Marketing 4.0: Service Strategies

The program takes you into a journey to the marketing of tomorrow: new service business models, usage of digital technologies and future sales strategies.

QUICK DETAILS

Dates August 2020 Location Zadar
Tuition fee 750 &euro Duration Two weeks, 4 ECTS
Field of knowledge Marketing, Modern technologies Language English
Kind of exams Project Work Level Graduate, Professional

School Description

What would you prefer: buy a movie on a DVD or sign up for Netflix, buy a car or commute with Uber, regularly buy a newspaper or subscribe to a news feed? Maybe some of you today will take a product instead of a service to be sure of the quality or to have the freedom of using it, but our children in 10-15 years will definitely operate only with services. To market and sell services is a very different task than to market and a sell a product — you can not show it before purchase, you can not use same sales channels, and sometimes the quality of your rendered service depends on the customer! If you are interested to learn business models of the future and see how marketing is changing in order to comply with service logic requirements not only in B2C but also in B2B areas, this course is for you.

At the end of the course you will be able to
1. Explain to your grandmother what is (1) marketing, (2) the difference between a product and service, (3) the most important implications on marketing for both of them
2. Understand what makes service business models so successful and why a service provider has always a better customer contact than a product manufacturer
3. Differentiate between B2C and B2B service business models
4. Build a clear picture of Industrial (B2B) Service business operations since most of the course cases studies and examples are based on real business activities of a leading German Electronics manufacturer
5. Decide if service marketing is something that you would like to do professionally or not

Don’t expect traditional lectures to be held, this course is done in an interactive way with a lot of group work, case studies preparation and discussions. All used examples are based on real business situations of a small companies and big multinational corporations.

MEET THE LECTOR
Dr. Evgeny Karyakin
Dr. Evgeny Karyakin

Dr. Evgeny Karyakin
Evgeny is a specialist in service marketing, the field of his PhD research in Plekhanov Russian University of Economics in Moscow. He works in the industrial service business of SIEMENS AG in Germany. Evgeny supervises MBA student projects in Nuremberg Tech — Technische Hochschule Nürnberg — along with development of Digital Service Offerings for Automotive Market in SIEMENS.
Download CV

Week 1

  Mon. 19.08. Tue. 20.08. Wed. 21.08. Thu. 22.08. Fri. 23.08.
9.00
-
11.00
Orientation Session: Course content, Expectations, Introduction The Nature of Service, Service
Marketing
Service marketing
models
Service organization: new paradigm Marketing of industrial service
11.00
-
12.00
Break Break Break Break Break
12.00
-
14.00
City Rally Project Work Project Work Project Work Project Work

Week 2

  Mon. 26.08. Tue. 27.08. Wed. 28.08. Thu. 29.08. Fri. 30.08.
9.00
-
11.00
International Marketing for engineers (TBC) International Marketing for engineers (TBC) Service quality Marketing of hospitality industry Final Project Presentation
11.00
-
12.00
Break Break Break Break Break
12.00
-
14.00
International Marketing for engineers (TBC) International Marketing for engineers (TBC) Project Work Project Work Follow-up, feedback and farewell

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Marketing 4.0: Service Strategies

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