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Marketing des Services

  • Teacher(s):   G.Hervet  
  • English title: Services Marketing
  • Course given in: French
  • ECTS Credits: 3 credits
  • Schedule: Spring Semester 2021-2022, 2.0h. course (weekly average)
  •  sessions
  • site web du cours course website
  • Related programmes:
    Bachelor of Science (BSc) in Management

    Bachelor (BSc) in Economic Sciences
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This course will be taught in French. Please don't forget to check the section "pre-requisites". the course on Moodle will be available during the first session in class.

Services are an essential component of the Swiss economy and of many consumer societies around the world. Each of us is consuming and experiencing services every day. This course is aimed at helping students to understand the unique characteristics of services and the marketing challenges that come along with these characteristics. Together we will explore the fundamental principles of services marketing and discuss how and why marketing in services companies is different from marketing in manufacturing organizations. We will use class discussions, group activities, and presentations to explore services marketing concepts and to discuss how physical elements, processes, and people are managed to implement successful service strategies.

Course Objectives

  • Understanding the differences between services and physical goods and how those translate into marketing strategies
  • Understanding what quality means in a services context and how perceptions of service quality are developed by consumers
  • Understanding the importance of the human factor in services and learning how to manage customers and employees
  • Understanding consequences of service failure and the benefits of service recovery strategies


This course covers the 5 following topics:

  1. Understanding Service Markets, Products, and Customers
  2. Applying the 4Ps of Marketing to Services
  3. Managing the Customer Interface
  4. Developing Customer Relationships
  5. Striving for Service Excellence


Wirtz J. & Lovelock C. (2018): Essentials of Services Marketing. 3rd ed., Pearson


To register in this course, you must:

  1. Have passed the course Principles of Marketing
  2. Send before February 20, 2022 an email ( with: (1) in the subject line "Inscription cours Services Marketing", (2) the reason why you wish to take this course and how it is related with your academic and/or professional background, (3) your CV in the attachment. You will receive an answer within 2 openings days after I received your email. Any email sent after February 20, 2022 will not be considered.


First attempt

Without exam (cf. terms)  

1. Group project (40%)

2. Individual work (60%)


Without exam (cf. terms)  

1. Group project completed individually (40%)

2. Individual work (60%)

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