LFU:online

Institut für Management und Marketing Institut für Management und Marketing

Dr. Martin Wetzels Dr. Martin Wetzels

436340

VU Tourismuswirtschaft

VU 2

5

Block

jährlich

Englisch

This course introduces master students to the peculiarities of the service industry and shows the essential drivers of competition in different service sectors on the basis of national and European developments. Students learn how to design and implement service processes by involving customers in the early stages of the service delivery process to co-create new, innovative services or to improve existing services.

This course explores methods, based on academic research, in which firms can use service as a unique selling proposition. The focus is put on the international marketplace from a European perspective. As service organizations require a distinctive approach to marketing strategy the lecture builds on the principle of marketing and expands into very specific themes covering the entire spectrum of both online and offline services, seen through many perspectives and illustrated by relevant case studies. In the seminar the theoretical knowledge of the lecture is transferred into practice. Here the focus lays on service design thinking, whereby services design is seen as a comprehensive, interdisciplinary perspective of the customers during the design of customer oriented services. Following issues are treated in the seminar: -How to implement a holistic (emotional and cognitive charged) service process design? -How to involve customers in service co-design processes? -How to jointly create value for both customers and companies through customer co-creation. -How to improve existing and discover new services opportunities? In this seminar we focus on co-creation and online marketing issues.

Case studies and mini projects, which are prepared individually or in groups not only demand the students´ ability to integrate acquired knowledge and handle complexity. Students also need to search for additional information and to formulate judgments with incomplete or limited information. Problem detection and formulation, the selection of relevant data sources and data as well as innovative reasoning in the search for problem solutions are trained. The presentation of material enhances the communications skills of the students who receive feedback by their lecturers and peers.

Excursions, executive lectures, group project, individual paper presentation, class participation, exam.

Wilson, A, Zeithaml, V.A., Bitner, M.J. and Gremler, D. (2008). /Services Marketing: Integrating Customer Focus Across the Firm./London: McGraw-Hill Higher Education.

Beginn: Mo. 11.06.12, 09.00 Uhr, SR 13