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Service Marketing
Aarhus University
AU Summer University
| Application Deadline: | 15 March | ||
| Tuition Fee: | ≈ € 336 - ≈ € 530 (non-EEA) | ||
| Location: | Aarhus / Denmark / View location on map ▾ Hide location on map ▴ | ||
| Duration: | 19 days | Start Date: | July |
| Educational Form: |
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| Education Variants: |
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| Credits (ECTS): | 5 | ||
| Languages: | English | ||
Location of Aarhus University
Much of world economy today is dominated by services. The distinctive nature of the services sector comes from their very intangibility, which impacts their conception, design, communication, delivery, and purchase and consumption. Other characteristics of services like heterogeneity perish ability and simultaneity also increases the complexities of management.
These problems encountered in service businesses need to be articulated and tackled by managers. The course aims to provide insight to concepts related to management and marketing of services. Course offered by Department of Business Administration.
Level - Bachelor
Date 2-20 July
Lecturers
Vinita Sahay, Institute of Management Technology, Ghaziabad
VENUE DESCRIPTION
AU Summer University will take place on campus in the architecturally renowned yellow-brick buildings in the beautiful university park.
At the venue you will have access to a helpdesk and service centre. You find our Main Help Desk in the International Centre and the opening hours are 08.30-15.00 from Monday to Friday.
The International Centre is the central hub for all international and PhD activities at Aarhus University, and in the same building you find Dale's Café. Here you can buy sandwiches, coffee, snacks, and beers. With its informal lounge area this is the ideal place to relax and hang out with your fellow Summer University students.
Contents
Service Industry dominates the economic landscape of most countries and contributes over 80% of GDP in developed Economies. The distinctive nature of the services sector comes from their very intangibility, which impacts their conception, design, communication, delivery, and purchase and consumption.
Other characteristics of services like heterogeneity, perishability and simultaneity also increase the complexities of management and require greater integration of the traditionally distinct organizational functions of marketing, human resources and operations. These problems encountered in service businesses need to be articulated and tackled by managers.
COURSE OBJECTIVES
To study and learn from best practices in designing, launching and marketing of services in diverse industries such as airlines, hospitality, Retail, automotive, financial management consulting, IT, travel & tourism, utilities and higher education etc. The course aims to provide insights to:
i. To study “breakthrough” Services in order to understand the operations of successful service firms that can be benchmarks for future management practice.
ii. To develop an understanding of Service management thinking
iii. Application of concepts of CRM, creating a service culture Customer loyalty and retention, service encounters, service characteristics, value creation, customer involvement, demand and suppy management and service recovery .
iv. Understanding service quality, its measurement and management
v. Service design through marketing research and blueprinting for efficient delivery
vi. To develop an awareness of the opportunities for leveraging Information Technology and Human resources for enhancing Service firm competitiveness.
vii. Understand the role of operations in managing organizations and creating competitive advantage
TEACHING METHODOLOGY
The pedagogy for this course will be a mix of classroom lectures; experience sharing, case discussion, assignments and carrying out a comprehensive industry/research based project work.
Students are advised to come prepared for the class by reading the prescribed materials as well as by updating the cases and analyzing parallels of the cases by obtaining insights through library research, field study and personal observation
IELTS
You are normally required to take an English Proficiency Test.
Most European Universities recognise the IELTS test.
Take testRequirements
Students coming as Free-movers/non-Partner students (EU and non-EU students who do not have a bilateral partnership agreement with Aarhus University) applying for AU Summer University courses must apply by using the online form attached to each individual course. Afterwards you must hand in the required documentation for your university studies. Please remark that all freemovers are obliged to pay participation fees where as tuition fees only apply to freemovers from countries outside the EU/EEA/Switzerland.
Requirements:
1. You are expected to have the same requirements that apply to regular students. Freemovers therefore need to provide documentation for their subject levels in applicable subjects. Mathemathics if applying for courses offered by the School of Business and Social Science. Mathematics, chemistry, and physics if applying for courses offered by Faculty of Science and Technology.
2. If you are applying for admission to AU Summer University courses at Master level, you must hold a relevant Bachelor's degree (Or as a minimum 180 ECTS in your study programme)
3. An English test as you are expected to have a high level of English proficiency
English language requirements - 'English B' and 'English A'
English language requirements for applicants with a non-Danish/Nordic entry qualification.
According to the Danish Ministry of Science's Order no. 181 on Admission to Danish Universities, and the Danish Ministry of Education’s Order no. 239 on Admission to Higher Education in Denmark (The Admission Order), all applicants must, as a minimum, document English language qualifications comparable to an "English B level" in the Danish upper secondary school (Gymnasium). A few courses require 'English A', which is one level higher than 'English B'.
English language qualifications can be documented as follows:
TOEFL:
English B – Test results of at least 560 (paper-based) or 83 (internet-based test)
English A – Test result of at least 600 (paper-based) or 100 (internet-based test)
IELTS:
English B – Test results with a minimum score of 6.5 points
English A – Test results with a minimum score of 7.0 points
Cambridge/Oxford:
English B – Certificate in Advanced English (CAE)
English A – Certificate of Proficiency (CPE)
CEFR validated English language course:
English B – C1 level
English A – C2 level
”Native speakers” with an English taught qualifying exam (including applicants from USA, Canada, Australia, New Zealand and Great Britain). Applicants from all other countries (including African and Asian countries, where the exam has been taught in English) must submit a test.
Danish/Nordisk entrance examination
With an English level the Danish Agency for International Education considers comparable to a Danish B/A level in English.
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