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MA21 Marketing and Management of Services 6 op

MA032033, Markkinointi, Turun kauppakorkeakoulu

Kurssi on peruttu vähäisen ilmoittautuneiden määrän vuoksi!


The course emphasizes the increasingly important role of services in different industries, and offers a customer-oriented perspective to service marketing. It discusses the basic aspects of service business, explains the main challenges faced by both the service providers and the customers, and teaches how to overcome those challenges.


In developed countries, service sector account for around 70% of the total economies, and is the major source of employment. Hence, it is crucial to understand the basics of marketing and management of services. This course offers learning on the principal features of service business, and the related marketing and management challenges and their solutions. In addition to learning the theories and concepts, the course put high emphasis on developing students? real-life problem-solving abilities. After completing the course, students should able to: 1. Understand the importance and role of service business 2. Know the key concepts of service marketing and management, and how to apply them 3. Become familiar with the special features of the services which require professional knowledge and skills


Students will read selected book chapters and scientific articles. Solving one case in group and final assignment.


The course consists of 24 hours of face-to-face learning. Each session is 4 hours long, which contain both lectures and solving case-based problems, both individually and in groups. Active participation from the students is required, and **students can miss maximum one lecture.** **Spring semester 2020, period III (7 January - 16 February 2020)** ti 21.1. klo 16.15-19.30 ke 22.1. klo 16.15-19.30 ti 28.1. klo 16.15-19.30 ke 29.1. klo 16.15-19.30 ti 4.2. klo 16.15-19.30 ke 5.2. klo 16.15-19.30 Lectures are organised at Turku School of Economics (Rehtorinpellonkatu 3)



The evaluation of the course will be based on in-class participation (50%) and final assignment (50%)


1. Grönroos, Christian. Service management and marketing: managing the service profit logic. 4th ed., John Wiley & Sons 2015. 978-1-118-92144-9 2. Lovelock, Christopher; Wirtz, Jochen. Services marketing people, technology, strategy. 8th ed., World Scientific, New Jersey 2016. 978-194-4659-00-4


Mekhail Mustak


Turun yliopisto, Turku


[Education manager Merja Brunnsberg]( https://www.utu.fi/fi/avoin-yliopisto-opetus/opintoneuvonta-ja-yhteystiedot), merja.brunnsberg[at]utu.fi [Student services secretary Elina Iso-Ilomäki]( https://www.utu.fi/fi/avoin-yliopisto-opetus/opintoneuvonta-ja-yhteystiedot), elina.iso-ilomaki[at]utu.fi


Ilmoittautuminen on päättynyt.


90,00  €

Payment for studies should be paid within 24 hours after the registration using online bank or otherwise the registration is cancelled. In case an online net bank payment is not possible, the student must contact Student Services Secretary in advance before registration (we charge 15 euros extra for paper invoice).