Academic year/semester: 2025/26/2

ECTS Credits: 4

Available for: Only for the faculty’s students

Lecture hours: 2
Seminarium:0
Practice: 2
Laboratory: 0
Consultation: 0

Prerequisites: -

Course Leader: Dr. habil. Szigeti Ágota Orsolya

Faculty: Keleti Károly Faculty of Business and Management, 1084 Budapest, Tavaszmező utca 17.

Course Description:
The objectives of the course are to provide an in-depth understanding of the challenges of managing and branding high-quality services, and to familiarise students with the tools used in service and brand management, and to demonstrate their practical application.

Competences:
-

Topics:
1. Introduction, review of previous knowledge, outline of requirements
2. Service product, service trends, SDL. Basic model of service marketing, SERVUCTION model, and challenges of service management.
3. Consumer behaviour related to services. Risks. Dimensions of perceived service quality. GAP model. Customer satisfaction, customer retention.
4. The service product, standardisation, adaptation. Service quality.
5. Service differentiation, branding, brand loyalty, brand building process, brand equity models.
6. Challenges in service delivery. Franchise. Capacity management, objectification, and the impact model of the service environment.
7. Process and frontline management, opportunities for active customer policy in branding. Service Blueprint
8. The human factor in service marketing, internal marketing (employer branding), complaint-situation management.
9. Mid-term test
10. Break
11. Quality of services, SERQUAL measurements, and development of customer feedback.
12. Conference of Students\' Research Societies
13. Practical implications, Case study group presentations.
14. Mid-term retake if needed, module wrap-up, review

Assessment: Expectations: - The lectures are provided before seminars online in Moodle. The online and offline (detailed up-to-date information in Moodle) exercises, tasks are obligatory; the absence can not exceed the rate allowed in the SER. - Midterm test is in the 9th week. - Substitution test can be written in the last. week of the semester and in the first ten days in the examination period. - Students will complete five mid-term, in-class assignments, which will be uploaded to the designated platform in the prescribed format. - The case study of service marketing will be delivered in an oral presentation in the final week. Grading consists of three parts: 50 % mid-term test 20 % in class assignments 20 % case study (content elaboration), 10 % quality of presentation Type of assigments: 1. processing an assigned topic (Sharing economy) 2. churn diagnostic, retention program 3. yield management strategy, cost calculation 4. branding strategy 5. creation of a service blueprint The written test results should exceed 50%. Point limits for the grade: 0-49% did not meet (1) 50-61% passed (2) 62-73% medium (3) 74-85% good (4) 86-100% excellent (5).

Exam Types:

Test Exam

Compulsory bibliography: Teaching materials available on Moodle Wirtz, Jochen, and Christopher Lovelock. Services marketing: People, technology, strategy. World Scientific, 2021.

Recommended bibliography: -

Additional bibliography: -

Additional Information: -