This course is part of a Semester Programme
The Semester Course Programme has been designed for those students who wish spend a semester studying abroad. Autonomous University of Barcelona (UAB) offers students a range of classes to choose and you can take from 1 to 5 for a semester. Get more information »
Course Description
This course takes a cross-cultural approach to the service-based industry – the driving force behind first world economies – by comparing case studies in the US, Europe and Asia. A close examination of the factors that shape service businesses is provided to produce innovative and effective service marketing plans applicable to the international domain.
The relationship between marketing, operations, logistics and human resources is addressed, and the role these factors play in the development of quality, efficient services is analyzed.
- View the syllabus (45 hs. / 4.5 credits*)
Content
These are just a few of the topics addressed in this course. Please take a look at the instructor’s syllabus for a complete description of the course contents.
- The world of services
- Fundamentals of services marketing management
- Buyer behavior and segmentation
- Service relationships and brands
- Service quality
- Market strategies for service organizations
- Internationalizing services
- Services and e-services
- Service innovation
- People, process and physical evidence
- Creating the service experience: price, promotion and placement
- Implementation and control
- Case studie
* Please see Diploma & Credits section to get more info.