hic tuta perennat
FEDERAL AGENCY ON EDUCATION
SAINT PETERSBURG STATE UNIVERSITY
SCHOOL OF MANAGEMENT
«APPROVED»
Program Director
___________________________
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«APPROVED»
Deputy Dean
___________________________
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(________________)
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(________________)
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«_____»_________________ 2006
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«_____»_________________ 2006
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COURSE SYLLABUS
Program:
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MARKETING MAJOR
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Code of the course:
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According to program curriculum
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Course status:
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elective
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Language of instruction:
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English
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Professor:
Dr. Edouard V. Novatorov, Department of marketing, GSOM
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(Name and title)
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Reviewers:
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(Name and title)
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(Name and title)
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Saint Petersburg
2009
CONTENTS
COURSE ABSTRACT ……………………………………………………………………3
1. ORGANIZATION OF THE COURSE
1.1. Course objectives ……………………………………………………….3-4
1.2. Place of the course in the educational program curriculum…………………….4
1.3. Key skills developed by students ………………………………………………4
2. COURSE CONTENTS
2.1. Description of course topics …………………….………………………….
2.2. Individual and group work (teaching methods, projects, presentations,
in-class assignments etc.) ………………………………………………………….…5-6
2.3. List of cases used in the course ……………………………………………….…6
3. COURSE OUTLINE
3.1. Time allocation between course topics (in hours)……………………………..…7
3.2. Detailed plan of classes ………………….......................................………….….8-10
4. EVALUATION SYSTEM
4.1. Current evaluation ………………………………………..………………11
4.2. Final evaluation (exam) …..…………………………………….………………11
4.3. Grading system ………………………………………………….……………...11
4.4. Sample of exam assignment ……………………………………………………12
5. LITERATURE
5.1. Required reading ……………………………………………………..……..….12-13.
5.2. Optional reading…. …………………………………………………….……....13-14
5.3. List of software, films and other multimedia used in the course .…………..….14
6. КРАТКАЯ ПРОГРАММА КУРСА НА РУССКОМ ЯЗЫКЕ
6.1. Наименование курса, разработчик, рецензенты….………………..……..…14-15
6.2. Цели и задачи курса…………………………………………………….……..15
6.3. Место курса в профессиональной подготовке выпускника ……………….15
6.4. Краткое содержание курса (разделы, темы, вопросы) ……………………..15-16
6.5. Система оценивания ………………………………………………………….17
6.6. Литература …………………………………………………………………….17
ATTACHMENT 1. Comparative analysis of teaching the same discipline (or prototypes)
in leading business schools ………….……………………………………………………..18-22
APPENDIX 1. Selected services marketing bibliography…………………………………23-30
APPENDIX 2. Services marketing course syllabus by C. Lovelock (Yale University School of management)………………………………………………………………………………..31-33
APPENDIX 3. Services marketing course syllabus by L. Berry (Texas A&M University)…………………………………………………………………………………..34-36
APPENDIX 4. Services marketing course syllabus by C. Grenroos (Swedish School of economics)… ……………………………………………………………………………..37-41
COURSE ABSTRACT
The phenomenal growth of the service industry, the rapid development of new services,
and the increasing competition between service organizations call for supreme
grounded in-depth insight into the behavior of customers and markets. Today, much of the world economy is dominated by the service sector. For example, in the EU and U.S., according to statistics approximately 80% of the labor force, 80% of the GDP, 50% of an average family's budget, and 30% of exports are accounted for by services. Yet, many traditional business schools continue to focus on the manufacturing sector of the economy.
The goal of this course is twofold. First, service organizations differ from goods organizations
and require their own distinctive approach with regards to the development and execution of
marketing strategy. Secondly, goods organizations need to acknowledge the service aspects of
their organizations and how service can be used as a source of competitive advantage.
The marketing of services is qualitatively different from the marketing of goods. In the course we discuss differences between goods and services, and the implications of these differences for
the behavior of customers and markets, and for the marketing of services. Central in
the course is a model of profit generation in the chain from service strategy
development to marketing program implementation and evaluation. Service marketing
to private and industrial customers, by profit and non-profit organizations, is covered.
Among others, topics such as service process blueprinting, extended marketing mix? customer loyalty programs, unconditional service guarantees, service quality in e-
commerce are covered in detail.
