This course aims to outline the importance of services management. Services dominate the majority of the economic transactions and are becoming critical for the competitive advantage of companies across the globe and in all industry sectors. Even organizations that typically positioned their business as product manufacturers are increasingly changing their positioning, focusing on the offer of services as a differentiating factor. It is therefore of great importance to study services marketing as a separate field of marketing, analyzing in detail the specific characteristics of services and focusing on strategies that allow the overall quality improvement of services offered by organizations.

Prerequisites: Yes (see syllabus)