Advanced Marketing (in English) [ LLSMS2102 ]
5.0 crédits ECTS
30.0 h
1q
| Teacher(s) |
Swaen Valérie ;
Schuiling Isabelle (compensates Swaen Valérie) ;
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| Language |
English
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Place
of the course |
Louvain-la-Neuve
|
| Main themes |
The main topics that will be covered during the course are:
The nature of services and service consumption
Service development and design
Employees' and customers' roles in service delivery
Managing customer expectations and perceived service quality
Customer satisfaction and retention
Managing service recovery and complaint management
Pricing of services
Financial and economic impact of services
|
| Aims |
Having regard to the LO of the programme X, this activity contributes to the development and acquisition of the following LO:- 1. Corporate citizenship
1.1. 'Demonstrate independent reasoning, look critically '
2. Knowledge and reasoning
2.1. Master the core knowledge of each area of management.
2.3. Articulate the acquired knowledge from different areas
2.4. Activate and apply the acquired knowledge '
6. Teamwork and leadership
6.1. Work in a team...
7. Project management
8. Communication and interpersonal skills
8.1. Express a clear and structured message'
8.2. Interact and discuss effectively '
At the end of this course, the student will be able to:- - At the end of the course, you should be able to:
to gain an appreciation of the unique challenges inherent in marketing and managing services and delivering quality service- to learn tools/approaches to address these challenges
- to apply them to diagnose critical situations- to evaluate alternative scenarios for the company / organization in order to suggest recommendations for strategic and operational marketing decisions.
The contribution of this Teaching Unit to the development and
command of the skills and learning outcomes of the programme(s) can be
accessed at the end of this sheet, in the section entitled
“Programmes/courses offering this Teaching Unit”.
|
| Evaluation methods |
Case study preparation and active student participation in the case discussions
Individual assignments
Individual written exam
|
| Teaching methods |
General and interactive courses (including case studies analyses)
Testimonies from marketing practitioners and experts from different sectors of activity
|
| Content |
Companies try to tie up narrow contacts and to create long-lasting relations with their customers given the potential beneficial effect of these long-lasting relations on the profits of companies. The concepts which allow to characterize the relation between the company (or the brand) and its customers are called the relational concepts. These concepts appeared from the literature related to B2B and to service marketing. In this context, this course looks at theories and practice of services marketing and focuses on the challenge of managing services and delivering quality service to customers.
|
| Bibliography |
: No TEXTBOOK. SLIDES compulsory and available on line . BOOK : Alan Wilson, Valarie A. Zeithaml, Mary Jo Bitner and Dwayne D. gremler (2012), Services Marketing: Integrating Customer Focus Across the Firm, 2nd European Edition, McGraw-Hill. (or previous editions of that book) not compulsory. READING FILE compulsory and available on line Supports available on line are on ICAMPUS.
|
| Other information |
Prerequisites Basic Marketing
Evaluation : Examination and team presentation
Support : Textbook recommended and slides & cases provided through iCampus
References : Provided during the class
Pedagogic team : Professor's weekly open door
Other : -
Corporate features
X conference
X case study
X corporate guest
Techniques and tools for teaching and learning
X IT tools
X simulation
|
Faculty or entity
in charge |
> CLSM
|
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