Formation/Cours

At the end of the course the student should be able to :

-5.C Employ state-of-the-art management techniques.
-6.C Integrate different skills and management disciplines in support of interdisciplinary responsibilities.
– Understand the unique challenges involved in marketing and managing services, and how “service” can provide a competitive advantage in managing organizations.
– Identify and analyse the various components of the “services marketing mix” – the original 4Ps plus the physical environment, processes, and people.
– Understand and discuss key issues required in managing customer satisfaction and service quality.
– Consider the sources of competitive advantage in service businesses.
– Appreciate other key issues in service businesses such as managing supply and demand, relationship management, and the overlap in marketing/operations/human resource systems.

* Day 1:
– The Service and Relationship Imperative
– Managing Customer Relationships
– The Nature of Services
* Day 2:
– Service and Relationship Quality
– Quality Management in Services
– Customer Satisfaction – Loyalty
* Day 3:
– Principles of Service Management
– Managing Service Productivity
– Managing Marketing of Market-oriented MNGT
– Service Recovery
– Group presentations of academic articles
* Day 4:
– Managing Brand Relationships and Image
– Market-oriented Organisation
– Managing Internal Marketing
– Managing Service Culture

*Conclusions/summary: Building Relationships and Managing Expectations