The goal of the course is to provide knowledge and skills that will enable understanding of the management of processes that are significant for service organizations and foresee the challenges that arise in the management of services and their delivery with the aim of devising strategies aimed at positioning the service offer in relation to the competition.
1. Introduction to services marketing
2. The importance of services in the economy and the specificities of services
3. Types of service organizations
4. Marketing mix for services
5. Segmentation and positioning of services
6. Management of customer expectations and perception in service organizations
7. Creation of service product
8. Service quality measurement models
9. Innovation in services through practical examples
10. Communication challenges for service organizations
11. Creating a service blueprint
12. Control of service organizations and analysis of the environment
13. Shaping the service delivery environment
Quality standards in services
1. Evaluate processes significant for service organizations, especially those caused by the specificities and characteristics of services – human resource management, service quality and expectations.
2. Critically evaluate the impact of environmental variables on a service organization.
3. Assess the level of development of service delivery to users.
4. Design different strategic growth options for service organizations.
Propose improvement of the service product, delivery process and communication programs adapted to the specifics of service activities.
