused management, andstrategies for increasing customer satisfaction and retention throughservice are included in this course.Week 1: Introduction (ch.1-2, 18)Course outline, assignment, grading policy, etc.Foundations for services marketingConceptual framework ServQualService and the bottom line: financial and economic impact of serviceWeek 2: Customer gap: Focus on the customer (ch. 3-5)Consumer behavior in servicesCustomer expectations of servicesCustomer perceptions of servicesWeek 3: Provider gap 1: Understanding customer requirements (ch. 6-8)Listening to customers through researchBuilding customer relationshipsService recoveryWeek 4:Provider gap 2: Aligning service design and standards (ch. 9-11)Service innovation and designCustomer-defined service standardsPhysical evidence and the servicescapeWeek 5: Provider gap 3: Delivering and performing service (ch.12-15)Employees’ roles in service deliveryCustomers’ roles in service deliveryDelivering service through intermediaries and electronic channelsManaging demand and capacityMandatory literatureWeek 6: Provider gap 4: Managing service promises (ch.16-17)Integrated services marketing communicationsPricing of servicesSERVICES MARKETING: INTEGRATING CUSTOMER FOCUS ACROSS THEFIRM, 2nd Edition, ISBN: 007714659X from McGraw-Hill Education (UK)72