1. ORGANIZATION OF THE COURSE
1.1. Course objectives
1. To understand the unique challenges involved in marketing and managing
services and the importance of services marketing in the global economy.
2. To perform a comprehensive analysis of services marketing situation and
make marketing strategy recommendations for managerial action that will
create a competitive advantage.
3. To identify differences between marketing in service versus manufacturing
organizations.
4. To identify, analyze, and apply the various components of the service
marketing mix to create customer value.
5. To understand and discuss the key issues required in managing customer
retention, customer satisfaction, creating service culture, and service
quality.
6. To appreciate the role of employees and customers in service delivery,
customer satisfaction, retention, complaints and service recovery.
7. To appreciate other key issues in service businesses such as managing supply
and demand, relationship marketing, and the role of the servicescape.
8. To understand how customer service can be a competitive advantage in
managing organizations.
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1.2. Place of the course in the educational program curriculum
Course SERVICES MARKETING is an advanced graduate course in marketing. This course seeks to provide the student with an overview of theory and research in managing services marketing. Services marketing can be thought of as an applied area of inquiry: concepts, theories, and empirical data from marketing research, organizational behavior, consumer behavior, and social sciences are applied to study of marketing intangible products.
Elective course for the 3th semester of the MIB program. Fall semester, 17 weeks.
51 Student work hours. 6,0 ECTS
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1.3. Key skills developed by students
1. A workable knowledge of services marketing and the services
marketing process including key theories, concepts, methods, issues, and
terminology;
2. The capability to systematically assess service marketing
situations and make strategic and tactical recommendations to a service
firm manager to improve the firm’s performance;
3. Ability to recognize the relationships between marketing and other organizational
functions of the service firm.
4. Improvement of oral and written communication skills through the team
Project and presentation.
5. Improvement of computer usage skills by using PowerPoint for your paper
presentation and searching the Internet for information about service
firms.
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2. COURSE CONTENT
2.1. Description of course topics
Part 1. Understanding service marketing
1. Introductory lecture. Case & articles assignment.
2. The service revolution.
3. International models of services marketing.
4. Understanding the service consumer.
Part 2. Services marketing mix
5. Services Marketing mix: Process.
6. Services Marketing mix: People.
7. Services Marketing mix: Physical evidence.
8. Service quality.
9. Services Marketing mix: Promotion.
10. Services Marketing mix: Place.
11. Services Marketing mix: Price.
Part 3. Competing as a service firm
12. Service recovery.
13. The customer retention system.
14. Managing capacity and demand.
15. The course summary and overview
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2.2. Individual and group work (teaching methods, projects, presentations, in-class assignments etc.)
1. Service Diary assignments
Beginning the course each student is to keep a diary of all of your service encounters with both
profit and not-for-profit organizations. Include in-person and telephone encounters. Student
should record factual information (where, when, nature of transaction), as well as his/her own
perceptions of each service experience. It is essential that student make his/her diary entries on
the same day as he/she experiences the service. The diary should be comprehensive, detailed,
and organized in a consistent manner. The diary should be typed and kept through the first part of the course.
After completion the diary and before turning it in, student needs to prepare a two-page
conclusion section titled “Lessons from my Service Diary.” Student will need to discuss in these two pages the most important insights gained about service quality from experience keeping a
service diary.
The diary will count 10% to final course grade. Grading criteria include the
organization, comprehensiveness, and depth of your diary entries, the depth of your
interpretations, the quality of writing, and evidence of learning as reflected in the
diary and lessons section.
Please be prepared in class to briefly discuss the most important insight or
lesson you gained from your service diary experience.
2. Article review and presentation assignment
An article review is not just a summary of an article on services marketing problems. It is discussion of work involving all considerations on this outline. One need not follow this outline exactly, but somewhere in the review the matters listed below should be dealt with.
After listening to your presentation, a person should be able to decide such questions as whether he\she would like to read the article, whether it is something special in the field of services marketing, whether it is "an old stuff or new and original, whether it shows real expertise in the subject, whether it is well or poorly written in terms of form and style, etc.
Introduction. Open your presentation with some interesting idea—about the
article, its content, structure, journal, authors' biography, used methodology,
description of qualitative or quantitative analysis, overall contribution.
