Managing Services

INTRODUCTION:

The service business industry has positioned itself like one of the main economic engines of the first world countries (mainly in Europe and the US). Due to this fact, it is really important analyse deeply the drivers that impact in the service business.

This course presents a deep analysis in terms of interrelations which exist between marketing processes, operations, logistics and human resources in the services industry.

The course will analyse many differences in the concept of efficiency, quality, personal touch and other variables between the US, Europe and Asia. The international perspective will evaluate the most important issues to take into account in the services industry in different countries and clusters.

REQUIREMENTS:

     - Fluent in English

CONTENTS:

Unit 1: The world of services.

Unit 2: Fundamentals of Services Marketing Management.

Unit 3: Buyer Behaviour and Segmentation.

Unit 4: Service relationships and Brands.

Unit 5: Service Quality.

Unit 6: Market Strategies for Service Organizations.

Unit 7: Internationalising Services.

Unit 8: Services and E-Services.

Unit 9: Service Innovation.

Unit 10: People, Process and Physical Evidence.

Unit 11: Creating the Service Experience: Price, Promotion and Place.

Unit 12: Implementation and Control

Unit 13: Case Studies.
     - Risk has no religion.
     - Low cost, no frills airlines.
     - Starbucks.
     - Benihana of Tokyo