Service Marketing and Marketing Ethics - an international perspective C, 15 hp

Innehåll

This marketing course is intended for students who wish to increase their knowledge and stimulate their critical thinking skills concerning service marketing and marketing ethics issues and dilemmas from an international perspective. Marketing is in this course treated from a service perspective and local, national, and global issues are integrated to fit with our globalized society.

The course consists of two modules of equal weight that are described further below:
Module 1.  Service Marketing, 7.5 ECTS
Module 2.  Marketing Ethics, 7.5 ECTS

Since the modules are closely intertwined it is strongly recommended that they are studied together. Only special circumstances will allow for the studying of a single module.

Module 1.   Service Marketing, 7.5 ECTS
The provision and co-creation of service is closely linked to perceptions of the service provider and thus to overall marketing and ethics issues in regards to how the customer and other stakeholders are treated and recognized. Successful marketing of services and co-creation of service value, are therefore critical elements in the development of perceived customer value and customer satisfaction of any organization.

This module in service marketing is intended to broaden the view of marketing and provide an understanding of service marketing theories and of how marketing can be practiced in organizations on local, national and international markets. The module takes a service dominant logic view on marketing, where all organizations are seen as value creators together with customers. The module critically examines traditional perspectives on marketing and service marketing and contrasts these with contemporary theoretical and practical developments. Service marketing is consequently viewed as an integral part of the value proposition of every company and organization, regardless of the sector in which it operates, and regardless of what type of clients it deals with. The course thus applies service marketing and ethical perspectives on organizations in the private, public, and not-for-profit sectors.

The service marketing module is, based on the above discussion, divided into four key themes:

• Traditional service marketing theories contrasted with contemporary theoretical and conceptual developments in the form of the service dominant logic.
• The service customer, customer relationships and consumer behaviour in relation to service quality, customer satisfaction and loyalty.
• The design, implementation and evaluation of service processes and servicescapes with respect to employees, customers and recent technological developments.
• Ethical perspective on managing service organizations and promoting service propositions in local, national and international perspectives.

Expected learning outcomes
After completing this module, the student should be able to:

• identify and contrast differences in traditional service marketing theories and practices with a perspective on service as an integrated part of any value proposition from an organization
• illustrate and interpret various theories and models of the service marketing process from customer, managerial, and research perspectives
• distinguish and examine the roles of employees, customers, and technology in service design and co-creation for perception of overall service quality, customer satisfaction, loyalty and employee retention
• explore and analyse service dilemmas from customer, management and/or societal perspectives.

Focus of instruction
The service marketing module is designed to let students meet and critically assess traditional and new perspective on service marketing issues. Since every student is considered to be an integrated co-creator of value, active participation from students is the basis for instruction. Based on this form of instruction the students are expected to be able to apply service management work-skills regarding planning, evaluating, team-working, meeting deadlines, information finding, report writing and using information technology. It is also vital for the knowledge generation of this module that students actively search, find, assess and critically discuss scientific journal articles covering both traditional service marketing research and contemporary issues. Additional to the key themes, the module assignments are designed to continue to improve students’ verbal, written, cooperation, and critical thinking skills, in preparing for positions in the business world as marketing professionals, as well as in the research community.

Methods used in covering the four key themes in class will include group work, lectures, guest lectures, class discussions, prepared seminars and self-reflective writing. The role of lectures is mainly to introduce certain topics and guide the students to for further readings and literature searches. The format of the class will be flexible, in order to allow for changes required in meeting the educational needs, standpoints, and experience of individual students. The module language is English which means that all written (including required examination tasks) and oral communication is carried out in this langue.

Examination modes
Examination will be based upon the student’s active participation in seminars, written assignments and tests, and successful completion of group/individual coursework as assigned. The assessment of the module can consist of case assignments, papers and presentations prepared individually or in groups, and written exams. Students must attend seminars and case presentations in order to pass the module. Material from guest lectures and additional literature/articles may be used in the examination. The assessment of the module consist of: seminars, an individual case assignment including a presentation, a paper assignment (in group) including a presentation and an individual written exam. A passing grade is required for each part.

Module 2.   Marketing Ethics, 7.5 ECTS
Ethical behavior is one of the most important concerns of business people across the world today. In spite of this, many business and marketing decisions are made without thinking about their ethical implications. A myopic focus on 'winning the game,' on 'beating the competition,' or on 'achieving the bottom line' often precludes consideration of the impact decisions have on the well-being of the firm's stakeholders and society as a whole. Marketing, especially from a service perspective, is the business function that draws the majority of public scrutiny and concern with regard to unethical behaviour. Marketing is also the most visible of all business functions, and this explains part of the attention paid to the ethics of the marketing discipline. However, the power of the marketing function is also recognized, and with this power comes the responsibility to use it wisely and ethically.

Marketing ethics can be viewed as a type of applied ethics. As such, it is concerned with principles applied and actions taken in the marketplace, be it locally, nationally or internationally. At the same time, since business practice is inseparable from the rest of human life, business and marketing ethics has to take account of the well-being of human society and the natural environment as well. Thus the module focuses on both individual and organizational behaviors.