The first third of the review and presentation can then be about "what the
author says?" This can include the following:
Basic problem and research questions
Major findings and discussion issues
Authors' principal conclusion and point of view
Managerial implications
III. The middle third of the review and presentation can be "limitations and criticism." This should include the following:
Are the author's facts correct or do you think he\she\they are wrong
somewhere—or their evidence is dubious?
Do his facts warrant his factual conclusions? Do things really add up the way
he says they do?
Are his recommendations as to what ought to be done practical, reasonable,
justified, appropriate, etc. That is what do you think of his point of view?
What about the author's style? Is it clear, confused, ambiguous, suited to his
purpose, etc?
The final third of the discussion should concern: "What do you think the real
contribution of the article\research is?" and\or "what is the relationship of this
article to other similar articles?" That is come to some conclusions both as to
the relationship of this research to your own ideas, to the ideas of others in the same
period or on the subject and, where possible, to world of ideas in general
(hardest part).
Use Power Point (10-15 minutes) and materials for dissemination, when
possible and necessary (figures, tables, pictures and the like). During your
presentation try "to tell the story" and relate your presentation to the development
of service marketing theory. Be ready to answer numerous questions.
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2.3. List of cases used in the course
The collection of cases selected for the course study topics available at the SOM library in reader “Services marketing: Program and Cases” by Edourad Novatorov and also can be found in books: 1. Lovelock, Christopher and Jochen Wirtz (2004), Services Marketing: People, Technology, Strategy, the 5th ed. Englewood Cliffs: N.J: Prentice Hall. fnd Zeithaml, Valarie A. and Mary Jo Bitner. (2005). Services Marketing: Integrating Customer Focus Across the Firm (2nd edition) N.Y. McGraw-Hill.
Sullivan's auto world
Courtyard by Marriott
Ten service workers and their jobs
Singapore airlines
Nordstrom stores
The Parker house
Centel of Virginia
Federal Express
First National Bank
BayBank Systems
Museum of Fine Arts
Dunfey Hotels
Introducing marketing into service organization
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3. COURSE OUTLINE
3.1. Time allocation between course topics (in hours)
#
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Topic
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TOTAL (hours)
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i.e.
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Classes, total
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i.e.
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Homework
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Lectures
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Seminars
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| PART 1. Understanding service marketing |
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1.1.
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Introductory lecture. Case & articles assignment.
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2
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2
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2
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0
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0
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1.2.
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The service revolution.
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5
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2
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2
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0
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3
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1.3.
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International models of services marketing.
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9
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4
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4
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0
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5
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1.4.
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Understanding the service consumer.
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9
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4
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2
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2
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5
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Sub-total, part 1.
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25
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12
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10
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2
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13
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PART 2. Services marketing mix
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2.1.
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Services Marketing mix: Process.
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10
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4
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2
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2
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6
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2.2.
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Services Marketing mix: People.
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10
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4
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2
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2
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6
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2.3.
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Services Marketing mix: Physical evidence.
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10
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4
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2
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2
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6
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2.4
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Service quality.
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10
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6
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2
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2
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4
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2.5
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Services Marketing mix: Promotion.
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10
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4
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2
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2
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6
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2.6
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Services Marketing mix: Place.
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10
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4
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2
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2
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6
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2.7
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Services Marketing mix: Price.
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10
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4
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2
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2
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6
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Sub-total, part 2.
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70
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30
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14
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14
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40
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PART 3. Competing as a service firm
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3.1
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Service recovery.
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2
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2
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1
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1
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0
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3.2
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The customer retention system.
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2
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2
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1
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1
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0
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3.3
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Managing capacity and demand.
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3
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2
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1
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1
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1
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Sub-total, part 3.
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7
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6
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3
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3
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1
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| TOTAL |
102
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48
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27
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19
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54
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3.2. Detailed plan of classes
Date_____ Тime______
Introductory lecture. Course description: aim of the course, course content, course outline,
examination arrangements. Case & articles assignment. Starting service diaries assigments
1. Date_____ Тime______
The service revolution. The service economy. Service at the firm level. Definitions of service. Emergence of services marketing as academic discipline. Basic schools of services marketing. Areas, themes, and directions for future research.
Required literature:
1. Lovelock and Wirtz, Chapter 1.
2. Berry L. & Parasuraman (1993). Building a new academic field—the case of services
marketing.
