Service Marketing Management

Course Code
MKT 623
1.5 hours
  • Winter 22 (A)
Ross Graduate Standing, excluding PhD (& Rackham BusAd Mas)

Service Marketing Management --- The purpose of this course is to provide you with a thorough understanding of the role of services in marketing strategy and competition and how these issues guide the management of service operations. This includes an understanding of the evolution of management thought, the service customer and experience, the service operation, service employees, and alternative service strategies. We begin by describing the service economy and different strategies for service competition. The course is then structured around Gustafsson and Johnson?s (2003) framework for creating a competitive service advantage. The framework emphasizes the need to build a service culture, stay focused on a market segment, and link activities to create a competitive service advantage. We then systematically explore three integrated processes for implementing the framework: (1) service maintenance, (2) improving service performance, and (3) service innovation. We?ll explore how both traditional service-retail firms as well as business-to-business firms strive to create an effective service strategy and competitive advantage by linking activities to provide solutions to customer problems. Companies featured in the cases, lectures and readings include Continental Airlines, Disney, Dell Computers, the Dow Chemical Company, Four Seasons Hotels and Resorts, General Electric Aircraft Engines, IKEA, Northwest Airlines, Ritz-Carlton Hotels, and the United States Marine Corps.