Services marketing

Code 208PP
Credits 6

Learning outcomes

The main object of the course is understanding how services marketing activities create value for customers. In the first part the course presents and explains the most important differences between traditional Marketing and Services Marketing and how the customers (prosumers) are integrated into the service processes (servuction). The second part deals with the Services Marketing primary processes: managing customers interactions and managing customers relationships such as service recovery and perception of quality. Finally in the last part the definition and implementation of marketing mix are explored.