3. Heskett, J. (1987). Lessons in the service sector.
4. Berry L (1987). Big ideas in services marketing.
5. Gronroos C. (1983). Seven key areas of research according to the Nordic school of services
marketing.
6. Upah et al. (1983). Emerging themes and directions for services marketing
Case & Articles presentations (session 1)
Case presentation by Team 1: Sullivan's auto world.
Articles presentation by Team 2.
2. Date_____ Тime______
International models of services marketing. Conceptualization of services marketing by John Rathmell. Triangle model of Philip Kotler. SERVUCTION model of P. Eiglier and E. Langeard. The "7P" model of Mary J. Bitner. The "8P" model of С Lovelock. The Nordic school model. Required literature:
1. Lovelock and Wirtz, Chapter 1
2. Lovelock, C. (1992). A basic toolkit for service managers.
3. Gronroos C. (1982). An applied service marketing theory.
4. Gronroos C. (1983). Innovative marketing strategies and organization structures for
service firms.
3. Date_____ Тime______
Understanding the service consumer. The three-stage model of services consumer behavior. Models of consumers' decision-making process. The consumer as a risk taker. The disconfirmation paradigm. The consumer as a rational mathematician. The consumer as a partial employee. Importance-performance analysis of service customer satisfaction.
Required literature:
1. Smith R. Script-based evaluation of satisfaction with services.
2. Bitner M. et al. Critical service encounters: The employee's viewpoint.
3. Murray K. A test of services marketing theory: Consumer information acquisition
activities.
Bateson J. (1983). The self-service customer—empirical findings.
Lovelock and Wirtz, Chapter 2.
Case & Articles presentations (session 2)
Case presentation by Team 2: Courtyard by Marriott.
Articles presentation by Team 1
4. Date_____ Тime______
Services Marketing mix: Process. Multiattribute model for services. Classification of services. Service encounters. Services marketing flowcharting. Service Blueprinting. Service process reengineering. Concept of new service. Interactive marketing.
Required literature:
1. Kingman-Brundage, J. The ABCs of service blueprinting.
2. Lovelock, C. (1992). A basic toolkit for service managers.
3. Lovelock, C. (1983). Classifying services to gain strategic marketing insight.
4. Grove & Fisk (1983). The dramaturgy of services exchange.
5. Bitran & Hoech (1990). The humanization of service: respect at the moment of truth.
6. Lovelock and Wirtz, Chapter 4
5. Date_____ Тime______
Services Marketing mix: People. People as the product. Managing the customer-contact personnel interface. Human recourses policies and the customer. Human recourses policies and climate or culture. Concept of internal marketing. Empowerment and enfranchisement.
Required literature:
l.Bartlet and Ghostal (2002). Building competitive advantage through people.
2.Scheider and Bowen (1992). Personnel and human resources management in the service
sector.
3. Berry and Prasuraman (1991). Marketing to employees.
4. Hartline and Ferrell (1999). The management of customer-contact service employees.
5. Lovelock and Wirtz, Chapter 11
Case & Articles presentations (session 3)
Case presentation by Team 3: Ten service workers and their jobs.
Articles presentation by Team 4.
6. Date_____ Тime______
Services Marketing mix: Physical evidence. Physical evidence as a source of differentiation. The impact of physical evidence on customers and employees. The servicecapes model of Mary J. Bitner. Sight, sound, and scent appeals studies. Spatial layout and functionability.
Required literature:
1. Baker et al. The influence of store environment on quality inferences and store image.
2. Bitner, M (1992). Servisecapes: The impact of physical surrounding on customers and
employees. JM 56, #2.
3. Bateson & Hofman (1999). Chapter 6, "Physical setting".
4. Lovelock and Wirtz, Chapter 10
MID TERM EXAM (Service diaries assignments are due).
7. Date_____ Тime______
Service quality. The Nordic school concept of service quality. American model of service quality. TQM. Measuring service quality: SERVQUAL, SERVPERF, "Mystery shopping".
Required literature:
1. Parasuraman et al. (1985). A conceptual model of service quality.
2. Zeithaml et al. (1988). Communication and control processes in the delivery of service
quality.
3. Berry et al. (1989). Five imperatives for improving service quality.
4. Hemmasi, V. (1994). Measuring service quality for strategic planning and analysis in
service firms.
