Kurser och studieplaner / Marknadsföring
23039 Service and Relationship Marketing
|Period: 2||28.10.2013 - 13.12.2013|
To study customer-focussed management and marketing issues in firms that face service competition, where customer relationships form a natural foundation for marketing. Service competition means that service is critical to success, and adopting a service perspective on business (service logic) is instrumental. Today an increasing number of firms, and in the final analysis all firms, face such a competitive situation and will find a service perspective a key means of establishing and maintaining a competitive advantage. - After completing the course students should see new opportunities for marketing in firms defining themselves as service businesses.
Students should learn to understand and practise a new, alternative perspective on business, based on customer centricity and service logic. After completing the course students can:
• identify management challenges in service and non-service oriented firms;
• understand and use service-based theories, models and concepts;
• analyse existing challenges for firms striving to become service businesses;
• create actionable solutions for implementing service-oriented management and marketing.
• Show communication skills in various formats (e.g. written and oral) and for various purposes (e.g. informing, persuading, justifying)
Bachelor's degree is required for Hanken students. Students must have knowledge of marketing corresponding to 24 ECTS. Max. 30 students can be accepted. Students are ranked according to course credits. Hanken master's students are given priority.
213h work in total of which 45h in class and the remaining individual and team work
Classroom sessions, guest lectures, student lectures, and individual and group assignments, project assignment
Grönroos C. (2007): Service Management and Marketing. Customer Management in Service Competition. 3rd edition. John Wiley & Co, Chichester.
Gummesson E (2008): Total Relationship Marketing. Marketing Management, Relationship Strategy and CRM Approaches for the Network Economy. 3rd edition. Butterworth Heinemann, Oxford.
Articles and miscellaneous material, appr. 400 pages
Bedömning och examination
Classroom discussions, student lectures, individual and group assignments, group project paper, written examination.
Participants are required to read assigned material beforehand, with a view to presenting and discussing the contents with instructor and fellow students. The ability and willingness to contribute to such discussions have an impact on the grade. Class attendance is mandatory.
Christian Grönroos (assisted by department amanuensis)
All assignments are valid for one academic year, thereafter if the course is not completed it has to be retaken.