Services Marketing

Aims of the course

- To upgrade basic knowledge acquired at courses Principles of Marketing and Human Resources Management.
- To inform students about relevance of Services sector in the economy and about marketing challenges of services.
- Comprehensive elaboration of extended marketing mix elements at services marketing and pointing out problems at understanding and measuring of services quality.
- To inform students on practical examples about tools and approaches available for efficient implementation of marketing in service organizations.

Course syllabus

1. Services in the modern economy
2. Understanding Service Processes
3. Customer contact with a service company and managing service encounters
4. Service from the customer"s viewpoint and the purchase process for services
5. Productivity and quality as the main challenge for a service company
6. Managing relationships and building customer loyalty
7. Complaint handling and service recovery
8. Service positioning and new service development
9. Core service and supplementary services
10. Designing service delivery
11. Price and other costs of services
12. Marketing communication
13. Integrating marketing with other management functions

Course director(s)

  • Office Hours
  • Wednesday at 11:30 in P-329
  • Tomaž Kolar, PhD, Full Professor

  • Academic Unit for Marketing (Regular Member)
  • Academic Unit for Entrepreneurship (Associate Member)
  • Academic Unit for Management and Organisation (Associate Member)
  • Office Hours
  • Tuesday at 13:30 in P-341
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