5. Johnson R. The determinants of service quality: satisfiers and dissatisfiers.
6. Cronin &Taylor (1999). Measuring service quality.
7. Brown et al. (1999). Improving the measurement of service quality.
Lovelock and Wirtz, Chapter 14.
Case & Articles presentations (session 4)
Case presentation by Team 4: Singapore airlines
Articles presentation by Team 3
8. Date_____ Тime______
Services Marketing mix: Promotion. Setting communications strategy for services. Defining the target audience for service communication. Dividing the communications objectives and target audiences among the channels.
Required literature:
1. Turley & Kelley A comparison of advertising content: business to business versus
consumer services.
2. Shostack G. L. (1977). Breaking free from product marketing. JM (April).
3. Lovelock and Wirtz, Chapter 5
Case & Articles presentations (session 5)
Case presentation by Team 5. Nordstrom stores Articles presentation by Team 6
9. Date_____ Тime______
Services Marketing mix: Place. Back office and front office. Service business unit placement. Service delivery strategies.
Required literature:
1. Lovelock С (1991). The search for synergy.
2. Lovelock and Wirtz, Chapter 7.
10. Date_____ Тime______
Services Marketing mix: Price. Time-dependent capacity and its impact on pricing. The nature of
service costs. The nature of service demand. Multiple services and price bundling.
Required literature:
1. Lovelock and Wirtz, Chapter 6
2. Bateson & Hofman (1999). Chapter 9 "Service pricing policy"
Case & Articles presentations (session 6)
Case presentation by Team 6. The parker house.
Articles presentation by Team 5.
11. Date_____ Тime______
Service recovery. Switching behavior. Service complaints experiences. Loyalty programs. Required literature:
1. Dowling and Uncles (1999). Do customer loyalty programs really work?
2. Keaveney S. (1999). Customer switching behavior in service Industries.
3. Tax et. al. (1999). Customer evaluation of service complaint experience.
4. Lovelock and Wirtz, Chapter 13.
12. Date_____ Тime______
The customer retention system. Defection management. Service guarantees.
Required literature:
1. Reichheld & Sasser (1990). Zero defection: quality comes to services.
2. Katz et al. (1991). Prescription for the waiting in line blues.
3. Hui and Tse (1999). What to tell customers in Waits of different lengths.
4. Taylor S. (1995). The effects of filled waiting time and service provider control over the
delay on evaluation of service.
4. Lovelock and Wirtz, Chapter 13.
Case & Articles presentations (session 7)
Case presentation by Team 7. Ford & Dumesic (1983).
Articles presentation by Team 8.
13. Date_____ Тime______
Managing capacity and demand. Strategy and integration.
Required literature:
1. Lovelock, C. (1992). Strategies for managing capacity-constrained services
2. Weatherly & Tansik (1993) Managing multiple demands.
3. Jong et al., (2004). Antecedents and consequences of the service climate in boundary-
spanning self-managing service teams.
4. Lovelock and Wirtz, Chapter 9.
14. Course summary and overview
14:45-16.15 Case & Articles presentations (session 8)
Case presentation by Team 8. Centel of Virginia
Articles presentation by Team .
FINAL EXAM
4. EVALUATION SYSTEM
4.1. Current evaluation
The mid-term exam will cover material in Parts I and II and will consist of short answer and multiple choice questions. The date for the mid-term exams will be announced at least ten days in advance.
4.2. Final evaluation (exam)
The purpose of the final exam is to test students’ understanding of course concepts and their ability to apply these concepts. The final exam will cover partially material Parts I and II, and in a larger extent material in Part III. The exam may include multiple-choice answers, short answers, essay and short case analyses.
4.3. Grading system
Grading:
Mid-term Exam 10%
Final Exam 60%
Service Diary 10%
Case presentation 10%
Article review & presentation 10%
Attendance:
Students are expected to attend all the scheduled class sessions except in the case of illness or emergency.
Make-up Exams/Late Work
Make-up exams will only be given for University-excused absences as outlined in the
University Rules and Regulations. The student must inform the instructor before (or the day
of) the examination.
Scholastic Dishonesty
All work is to be done individually. Scholastic dishonesty will not be tolerated. The full
consequences of scholastic dishonesty will be pursued, consistent with the university rules. It is the responsibility of the students and instructors to help maintain scholastic integrity at the
university by refusing to participate in or tolerate scholastic dishonesty.
