Services marketing (GEST603_THECY)
Présentation
Objectifs
• Learn the fundamental about services marketing.
• Understand and explain the nature and scope of services marketing.
• Explore tools to conceptualize services.
• Apply concepts to case studies
Heures d'enseignement
| Cours Magistral | 9h | |
| Travaux Dirigés | 10,5h |
Pré-requis obligatoires
• Bases en marketing stratégique et opérationnel.
• Bases en résolution d’étude de cas.
Plan du cours
Chapter 1: Introduction to services marketing
• Understand how services contribute to countries’ economies.
• Explain the special nature and characteristics of services.
• Describe the differences between the marketing of goods and services.
• Understand the role of service encounter.
• Learn how to assess service quality.
Chapter 2: Developing services
• Demonstrate the importance of the process, physical environment and people in service delivery.
• Explore the product, distribution, pricing and communication strategies that are needed for developing a successful service model.
Chapter 3: Services co-creation
• Understand the importance of the customer participation in services.
• Illustrate the importance of customers in successful service delivery and co-creation of service experiences.
• Learn the different customer participation levels.
• Explain how the company can facilitate an effective customer participation.
Compétences visées
• Savoir différencier un service d’un bien et appliquer en conséquence les outils les plus appropriés.
• Savoir analyser le fonctionnement d’un service et en proposer une critique objective.
• Comprendre les enjeux du marketing des services dans le secteur du tourisme, hôtellerie et évènementiel.
Bibliographie
• Principles of services marketing by Adrian Palmer.
• Services marketing: People, Technology, Strategy by Christopher Lovelock and Jochen Wirtz.
Contacts
