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Παρουσίαση/Προβολή
Erasmus - Marketing of Services
(ME192) - Kalipso Karantinou
Περιγραφή Μαθήματος
The services sector is the dominant driving economic force worldwide and marketing and management practices in this field are evolving rapidly. There is as a result an increasing academic and business interest in the services sector, where the manufacturing-based models of business and marketing practice are not always useful, relevant, and appropriate. Services organizations differ in many important respects, posing a number of interesting challenges to managers, and thus requiring a distinctive approach to the development of marketing strategies. This course aims to provide the students with an extensive understanding of the distinguishing characteristics of services and their implications, and to acquaint students with services marketing theories, models, applications, and best practices, as ways to deal effectively with the unique challenges in services. At the end of the course students should have developed a comprehensive understanding of the distinguishing characteristics of services, an appreciation of their multifaceted implications, and a resulting insight into the challenges of managing and marketing services. They should be able to identify optimal strategies for services and know how to implement them. Students should also be able to design Customer Journey Maps, Blueprints, Servicescapes, and Customer Relationship Management programmes for services.
Ημερομηνία δημιουργίας
Τρίτη, 23 Φεβρουαρίου 2010
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