Marketing and Commodification of Expert Services (3cr)
Course unit code: KILA041
General information
- Credits
- 3 cr
Objective
Students will know the specific challenges of service marketing and can analyze factors affecting service quality and development. They will know how to commercialize services and develop a company's service processes.
Content
Special features of a service
Holistic services marketing model
Service quality
Commercialization and marketability of a service
Service design
Customer relationship development and management
Assessment criteria, excellent (5)
The students recognise the special challenges of marketing specialist services and are able to analyse, plan and implement specialist service marketing. They are also able to take factors pertaining to service quality and development.
Assessment criteria, good (3)
The students are able to indicate their in depth knowledge of the field's knowledge base. They are able to commercialise services and develop the organisation's service processes for business purposes.
Assessment criteria, satisfactory (1)
The students recognise the nature of expert services and the special challenges of marketing them.