Opinto-opas

Objective

On completion of the course the student understands the impact of services for competitive advantage; is familiar with service business models, strategy and processes in business organizations; is able to design and develop services within a multichannel environment. The student will be able to develop, plan and implement the ways companies can acquire, sell, serve and retain customers for services. The student will also be able to plan and implement a service development project for a new or existing service.

Content

• Developing service business models and strategy
• Service Concepts
• Service Design methods and tools
• Developing service processes
• Service management
• Service channels
• Marketing services

Evaluation scale

0-5

Assessment criteria, satisfactory (1)

Sufficient performance: has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.

Assessment criteria, good (3)

Good overall performance: can apply and articulate concepts and information well both verbally and in writing, certain areas of individual or team output require further attention; shows appropriate level of interest and motivation in individual and team activities. Good presentation delivery and analysis.

Assessment criteria, excellent (5)

Excellent performance in all elements of the course: shows interest and motivation in individual and team activities and assignments, fully applies and clearly articulates concepts and information both verbally and in writing. The student is able to support his/her argument with references to the recommended reading and lecture content. Excellent presentation delivery and analysis.

Assessment criteria, approved/failed

Sufficient performance: has completed basic requirements to pass the course and has made an attempt to apply and articulate concepts and information both verbally and in writing but has not made enough effort overall. The student has demonstrated little effort, interest and motivation for individual or team activities / assignments and the output is rather weak.

Further information

• Material from lectures
• Services Marketing Wilson, Alan, Zeithaml, Valarie A.,Bitner, Mary Jo, Gremler, Dwayne D. McGraw-Hill Education [2016] Third european edition
• Chaffey & Smith: Digital Marketing Excellence: Planning, Optimizing and Integrating Online Marketing, Routledge 2017