Service Management ConcentrationFor businesses, in any industry, service provision is a key differentiator. The implications of service provision, and how services are properly managed and marketed, are increasingly important. This course aims to understand the practical implications of the unique characteristics of services and service provision and to help address marketing and service management challenges. Building on, and expanding on, the service marketing management concept and model to show how it applies to the service sector. This concentration focuses on the special characteristics and problems of marketing in service organizations.

Main Material of Concentration Discussion:

• Introduction (overview Marketing and Service Marketing)
• Foundation of Service Marketing (Introduction to service, service from the perspective of Service dominant logics)
• Focus on the customer
• Understanding customer requirements (Listening to the customer through research, Building customer relationships and service recovery).
• Managing people for service advantage/employee role in service
• Six levels of service
• Designing service processes, balancing demand and supply, crafting the service environment.
• 7 P’s of service marketing.
• Service marketing in the digital era and service innovation & design.
• Managing service promises
• Aligning service design & standards
• Developing customer Relationships
• Complaint handling & Service recovery
• Striving for customer excellence

COMPULSORY CONCENTRATION COURSES:

MARKETING MANAGEMENT RESEARCH/MARKETING MANAGEMENT RESEARCH (3 SKS)

This course aims to prepare students to write a thesis at the Masters level and train them to be able to conduct or evaluate research as part of a career in marketing. The theoretical component of this course introduces the philosophy of quantitative and qualitative research and provides a broad understanding of basic research methods. The practical component is developing skills in reading and writing research and critical thinking, problem definition, data collection and data analysis.

MARKETING SERVICES MANAGEMENT (3 SKS)

This course aims to understand the important role of service management today and in the future. Design a quality service strategy including a framework for customer-focused management, and a strategy for how to increase customer satisfaction and retention through a service strategy. This course also discusses the management and measurement of service quality, service recovery, the relationship between customer measurement and performance measurement, service mapping, and handling cross-functional problems through the integration of marketing with disciplines such as operations and human resources.

GLOBAL MARKETING MANAGEMENT/GLOBAL MARKETING MANAGEMENT (3 SKS)

The Global Marketing Management course is designed to provide an understanding of strategies to enter the global market by understanding the global market environment (global marketing environments) such as the economic, legal, political, cultural, consumer behavior environment), research in global markets, establishing global marketing strategies and global marketing. tactics by designing the right marketing mix and marketing sustainability in a global scope.

PERSONAL VALUE CREATION AND MARKET/PERSONAL AND MARKET VALUE CREATION (3 SKS)

This course aims to develop the creativity and value creation of each student which is one of the bridges that can increase the value of an entity itself at a higher level.

MANAGING SERVICES (3 SKS)

Service touches everyone’s life. While the service management philosophy and strategy is implemented. The aim of this course is to equip students with the necessary knowledge to understand the distinctive characteristics of services and formulate good strategies to minimize quality problems.