Content

1. Concept of services and their importance in the Greek economy 2. Service classification systems 3. Quality of service 4. Customer service 5. Human Resources Management and the Marketing Perspective 6. The role of the organization of service processes in shaping the customer experience 7. Managing the product portfolio of a service business 8. Service invoicing 9. Communication strategies 10. Communication campaign 11. Trading Strategies 12. Distribution management for service companies 13. Marketing of industrial services. A combination of teaching and learning methods will be used, aiming at the active participation of the students and the practical application of the thematic units under examination; there will also be lectures using audiovisual media, discussions, and analyses of case studies on real business issues, experiential (group) activities, as well as projections of relevant videos. The students will also undertake an individual or group project. Furthermore, articles, audiovisual lecture materials, web links/addresses, useful information, case studies and exercises for further practice are posted in digital form on the AUA Open e-Class platform.

Learning results

Learning Outcomes

The aim of the course is:

The service sector is the dominant economic power at global level, and management and marketing practices in this area are rapidly expanding and evolving. The purpose of this course is to give participants an understanding of the specifics of service marketing as opposed to product marketing. Then they will understand the impact of marketing on consumer behavior. The ultimate goal is to deepen management and marketing practices. Starting with the presentation of the key features of the services they will learn how they affect key strategic issues in the services. Issues related to service quality, service excellence, the importance of service business employees, the importance of the service area, and the production processes of the service will be discussed. Therefore, Issues related to strategic placement and communication, service pricing, and the creation and management of long-term customer relationships will also be studied.

Upon successful completion of the course, the student will be able to:

• Understand the multilevel effects of service specifics and know their management mechanisms and techniques.
• Understand the meaning and importance of customer service excellence and know the factors that can lead a service company to deliver excellent customer service.
• Evaluate the best strategy on a case-by-case basis and know how to implement it.
• Analyze loyalty and loyalty schemes design.
• Compare management and marketing data for each location where the service is provided.

General Competences
Adapting to new situations
Decision-making
Working independently
Teamwork
Working in an international environment
Working in an interdisciplinary environment
Production of new research ideas Teamwork
Project planning and management
Respect for difference and multiculturalism
Respect for the natural environment
Showing social, professional, and ethical responsibility and sensitivity to gender issues
Criticism and self-criticism
Production of free, creative and inductive thinking

Bibliography

Suggested Bibliography in Greek Language: ● Γούναρης, Σ. & Καραντινού Κ. (2014), Μάρκετινγκ Υπηρεσιών, Εκδόσεις Rosili. ● Αυλωνίτης, Γ., Τσιότσιου, Ρ. & Γούναρης Σ. (2015), Μάρκετινγκ Υπηρεσιών, Broken Hill Publishers Suggested Bibliography in English Language: ● Fisk, Raymond P., Grove, Stephen J. & John, Joby (2013), Services Marketing Interactive Approach, Fourth Edition, Southwestern Cengage Learning. ● Lovelock, C. H. & Wirtz, J. (2007), Services Marketing: People, Technology, Strategy, Sixth Edition, Pearson, Prentice-Hall. ● Wirtz, Jochen, Chew, Patricia & Lovelock, Christopher (2012), Essentials of Services Marketing, Second Edition, Pearson Education. Related academic Journals: ● Journal of Services Marketing ● Journal of Professional Services Marketing ● Journal of Financial Services Marketing Instructor's Notes

Web Υπηρεσίες

NEWSLETTER

The Department was created in 2019 (article 20, Law 4589/2019) and is an evolution of the Supply Systems Management Department (D.S.E.). Housed in a 770 sq.m. building. within a plot with a total area of 8,000 sq.m. in facilities with extensive research and teaching spaces.