Master Marketing Etudes

4204U17 - Services marketing

Course coordinator : Mme E. KARSAKLIAN

Langage : English Nb Hours : 12 Nb ECTS : 1,5 Coefficient : 1

Course Objectives

Allow students to be acquainted within the marketing process when the product is a service.

Content

Session 1:

1. Definition of services
2. Specificities of services (intangibility, perishability, variability, inseparability)
3. Buying process in services
4. Services offer and positioning

Session 2:

1. Services brand
2. Services quality
3. Measure of service’s quality
4. Gap’s matrix
5. Customer satisfaction

Session 3:

1. Price strategy in services
2. Place strategy in services
3. Communication strategy in services
4. Internal marketing
5. Servuction

Session 4:

Animation

Students will be asked to collect information about the studied topics, prior to each session.
An application exercise will be done at the beginning of each session.
Then the teacher will provide more theoretical contents as well as examples about the main topic.

Evaluation

Student’s evaluation will be based on three assignments:

1. written exercises done in each session will be handled – 20% of the final grade
2. final assignment – application of the course topics to an existing company, with written report and oral presentation  - 40 %
3. exam based on a case study after the 4 sessions – 40%

Readings

- PALMER, A., Principles of services marketing, McGraw-Hill, 2001
- BRECHIGNAC-ROUBAUD, B., Le marketing des services, Editions d’Organisation, 1998
- TOCQUER, G. et LANGLOIS, M., Marketing des Services, Dunod, 1992
- LOVELOCK, C., et LAPERT, D., Marketing des Services, Publi-Union, 1999

Other Documents

Internet Sites

(Master Marketing Paris Dauphine- 2009)