IMPORTANT NOTICE If you have any kind of disability please check with us so we can take necessary actions in the first week of the semester.
4.4. Sample of exam assignment
Sample question 1. Refer to Table 1. Which airline will be preferred by consumer? Explain what kind of model of consumer behavior you used for your conclusion and show your calculations.
Table 1. Consumer evaluation of three airlines
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Evoked set of brands
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Importance weight
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Attributes
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British Airways
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Continental
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SAS
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1. Safety
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5
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4
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3
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5
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2. Flight time
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4
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4
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4
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4
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3. Cabin crew
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3
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4
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5
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3
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Sample question 2. Services marketers in their attempts to manage fluctuations in demand suggested 6 alternative queue (lines) configurations (organization of customers and servers during service encounter). List them:
1.___________________________________________
2.___________________________________________
3.___________________________________________
4.___________________________________________
5.___________________________________________
6.___________________________________________
Sample question 3. What is the difference between Blue-printing and Flowcharting tools used by marketers to develop a new service?
Sample question 4. Explain advantages and disadvantages of implementing the empowerment strategy toward front-line employees.
5. LITERATURE
5.1. Required reading
Lovelock, Christopher and Jochen Wirtz (2004), Services Marketing: People, Technology, Strategy, the 5th ed. Englewood Cliffs: N.J: Prentice Hall.
Zeithaml, Valarie A. and Mary Jo Bitner. (2005). Services Marketing: Integrating Customer Focus Across the Firm (2nd edition) N.Y. McGraw-Hill.
Both books are available at SOM library
Lovelock, Christopher, Sandra Vandermerwe and Barbara Lewis. (1999). Services Marketing: A European erspective. Hemel Hempstead, UK: Prentice Hall Europe.
4. Bateson, J., & Hoffman, K. (1999), Managing Services
Marketing, NY: The Dry den Press.
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5. 2. Optional reading
First see Appendix 1 with the selected bibliography on services marketing literature
1. Optional Books:
1. Fitzsimmons, J.A. and M.J. Fitzsimmons (1998), "Service Management: Operations,
Strategy and Information Technology" New York: McGraw-Hill.
Very good book. Nicely analytic and quantitative in nature. Several chapters of the Zeithaml and Bitner book are based on this book.
2. Oliver, Richard L. (1997), Satisfaction: A Behavioral Perspective on the Consumer,"
New York: The McGraw-Hill Company.
This is the definitive book on satisfaction by the leading author in the field. Anyone who researches client satisfaction and loyalty should own this book, and know it by heart.
3. Rust, R.T. and R.L. Oliver (1994) (eds.), "Service Quality: New Directions in Theory and
Practice," Thousands Oaks, Sage Publications.
Targeted at researchers. A collection of separate chapters by important scholars.
4. Schneider, B. and D.E. Bowen (1995), "Winning The Service Game," Boston: Harvard
Business School Press.
A nice, practical book. Written in a convincing, easy-to-follow style. Many recommendations and suggestions.
5. Hoffman & Bateson, Essentials of Services Marketing, The Dryden Press, 2002.
Easy style written. Based on SERVUCTION model. Many figures and mini cases.
2. Recommended Articles:
1. Berry, Leonard L., Lewis Carbone, and Stephan Haeckel (2002), “Managing the Total
Customer Experience,” Sloan Management Review (Spring).
2. Berry, Leonard L. and Neeli Bendapudi (2003), “Clueing in Customers,” Harvard Business
Review (February).
3. Berry, Leonard L. and Sandra Lampo (2000), “Teaching an Old Service New Tricks,”
Journal of Service Research (February).
4. Katzenbach, Jon and Jason Santamaria (1999), “Firing Up the Front Line,” Harvard
Business Review (May-June).
5. Keaveney, Susan M. (1995), Customer Switching Behavior in Service Industries: An
Exploratory Study,” Journal of Marketing (April).
6. Meliones, Jon (2000), “Saving Money, Saving Lives,” Harvard Business Review
(November-December).
7. Meuter, Matthew, et.al. (2000), “Self-Service Technologies: Understanding Customer
Satisfaction with Technology-Based Service Encounters,” Journal of Marketing (July).
