Service Industry dominates the economic landscape of most countries and contributes over 80% of GDP in developed Economies. The course has been designed to equip students to become more effective managers of service organisations by familiarizing them with the characteristics of services, their implications on design and delivery. It also aims to highlight the role of coordinated organizational effort through marketing, human resources, operations and usage of Digital and Social Media in gaining sustainable competitive advantage. The course aims to provide insights to:Concepts related to Products & services with Service dominant LogicManaging the marketing mix of services. Consumer behavior, CRM, Customer Loyalty, Customer Life time value (CLTV).Application of concepts of service encounters, service characteristics, value creation, customer involvement, organisational/customer relationship, demand and service recovery to specific situations.Development and evaluation of strategies that foster service organisation continuity and effectiveness in a variety of contexts.Understanding service quality, its measurement and managementService design through marketing research and Blueprinting for efficient deliveryInternal marketingUse of emerging Technologies to enhance servicesApplication of Digital Marketing and Social Media marketing

Course leader
Teacher: Vinita S. Sahay: http://www.iimraipur.ac.in/pdf/vsahay.pdf

Target group
Master's level.Master's students with a background within Finance, Business and Management

Fee info
EUR 333: Price: Students holding a preapproval including exchange students do not pay for the course.ONLY Free-mover students and Tomplads students MUST pay for the course: Danish and EU/ES (tomplads): 333 EURNON-EU-ES students (free-mover): 499 EURBooks, course materials, social programme, and housing are not included in the tuition fee. Also be aware of course specific expenses mentioned in the description.

Scholarships
No scholarships available

Aarhus University
Address: International Centre, H%C3%B8egh Guldbergsgade 4-6
Postal code: 8000
City: Aarhus
Country: Denmark
Website: www.au.dk/summeruniversity
E-mail: dfs@au.dk
Phone: +4551335274