Mar­ket­ing and Ser­vice Man­age­ment Op­er­a­tions

Fagets indhold

Course aim:
Service industries play a central role in the world economy. This course aims to provide students with theories, analytical tools and practical methods to understand the specific characteristics of service management, service operations and service marketing. The course focuses on how service firms create, communicate and deliver value to customers, and how marketing and operations decisions jointly shape customer experience, service quality and competitiveness.

Course content:
The course consists of different knowledge areas within service operations, service management and service marketing. The first part focuses on understanding the specific characteristics of services, including service-dominant logic, customer participation, value co-creation, competition and strategy in service markets. Marketing is integrated through topics such as customer needs, market segmentation, positioning, value propositions, customer expectations and customer relationships.

The second part focuses on theories, tools and methods in the areas of consumer behaviour, innovation, service encounters, customer and quality management, and new service development. The third part introduces strategies for process improvement, facility and location considerations, and the relationship between operational design, market positioning and service delivery. The final part analyses models and methods to manage capacity and demand, capacity planning and queuing systems. The different theories and tools are applied using interactive exercises and practical case studies.