MARKETING; Consumer and Service Marketing C10/D10,10 credits Syllabus, course C10/D10 Business Administration, 10 cr (Advanced level) Course code: FEKC81 Responsible Department: The Dept of Business Administration Subject: Business Administration Level: C/D Field of education: Social Science This course is a course at the C/D-level in a BSc- or a MSc-degree at the University of Umeå. The course can also be included in the study programme in Business Administration and Economics at the Umeå Business School. 1. Resolution to arrange the course The course is established by the Faculty of Social Science at Umeå University and the syllabus was confirmed by the Board of Business Administration on November 13 2001. 2. Objective and contents The purpose of the course is to gain knowledge in two main market cate- gories, the consumer market and the service market. Within these market categories the course aims to give knowledge and training in analysing different marketing situations and in developing marketing strategies. Module 1 Consumer Marketing (5 credits) Objectives: * To gain knowledge in theoretical frameworks for consumer behaviour * To gain skills in analysing consumers behaviour * To gain skills in analysing and implementing different marketing strategies such as pricing, product, distribution and promotion to reach marketing objectives * To develop an understanding of the role of consumption in society Marketing begins and ends with the consumer. The consumer's needs and wants indicate to companies what products should be produced and marketed. The consumer's buying decisions also indicate how well products fulfil their needs and wants. Knowledge about how the consumer, or segments of consumers, buys is essential for the marketing function in a company. This module therefore emphasises knowledge about theoretical models for analysing consumer behaviour. Especially important is the relation between consumer behaviour and marketing strategies. The marketing-mix decisions in a company have to be adapted to consumer behaviour to be effective. Therefore, this module also emphasises strategies for pricing, products, promotion and distri- bution and the how these strategies relate to different consumer behaviour and market segments. Module 2 Service Marketing (5 credits) Companies in the service sector constitute the largest and fastest growing type of companies in the world economy, and the international trade with services is undergoing a liberalisation. Production of services (both direct and indirect) is constantly increasing in the society and this increase is noted both in the private and in the public sector. The service sector has now been acknowledged both by practitioners and by academics. The course in Service Marketing is suitable for students who are interested to know more about the problems and possibilities when it comes to mar- keting of service companies, and other service organisations. The aim of the course is to give deeper knowledge about marketing of services. Five themes will be highlighted both on lectures and in own assignments: * Strategic marketing in service companies * The effect of relationship marketing on customer satisfaction * The basis and effects of service quality * The service customers experience of service quality * The service customers learning of expectations. The arrangement of the course The process of learning is based on lectures, assignments and discussions. The major part of the learning process is done by the student's own en- gagement in his/her own assignments, individual or in groups. Examination Attendance at presentations and seminars are required to pass the course. The course is examined through assignments and a literature check. For the grading the students' * ability to understand the theories from the literature * problem presentation, and the structure and arguments used in discussions * ability to include marketing applications in the discussions will be in focus. The completion of the course shall be done at latest two weeks after the ending date of the course. The following grading system is used: Pass with distinction (Väl godkänd), Pass (Godkänd), and Fail (Underkänd). 3. Prerequisites To get access to the course the student has to have at least 30 credits out of the A- and B-level in Business Administration, A 20 credits and B 20 credits. Exchange students require a minimum of 40 credits from the A-and B-level courses in Business Administration for entry to the course. It corre- sponds to 60 ECTS-credits in basic courses in Business Administration (Management,Accounting,Financial Investments,Cost Accounting and Marketing) 4. Teaching disposition The core topics of the course will be covered by lectures and seminars. The students will also meet guestlecturers and case studies. Guest lectures might be used in examination. The students will on several occasions be asked to make oral and written presentations. The students will be expected to take an active part in lectures, seminars and in the cases presented. 