The marketing ethics module is, based on the above discussion, divided into five key themes:

• The foundation and frame of business and marketing ethics theories and practices, contrasting traditional and contemporary views.
• The problems and possibilities of a globalized marketing arena in regards to sustainability and corporate social responsibility.
• The role of the corporation and it’s marketing methods in an international service economy perspective.
• Ethical perspectives on organizational stakeholders, with special emphasis on employees and consumers.
• Ethical perspectives on traditional marketing-mix components, such as products, services, promotion, prices, competition, and distribution.

Expected learning outcomes
After completing this module, the student should be able to:

• describe and recognize ethical dilemmas with marketing implications for different stakeholders
• discuss and illustrate the impact of corporate and consumer decisions on human life, society, and the environment, locally, nationally and internationally
• assess and criticize individual as well as collective behavior in regards to goods and service production and consumption
• critically evaluate marketing ethics methods in use by globalized corporations and organizations today
• apply a marketing ethics perspective on an organization’s activities and recommend courses of action for sound business and marketing behavior

Focus of instruction
The marketing ethics module is designed to let students meet and critically assess ethical issues. Since every student is considered to be a contributor of different perspectives, active participation from students is the basis for instruction. The marketing ethics module is designed to acquaint students with ethical implications and dilemmas of marketing decisions and to give new angles from which to view individual and collective behaviour. Based on this form of instruction the students are expected to be able to apply ethical work-skills such as respect for peers, empathetic conduct and perspectivistic viewpoints. It is also vital for the knowledge generation of this module that students actively search, find, assess and critically discuss scientific journal articles covering both traditional marketing ethics research and contemporary issues. Additional to the key themes, the module assignments are designed to continue to improve students’ verbal, written, cooperation, and critical thinking skills, in preparing for positions in the business world as marketing professionals, as well as in the research community.

Methods used in covering the themes in class will include lectures, class discussions, prepared seminars, documentary film viewing and self-reflective writing. The role of lectures is mainly to introduce certain topics and guide the students to further reading and literature searches. The format of the class will be flexible in order to allow for changes required to meet the educational needs, standpoints, and experience of individual students. Students will be encouraged to submit and discuss articles and present cases and situations from newspapers and magazines, as well as from their own experience. The module language is English which means that all written (including required examination tasks) and oral communication is carried out in this langue.

Examination modes
Examination will be based upon the student’s active participation in seminars, written assignments and tests, and successful completion of group/individual coursework as assigned. The assessment of the module can consist of case assignments, papers and presentations prepared individually or in groups, and written exams. Students must attend seminars and case presentations in order to pass the module. Material from guest lectures, documentary films and additional literature/articles may be used in the examination. The assessment of the module consists of an individual ethical dilemma assignment (paper and seminar), a mid-term exam with short questions/answers, and a case paper group assignment including a presentation and viewing/discussion of a documentary film and mandatory supervision. A passing grade is required for each part.

Förväntade studieresultat

See respective module.

Behörighetskrav

Univ:Företagsekonomi B 30 hp eller motsv

Undervisningens upplägg

See respective module.

Examination

See also above below the two module titles.

The following grading system will be used:
Pass with distinction (Väl godkänd, Vg, 75% or more),
Pass (Godkänd, G, 50% or more)
Fail (Underkänd, U, less than 50%).

To receive the grade Pass with distinction in the course, the student must have achieved at least 75% of the total of points in the separate modules or the equivalent.

In case of failure on seminar participation or individual and group assignments, compensating assignments must be completed in accordance with instructions given, no later than two weeks after the completion of the module.

Students who fail to present a photo ID at the occasion of a written examination cannot have their results registered.

Students who do not pass at the time of the normal written examination will be offered an opportunity to sit a further examination within a month. Beyond that, additional examination opportunities normally arise every academic year, one week prior to the start of the autumn term.

When a student has failed an examination on two occasions, he or she has a right to have another grading teacher. A written request for an alternative examiner should be handed to the director of studies no later than two weeks before the next examination opportunity.

Rules and regulations concerning the production of academic texts and correct referencing will be applicable to all written assignments. (see instructions in the Thesis manual. Thesis writing in Business Administration.) Urkund records may be used for control.

Lectures are normally not obligatory. However attendance is expected because the lectures are designed to facilitate students towards achieving course specific learning objectives. In addition lectures often provide insightful explanations of, and can supplement and provide contrast to, the course litterateur and other relevant course materials

Documentary films showed during a module might be used as basis for examination.

Student who has passed an examination can not redo the examination to get a higher grade.

Grades on the course are awarded when students have passed all examinations and compulsory course elements.

Academic credit transfer
Academic credit transfers are according to the University credit transfer regulations.

Övriga föreskrifter

This is a course at the C-level in a BSc-degree at Umeå University. The course can also be included in study programs in Business Administration and Economics at Umeå School of Business and Economics.