Marketing as a Competitive AdvantageLaajuus (5 cr)

Objective

Students will know the special features of services marketing while understanding the importance of customer relationship thinking and customer satisfaction as a part of profitable business operations. Students will be able to use basic relationship marketing and will learn to assess and use services marketing.

Content

Special features of services
Holistic service marketing model
Service production requirements
Services marketing
Relationship marketing
Customer service relationship development and profitability

Assessment criteria, excellent (5)

The students are able to use the concepts and elements of the subject area in a variety of ways in practical work and assignments. They use concepts expertly and can justify their use. The students are able to use and compare various theories independently and critically in practical situations, direct the implementation of the assignment, work in a self-directed manner and reflect upon what they have learnt.

Assessment criteria, good (3)

The students are able to use marketing and customer relations concepts systematically and logically. The students are able to use various theories independently in practical situations, give reasons for the implementation of the assignment and choices of solutions and assess whether the solutions have been successful.

Assessment criteria, satisfactory (1)

The students are able to describe the fundamental concepts and contents of the main elements. Some uncertainty in their perception and description of the whole subject is apparent. The students are able to select suitable methods and channels for the situation and can partially employ various theories in practical situations.

Further information

5 RDI points
Work Placement 1 credit