Course aim
Creating and marketing value in today’s increasingly service and knowledge-intensive economy requires an understanding of the powerful design and packaging of ‘intangible’ benefits and products, high-quality service operations and customer information management processes, motivated and competent front-line employees, a loyal and profitable customer base, and the development and implementation of a coherent service strategy to transform these assets into improved business performance. This course provides the tools and insights to do this and will provide students a wider view of services marketing and management, the latest trends in services marketing and resulting consumer behavior.
Course content
• Latest trends and an in-depth insight in managing and delivering quality services.
• To work with tools and strategies that address these challenges and trends.
• “State of the art” service management thinking and resulting consumer behavior.
• An understanding of customer service-oriented thinking
• Critical discussion of ongoing service and tourism development and activities by case
studies.
