No pre-requisities are compulsory. It is recomended to have earned credits in SSME obligatory subjects.
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
Fields of study the course is directly associated with
there are 33 fields of study the course is directly associated with, display
The course will introduce a concept of the shift to the service-oriented economy paradigm. The stress of seminars will be laid on practical team work and case studies analysis from domain of information technologies.
At the end of the course students should be able:
to understand marketing strategies of business organizations;
to understand marketing strategies within the scope of new service paradigm;
to manage marketing strategies processes from the project management point of view.
Service-oriented economy paradigm
Understanding service, markets, products and customers
Building the service model
Cooperation with customers
Promoting the Value Proposition
Positioning services in markets
Blue Ocean Strategy
Managing people for Service environment
Gummesson, E. (2008), Total Relationship Marketing, III. ed., Butterworth-Heinemann, Burlington
Demirkan, H., Spohrer, J., Krishna, V. (eds) (2011), The Science of Service Systems, Springer, New York
Lusch, R. F., Vargo, S. L. (eds) (2006), The Service-Dominant Logic of Marketing: Dialog, Debate, and Directions. Armonk, ME Sharpe
lectures, presentations and homeworks
A seminar work is required to the exam. A written examination will be took in place.
Language of instruction
The course can also be completed outside the examination period.
The course is taught annually.