COURSE DESCRIPTION

In Service Management, the understanding of service products, consumers, and markets is essential. Consumer behaviour is changing, product life cycles are shortening, competition is intensifying, and the new product failure rate is growing. Analyzing the service processes can make the difference between success and failure in service marketing strategies. This course focuses on the universal principles of Service Management - the cultural, social, individual and economic influences on consumers and enterprizes, within the overall framework of the current research and knowledge on Service Managment and Marketing.

LEARNING OBJECTIVES

• To understand the nature of services and service processes
• To understand the framework of integrated service management
• To introduce you to effective strategies for marketing and managing for different types of service organizations
• To explain why service businesses need to integrate the marketing, operations, and human resource functions
• To recognize the crucial role of people – customers and employees – for the production and the outcome of services
• To help you to develop the necessary skills in the context of service marketing and management so that you will be more prepared to meet – or even exceed - the needs and expectations of your future employees.