Service Business and Marketing (10 cr)

Learning outcomes

The student is able to
- classify the business functions of a service company in the hospitality sector
- present the business models and business logic of a service company
- segment both business-to-business and consumer customers
- apply marketing mix in service business

Location and time

In Leppävaara according to schedule.
First class is on February 17, 2020. On that day presence is compulsory.

Materials

Laurea library has various books that are suitable for this topic and you are welcome to browse them while bearing in mind the contents of this course. Please see below for some examples.
Barden, Phil. (2013). Decoded. The Science Behind Why We Buy. Wiley.
Blythe, Jim. (2013). Consumer Behaviour. Sage.
Kahle, Lynn R. & Valette-Florence, Pierre. (2012). Marketplace Lifestyles in an Age of Social Media. Theory and Methods. Routledge.
Kahnemann, Daniel. Thinking Fast and Slow. (2011). Penguin Books.
Kotler, Philip & Armstrong, Gary. (2012). Principles of Marketing. Pearson.
Osterwalder, A. & Pigneur, Y. 2009. Business Model Generation. Amsterdam. Self Published.
Robbins, Stephen P. & Judge, Timothy A. (2016). Essentials of Organizational Behavior. Pearson.
Robbins, Stephen P., Judge, Timothy A. & Campbell, Timothy T. (2010). Organizational Behaviour. Pearson.
Solomon, Michael R. (2011). Consumer Behavior. Buying, Having, and Being. Pearson.
Soman, Dilip and N-Marandi, Sara. (2010). Managing Customer Value. One Stage at a Time. World Scientific.
Thaler, Richard H. (2015). Misbehaving. The Making of Behavioral Economics. W.W. Norton & Company Inc.
Thaler, Richard H. & Sustein, Cass R. (2008). Nudge. Improving Decisions, about Health, Wealth, and Happiness. Yale University Press.
Walden, Steven. (2017). Customer Experience Management Rebooted - Are you an experience brand or an efficiency brand? Palgrave Macmillan.

Teaching methods

Contact classes, team work, individual work.

Exam schedules

contact classes and deadlines.

Evaluation scale

Approved/Failed

Further information

This course deals with the business functions of a service company in the hospitality sector, the business models and business logic. It familiarizes students with the different phases of the marketing process and introduces the business plan, operating environments, marketing mix, segmentation, customer relationships and buying behaviour.