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現在位置: ホーム シラバス(2019年度) 経営管理大学院 Specialized Subjects Service Marketing

Service Marketing

JA | EN

開講年度・開講期 後期
対象学生 Graduate
使用言語 英語
曜時限 火2
教員
  • HAN, Hyun Jeong(経営管理大学院)
授業の概要・目的 Service industry has become the dominant economic driver in the global economy and service marketing is critical for companies to take a competitive advantage in the fierce business environment. Service marketing has been recognized that the unique characteristics of services required different strategies compared with the marketing of physical goods. The purpose of this course is to provide clear understanding the basic cocepts of service marketing and to prepare students for building professional skills with various case studies from different service sectors.
到達目標 The following learning goals and objectives will be achieved by the completion of the course:
- Understand the core contribution of service marketing to the business enterprise
- Define the value of customer experience and describe major bases for segmenting customer and business market
- Describe the major types of service delivery systems and identify how the firms making strategy and marketing mix must evolve in the systems
- Identify the roles of marketing communications and discuss integrated marketing communications approach to the promotional mix
授業計画と内容 Week 1. Creating Value in the Service Economy
Case: The Four Things a Service Business must get right

Week 2. Understanding Service Consumers
Case: Maru Batting Center

Week 3. Positioning Services in Competitive Markets
Case: Airbnb, Etsy, Uber: Growing from One Thousand to One Million Customers

Week 4. Developing Service Products and Brands
Case: Eatly: Reimagining the Grocery Store

Week 5. Distributing Services Through Physical and Electronic Channels
Case: IDEO Human Centered Service Design

Week 6. Service Pricing and Revenue Management
Case: Uber Pricing Strategies and Marketing Communications

Week 7. Service Marketing Communications
Case: Casper Sleep Inc.: Marketing the “One Perfect Mattress for Everyone”

Week 8. Designing Service Processes
Case: Meru Cabs – A Spectacular Growth Story

Week 9. Balancing Demand and Capacity
Case: American Well: The Doctor Will E-See You Now

Week 10. Crafting the Service Environment
Case: Surviving SAP Implementation in a Hospital

Week 11. Managing People for Service Advantage
Case: JetBlue Airways: Starting from Scratch

Week 12. Managing Relationships and Building Loyalty
Case: Starbucks’ Loyalty Reigns

Week 13. Complaint Handling and Service Recovery
Case: We Are So Sorry: Sedang Prestige Resort

Week 14. Improving Service Quality and Productivity
Case: Pediatric Orthopedic Clinic at the Children’s Hospital of Western Ontario

Week 15. Building a World-Class Service Organization
Case: Amazon in 2019
成績評価の方法・観点 Evaluation on performance: Class participation 30 % + Case analysis 30% + Final exam 40 %
履修要件 Basic knowledge about marketing management is preferred
授業外学習(予習・復習)等 Students are required to read book chapters and case studies before coming for classes.
教科書
  • Service Marketing, Jochen Wirtz & Christopher Lovelock, (World Scientific Publishing), ISBN:9781944659011
参考書等
  • Valerie Zetithmal, Mary Jo Bitner and, Dwayne Gremler (2012). Services Marketing (6th Edition). McGraw-Hill Education.