5. Examination Attendance in seminars and case presentations are required to pass the course. Written term paper (PM) and a written comprehensive examination (tentamen) are also required on each module. The following grading system is used, Pass with honours (Väl godkänd) Pass (Godkänd) and Fail (Underkänd) When a student has failed an examination on two occations, he or she has a right to have another grading teacher. A written request should be handed to the director of studies no later than two weeks before the next examination opportunity. Swedish-speaking students should for additional information on this head- line and the next section refer to the syllabus "Företagsekonomi C10/D10" confirmed by the Board of Business Administration 2001 or later. Further information about "muntan" can also be obtained from the student counsellor. 6. Utilisation et cetera In cases where there are applicants from the ERASMUS exchange programme, the course language will be English. Otherwise, parts of the course may be taught in English. Information on language aspects can be obtained from the student counsellor. 7. Readings and other material Business Administration C10/D10, MARKETING ; Consumer and Service Marketing,10 credits Module 1 Consumer Marketing (5 credits) Department of Business Administration, Articles. Studentexpeditionen. Solomon Michael., Consumer Behaviour : buying, having and being. 4.ed. Upper Saddle River, N.J. : Prentice Hall 1999 ISBN 0-13-081255-2 (hft.) Reference readings Kotler, P., Marketing Management : analysis, planning implementation and control. Upper Saddle River, NJ : Prentice Hall 1999 ISBN 0-13-012217-3 Module 2 Service Marketing (5 credits) Lovelock, C., Vandermerwe, S., Lewis, B. Service Marketing. A European Perspective Prentice Hall. ISBN 0-13-095991-X Article compendium in service marketing: (Student Office/Student- expeditionen), own additional literature found at the university library through books, academic articles, etc., to be able to complete the assignments: Day and Nedungadi. Managerial Representations of Competetive Advantage. Journal of Marketing side 31-44 Gummesson. Kvalitetsstyrning i tjänste- och serviceverksamheter. Utdrag ur forskningsrapport 91:7 sid 105-127 Edvardsson. begreppen tjänst och kvalitet samt trender inom tjänste- kvalitet. Grönroos. From Marketing mix to relationship marketing. Management Decision side 4-20. Zeithaml mfl. Problems and Strategies in Service Marketing. Journal of Marketing side 33-46. Vandermerwe and Gillbert. Making Internal Service Market Driven. Business Horizon side 83-89. LaTour. Cultural Anchoring in the service sector. I Journal of Service Marketing side 29-34. Yoon m fl.The Effects of Information and Company Reputation on Intentions to Buy a Business Service. Journal of Business review side 215-228. Bitner. Servicecapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing side 57-71. Thomas. Strategy is different in service businesses. Service Industries side 158-165. Evans and Laskin. The Relationship Marketing Process: A Conceptualisation and Application. Industrial Marketing Management side 439-452. Perrien mfl. Dissolution of a relationship - The salesforce Perception. Industrial Marketing Management side 317-327. Shani and Chalasani. Exploiting Niches using relationship Marketing. I Journal of Consumer Marketing side 33-42. Perrien mfl. The implementation of relationship Marketing in Commercial Banking. Journal of Marketing side 141-148. Liljander mfl. Different Comparison Standards as Determinants of Service Quality. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior side 119-132. Parasuraman mfl. A Conceptual model of service Quality and its Implications for Future Research. Journal of Marketing side 41-50. Mägi and Julander. Perceived service quality and customer satisfaction in a store performance framework: An empirical study of Swedish grocery retailers. Journal of Retailing and Consumer Services side 33-42. Johnson m fl. Expectations, perceived performance, and customer satis- faction for complex services: The case of bank loans. I Journal of Economic Psychology side 163-182. Ostom and Iacobucci. Gender differences in the impact of core and Relational Aspects of Services of the evaluation of Service Encounter. I Journal of Consumer Psychology side 257-286. Iacobucci m fl. Distinguishing Service Quality and Consumer Satisfaction: The Voice of the Consumer. I Journal of Consumer Psychology side 277- 303. Halstead. Five Common Myths about Customer Satisfaction Programs. Journal of Service Marketing side 4-12 Maximising Satisfaction and Managing Dissatisfaction in Mental Health and human services. I Health Marketing Quarterly side 29-36. Additional articles might be added in class. Reference readings Grönroos, C., (2000) Service Management and Marketing: A Customer Relationship Management Approach Wiley, John & Sons Incorporated ISBN 0-47-172034-8 Umeå University, Department of Business Administration, 901 87 Umeå Phone: 090-786 50 00 vx. Fax: 090-786 66 74. .