Services Marketing and Strategy [ELMSM413]

Learning outcomes

This course focuses on services which represent nearly 70% of economic activity in Belgium. The course aims at achieving three main goals: 1. The knowledge and comprehension of concepts, strategies, tools and methods related to services marketing; 2. The ability to summarize and analyze a current business problem in the field of services/leisure marketing (case studies); 3. The ability to make strategic recommendations.

Content

This course, which is included in the "Services management" option, aims to broaden the scope of marketing courses in the area of services and recreation. The course discusses the traditional distinction between goods and services and considers its marketing and strategic implications. The features of specific types of services are described. A series of concepts regarding services are developed: process of servuction, relationship between service provider and client, experiential phenomena associated with the consumption of real-time services, customer satisfaction and measurement of service quality, internationalization of services...