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Services marketing
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Course coordinator : Mme E. KARSAKLIAN
Langage : English
Nb Hours : 24 - Nb ECTS : 3 - Coefficient
Course Objectives
Allow students to be acquainted with in the marketing process when the product is a service.
Contents of the course :
| 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. Consumer Behavior in a Service Context
2. Models of service consumption
3. Pre-purchase stage
4. Encounters stage
5. Postencounter stage
| Session 4 : |
1. Services brand
2. Services quality
3. Measure of service’s quality
4. Gap’s matrix
5. Customer satisfaction
| Session 5 : |
1. Price strategy in services
2. Place strategy in services
3. Communication strategy in services
4. Internal marketing
| Session 6 : |
1. Design and management of service processes
2. Crafting the service environment
3. Managing people for service advantage
| Session 7 : |
1. International services
2. Service concept and multicultural consumer expectations
3. Standardization and adaptation strategies
4. Ethno-shopping
| Session 8 |
Final assignment presentations
Teaching methods :
Students will be asked to collect information about the studied topics, prior to each session, in order to apply them during the session.
Assessment :
Student’s evaluation will be based on three assignments :
1. In-class exercises- 25%
2. Case studies – 25%
3. Final assignment – 50 %
Bibliography :
BRECHIGNAC-ROUBAUD, B., Le marketing des services, Editions d’Organisation, 1998
LOVELOCK, C. and Wirtz, J., Services Marketing – People, Technology, Strategy, Pearson, 2010
LOVELOCK, C., et LAPERT, D., Marketing des Services, Publi-Union, 1999
PALMER, A., Principles of services marketing, McGraw-Hill, 2001
TOCQUER, G. et LANGLOIS, M., Marketing des Services, Dunod, 1992
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(Master Marketing Paris Dauphine- 2011)