8. Seiders, Kathleen and Leonard L. Berry (1998), “Service Fairness: What It Is and Why It
Matters,” The Academy of Management Executive (May).
9. Reichheld, Frederick and Phil Schefter (2000), “E-Loyalty: Your Secret Weapon on the
Web,” Harvard Business Review (July-August).
10. Tax, Stephen S. and Stephen W. Brown (1998), “Recovering and Learning from Service
Failure,” Sloan Management Review (Fall).
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5.3. List of software, films and other multimedia used in the course
6. КРАТКАЯ ПРОГРАММА КУРСА НА РУССКОМ ЯЗЫКЕ
6.1. Наименование курса, разработчик, рецензенты
Санкт Петербургский Государственный Университет
Факультет менеджмента
Курс «Маркетинг услуг» 2007.
Разработчик: Доцент кафедры маркетинга Факультета менеджмента СПБГУ
Новаторов Эдуард Владимирович
Рецензенты:
1.
2.
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6.2. Цели и задачи курса
I. Организационно-методический раздел
Цель курса
Дисциплина “Маркетинг услуг” является одной из профилирующих в профессиональной подготовке специалистов в сфере маркетинга. Курс знакомит со спецификой и особенностями управления маркетингом в сфере услуг. Главная цель курса заключается в обеспечении понимания студентами того, как управление маркетингом неосязаемых услуг отличается от традиционной теории маркетинга.
Задачи курса
Охарактеризовать состояние и развитие сферы услуг в мировой экономике
Проследить становление дисциплины маркетинг услуг в России и за рубежом.
Изучить специфику услуги как товара
Освоить концепции качества услуги как товара и методики его измерения
Ознакомиться с методами исследования рынков услуг
Овладеть знаниями особенностей поведения потребителей и производителей услуг
Усвоить дополнительные стратегии комплекса маркетинга для продвижения услуг на рынки потребителей
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6.3. Место курса в профессиональной подготовке выпускника
Курс предназначен для студентов магистерской программы, которые уже знакомы с основами маркетинга. В соответствии с учебным планом дисциплина “Маркетинг услуг” преподается в течение одного семестра на втором году обучения. Это создает предпосылки формирования у студента маркетингового образа мышления, практических навыков, и способствует выработке убежденности в необходимости ориентации всей деятельности фирмы услуг на удовлетворение постоянно изменяющихся нужд клиентов и запросов потенциальных потребителей услуг, предоставляемых фирмой. Изучение дисциплины завершается в конце семестра презентацией анализа ситуации (кейса) по практике маркетинга услуг и сдачей письменного экзамена.
В процессе изучения дисциплины студент должен:
овладеть знаниями основ поведения производителей и потребителей на рынках услуг, методами формирования ассортимента услуг фирмы, а также управления маркетингом услуг;
ознакомиться с методами исследования рынков услуг и выбора предпочтительных сегментов рынка, с принципами формирования стратегий комплекса маркетинга в сфере услуг;
на основе анализа и обсуждения кейсов по маркетингу услуг овладеть аналитическими навыками работы для принятия решений.
6.4. Краткое содержание курса (разделы, темы, вопросы)
Раздел 1. Понимание маркетинга услуг
Тема 1.1. Революция в сфере услуг.
Характеристика сферы услуг. «Революция в сфере услуг». Роль сферы услуг в мировой экономике. Развитие сферы услуг в России. Предпосылки и становление маркетинга услуг как самостоятельной научной дисциплины. Международные научные школы маркетинга услуг.
Тема 1.2. Международные модели маркетинга услуг.
Концептуальные модели маркетинга услуг. Модель Д. Ратмела. Модель П. Эйглие и Е. Лангеарда «SERVUCTION». Модель К. Грёнроса. Модель М. Битнер «7Р». Треугольная модель Ф. Котлера. Дополнительные стратегии для продвижения услуг. Внутренний маркетинг. Интерактивный маркетинг. Маркетинг отношений.
Тема 1. 3. Поведение потребителей услуг.
Особенности поведения потребителей услуг. Гипотезы о поведении потребителей услуг. Атрибуты-детерминанты. Модели поведения потребителей услуг. Модель поведения потребителей услуг «анализ выгоды-издержки». Модель поведения потребителей услуг «парадигма не подтверждения ожиданий». Интегрированная модель поведения потребителей услуг.
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