Much of world economy today is dominated by services. The distinctive nature of the services sector comes from their very intangibility, which impacts their conception, design, communication, delivery, and purchase and consumption. Other characteristics of services like heterogeneity perish ability and simultaneity also increases the complexities of management.
These problems encountered in service businesses need to be articulated and tackled by managers. The course aims to provide insight to concepts related to management and marketing of services. Course offered by Department of Business studies, Aarhus School of Business, AU.
Period
01-08-2011 - 19-08-2011 (3 weeks)
Target group
Seats are distributed according to: Relevant education (BSc and BA) Achieved ECTS Grade point average on the achieved ECTS
Course aim
The course aims to provide insights into: Concepts related to management and marketing of services Application of concepts of CRM, Customer loyalty and retention, service encounters, service characteristics, value creation, customer involvement, demand and supply management and service recovery. Understanding service quality, its measurement and management Service design through marketing research and blueprinting for efficient delivery Internal marketing Use of emerging Technologies to enhance services
Credits
5.0 ECTS credits
Course fee
EUR 0Visit website for information regarding fees
Course leader
Vinita Sahay
Aarhus University International Centre
Address: Hoeg Guldbergs Gade 4, building 1650 Aarhus C
Postal code: 8000
City: Aarhus
Country: Denmark
Website: http://www.au.dk/summeruniversity
E-mail: SummerUniversity@adm.au.dk
Phone: +45 8942 2320
Service Marketing
