Strategic Marketing Management
| Structure Type: | Study unit |
|---|---|
| Code: | RBS9102 |
| Type: | Optional obligatory / Basic Studies |
| Curriculum: | R-HB 2005 |
| Level: | Bachelor of Hospitality Management |
| Year of Study: | 3 (2007-2008) |
| Credits: | 3 cr |
| Responsible Teacher: | Martin, Elina |
| Language of Instruction: | English |
Learning Outcomes
The student will learn marketing management in the changing environment. He/she develops essential skills necessary in a Marketing Managers position. The student evaluates the performance of an organization in a competitive marketing environment, and formulates and implements marketing mix strategies in consumer and service markets.
Contents
Distinctive Aspects of Services Marketing.
Customer Involvement in Service Processes.
Customer Behavior in Service Setting.
Customer Satisfaction and Service Quality.
Relationship Marketing and Management.
Target Market Definition and Position.
The Place and Manner of Service Delivery.
Understanding Costs and Developing Pricing Strategy.
Managing Capacity and Demand.
Communication and Promoting Services.
Managing the Customer Service Function.
Handing Customer Complaints and Managing Service Recovery.
International Services Marketing.
The Strategic Impact of Information Technology.
Recommended or Required Reading and Other Learning Resources/Tools
Material supplied by the lecturer.
Mode of Delivery / Planned Learning Activities and Teaching Methods
Lectures and assignments.
Assessment Methods
Assignments and examination.