AM303306 Service- and Relationship Marketing
Semester: Fall
Credits: 7.5 ECTS
Language of instruction: English
Target Audience: Export Marketing, Business Administration or similar
Prerequisites: Marketing, Organisation and Management, Introduction in International Marketing and Corporate Strategy - or similar background knowledge
Objectives:
-To provide knowledge about the concepts used in the field and the way of thinking with respect to service- and relationship marketing, particularly the Nordic School, that is networks, relationships and interactions
-To integrate the field with other marketing subjects of the study
-To get insight in how service- and relationship marketing can be practically usable in real life.
Topics
Service society
Services and service quality
Service marketing and profitability
Service management systems
Strategic management and marketing of service businesses
Internal marketing
Why is strategic personal development important?
The client as customer – the customer as co-producer
Image/identity/reputation
Corporate culture and business philosophy as management instruments
Change and leadership
International marketing of services
What is relationship marketing all about?
Relationships in marketing (the classical market relationships, special market relationships, mega relationships: relationship above the market, nano relationships: relationships below the market)
Models, concepts and measurements in relationship marketing
A closer look at relationship marketing (the marketingmix theory, service marketing, the notion of networks, quality management)
Relasjonship marketing and consequevenses for marketing in practice
Service marketing, relationship marketing and corporate strategies, i.e. newer appoaches that bring the fields closer together
Instruction
Lectures, exercises (cases) with group presentations in the class - all in English.
Mandatory Assignments
Each member of the group has to participate in at least 80% of the classes (lectures, case presentations, discussions in class) as a prerequisite for the group's individual guidance by the lecturer.
Evaluation
A group work (paper) that is handed in for approval. The paper is then presented, defended and discussed. Each member of the group has to participate and is also asked questions. The grade obtained in the subject (individual grade) is based on the oral examination based on topics from the group work (paper) as well as from other parts of the syllabus of the subject.
Supporting material at the exam:
The group work (the paper).
Grades
A - F, where the grade F represents Failure
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