Mar­ket­ing and Ser­vice Man­age­ment Op­er­a­tions

Course content

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 operations and key  service marketing topics.

Course content: The course consists of different knowledge areas of service operations and marketing. The first part of the course focuses on understanding services’ characteristics, service dominant logics, competition and strategy issues in services. The second part focuses on theories, tools and methods  in the areas of consumer behaviour, innovation, customer and quality management, and new service development. The third part introduces strategies for process improvement and facility and location considerations relevant to the marketing and management of service firms. 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.