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Services Marketing (UD)

Goals

- To upgrade basic knowledge acquired at courses Principles of Marketing and Human Resources Management.
- To inform students about relevance of Services sector in the economy and about marketing challenges of services.
- Comprehensive elaboration of extended marketing mix elements at services marketing and pointing out problems at understanding and measuring of services quality.
- To inform students on practical examples about tools and approaches available for efficient implementation of marketing in service organizations.

Syllabus

1. Services in the modern economy
2. Understanding Service Processes
3. Customer contact with a service company and managing service encounters
4. Service from the customer"s viewpoint and the purchase process for services
5. Productivity and quality as the main challenge for a service company
6. Managing relationships and building customer loyalty
7. Complaint handling and service recovery
8. Service positioning and new service development
9. Core service and supplementary services
10. Designing service delivery
11. Price and other costs of services
12. Marketing communication
13. Integrating marketing with other management functions

Contacts

Barbara Culiberg

Office hours

Wednesday at 11:30

room P-329

Business portrait of Barbara Culiberg in the library of the School of Economics and Business in October 2024, with a round window and shelves full of books in the background

Tomaž Kolar

Office hours

Tuesday at 13:30

room P-341

Business portrait of Tomaž Kolar in the library of the School of Economics and Business in October 2024, with a round window and shelves full of books in the background