Download Marketing in the Service Economy

Marketing in the
Service Economy
Autumn 2016
Communication
GUL!!
[email protected]
The schedule
Course
project:
lectures
and
study
visits
H
A
N
D
I
N
Cases:
lectures
and
presentations
Week 35
Introduction,
getting
started…
Week 36
Week 37
Week 38
Case 1:
Prosumption in
the digital
context
Case 2:
Trust and
relations in the
financial sector
Case 3:
Servicescape
and
storytelling
28/9
Course project
• Subject for tomorrows’ lecture
• Theoretical content: place branding
• Topic: AVENYN
• Take a stroll down the street and get to know
the subject of your project!!
Examination
• 55% of grades from individual course project
(A-F)
• 45% of grades from 4 case hand-ins (in
groups of 3-4 students)
– Case 1: 9 points
– Case 2-4: 12 points
– Smaller part from presentations
The services industry
- Increasingly important!!
- But is size and relative importance for GDP what matters for us as marketers?
Vargo & Lusch:
”Perhaps one of the most frequently stated misconceptions about ServiceDominated logic is that it is justified by the fact that many national economis have
now become ”service economies”. […] Service-Dominated logic says that the
application of competences for the benefit of another party – that is, service – is
the foundation of all economic exchange. Thus, even when goods are involved,
what is driving economic activity is service, applied knowledge.”
Vargo & Lusch:
”The central notions of Service-Dominated logic are that fundamental to human
well-being, if not survival, is specialization by individuals in a subset of
knowledge and skills and exchanging the application of these resources for the
application of knowledge and skills they do not specialize.”
The service industry
Intangibility
Inseparability –
simultaneous
production and
consumption
Heterogeneity
Perishability
Case 1 – the Master in marketing
An extraordinary experience can be many things…
Knowing what an extraordinary experiences is
– how can this knowledge be incorporated in
the marketing of a Master programme?
Case 1 – the Master in marketing
Case 1
1. How can an extraordinary experience be defined?
2. How would you market a master-course in marketing using the same
experential approach? Provide an answer without words. Be creative!
The first answer is to be handed in on Friday 2/9 (e-mail to Jeanette, approx.
2 pages) and the second is to be visualized in class on the same day.
Remember:
no words and have fun!
Case 1 – the Master in marketing
Two good articles to start with when approaching experiences marketing are:
Mossberg, Lena, 2007, “A marketing approach to the tourist experience”,
Scandinavian Journal of Hospitality and Tourism, Vol. 7, No. 1, pp. 59-74
Arnould, E.J. and Price, L.L., 1993, “River magic: Extraordinary experience and
the extended service encounter”, Journal of Consumer Research, Vol. 20, No.
1, pp. 24-45