Services MarketingLaajuus (5 cr)

Objective

Marketing a service can at times be more challenging than marketing a product. You are not selling something that is tangible; you are selling the invisible which cannot be touched or seen or tasted. Services can be tricky to market and sell, and therefore we need to have a different marketing approach for them than for products. More and more companies nowadays operate in service business, even those which we traditionally have known as industrial companies.
After completing this course you will
- recognise the basic characteristics and trends of services marketing.
- be able to take customer experience into account as one extremely important element, as it has an impact on the perceived value of the service.
- know the key models, for example gap analysis for evaluating service quality
- be able to develop services using the principles and tools of service design

Content

Contents
- the differentiating characteristics of service in comparison to physical products
- marketing thinking behind a successful services marketing
- creation and development of service and service offering
- critical elements when marketing service; service quality, service culture, customer experience, etc.