The course focuses on the unique challenges of managing a service business by blending theory and practice on marketing, innovation and design. The central areas covered are service marketing, new service development and service innovation, service design, customer expectations, perceptions and the gaps model, service delivery, service failure and recovery strategies, relationship marketing and integrated service communication and managing service promises.
Please note that the attached syllabus is subject to change.
- Teacher: Robert Ciuchita
- Teacher: Helena Liewendahl
- Teacher: Valeria Penttinen