Current Topic: Service and Technology Marketing
Master – Winter Term – 5 CP – Teaching Assistant: Alexander Kies
Language
English
Content description
Overall goal: The course focuses on the challenges of service marketing in a high-tech environment. The attraction, retention, and building of strong customer relationships through quality service and innovative technologies are at the heart of the course content.
Fundamentals of Service Marketing
- Understanding how service companies are impacted through technology innovations
Service / Technology Audit:
- Each individual/group will be responsible for a marketing audit of a service/and or high-tech organization. The audit will be a two-step process.
- Step one will consist of a situational analysis and problem area assessment.
- Step two will delve further into problem analysis and will conclude with recommendations for improvement and growth
Learning Objectives
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After successfully completing this course, the student will have acquired the following learning outcomes:
Knowledge / Understanding:
a) understand the “service and technology element” in marketing;
b) have profound knowledge about high-tech services that are characterized by high levels of market, technology and competitor uncertainty;
c) understand decision frameworks and strategies that reflect best-practices in the area of high-technology service marketing;
d) understand the strategy and culture of high-tech service companies.
Abilities / Skills:
a) study and analyze the role of services and technology provided by organizations through the means of a service/technology audit;
b) assess firm strategies related to successful marketing of high-tech products and services;
c) learn about relationship marketing and service failure/recovery issues, as well as technology acceptance drivers in different industries.
Competencies:
a) identify high-technology products and service innovations;
b) master the market research tools employed to understand consumer behavior in high-tech markets;
c) apply various promotional tools and techniques to build brand equity for high-tech products and services
Preliminary Schedule
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Session 1
10.00-11.30 Zoom |
Session 2
10.00-13.00 Zoom
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Session 3
10.00-13.00 Zoom
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Session 4
10.00-13.00 Zoom
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Session 5
10.00-13.00 Zoom
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Session 6
10.00-13.00 Zoom
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Session 7 3.02.2021 10.00-13.00
EXAMINATION
Zoom
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Service and Technology Marketing Kick-off and Service Leadership Project Kick-off
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The Customer Gap Recap
Case Study I
Service Leadership Project
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The Listening Gap Recap
Case Study II
Service Leadership Project
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Service Design and Standard Gap Recap
Case Study III
Service Leadership Project
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The Service Performance Gap Recap
Case Study IV
Service Leadership Project
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The Communication Gap Recap
Case Study VI
Service Leadership Project
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Service Leadership Project Presentation
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