Course: Services and Relationship Marketing (5704-221)

Persons:

• Prof. Dr. Karsten Hadwich (verantwortlich)

Type of Course:

lecture with exercise

In-Class Hours Per Week:

3

Contents:

In the lecture Services and Relationship Marketing the specific characteristics of services and the resulting tasks of service marketing will be covered. Hereby we count the operative marketing mix, the guarantee of service quality, leadership of service employees, control of service capacities, application of service technologies, the customer relationship management and the configuration of service processes.

Literature:

The literature will be announced in the lecture and on Ilias.

Location:

Hohenheim

Module:

• 5704-220 Services and Relationship Marketing (compulsory)