Theory / Lab / Tutoring / Exercises Sessions
3 / - / - / -
Prerequisites
DEMAR04 - Marketing
Instruction & Examination Language
Greek
Available for Erasmus Students
Yes
Course Type
Scientific Expertise
Course Objectives - Contents
This course focuses on the analysis of the most fundamental and characteristic features of services marketing, from both an academic and business perspective. Given the importance of services in all developed economies, lectures cover a wide range of issues which are vital for understanding the most important concepts of services marketing, effective strategy design and the successful implementation of marketing practices.
Learning Results
The course comprises a review of current literature, the use of case studies to present good practices, the analysis of numerical examples and problem solving. In this way students are expected to:
- understand the socioeconomic importance of the wider service industry on the national and international level;
- identify the characteristic features of services and the way in which these affect strategy design and marketing mix;
- recognize the factors that are critical for the effective provision of services and implement improvements or redesign;
- evaluate and interpret the results of marketing activities; and
- be able to design services and relationship marketing plans and evaluate client base.
