{"id":9179,"date":"2025-09-24T23:17:49","date_gmt":"2025-09-24T20:17:49","guid":{"rendered":"https:\/\/www.econ.uoa.gr\/?post_type=course&#038;p=9179"},"modified":"2026-04-17T14:31:41","modified_gmt":"2026-04-17T11:31:41","slug":"mgt462-services-marketing-semester-8th","status":"publish","type":"course","link":"https:\/\/www.econ.uoa.gr\/en\/course\/mgt462-services-marketing-semester-8th\/","title":{"rendered":"MGT462 - Marketing Services (semester 8)"},"content":{"rendered":"<p><strong>\u03a0\u03b5\u03c1\u03b9\u03b3\u03c1\u03b1\u03c6\u03ae \u03bc\u03b1\u03b8\u03ae\u03bc\u03b1\u03c4\u03bf\u03c2<\/strong><\/p>\n<p><strong>\u039c\u03ac\u03b8\u03b7\u03bc\u03b1: \u039c\u0391\u03a1\u039a\u0395\u03a4\u0399\u039d\u0393\u039a \u03a5\u03a0\u0397\u03a1\u0395\u03a3\u0399\u03a9\u039d<\/strong><\/p>\n<p><strong>Code:\u00a0<\/strong><strong>MGT<\/strong><strong>462<\/strong><\/p>\n<p><strong>Semester: B<\/strong><\/p>\n<p><strong>\u0394\u03b9\u03b4\u03ac\u03c3\u03ba\u03c9\u03bd: \u039c\u03b1\u03c1\u03af\u03b1 (\u039c\u03b1\u03c1\u03af\u03b6\u03b1) \u0391\u03c4\u03c4\u03af\u03b1<\/strong><\/p>\n<p>&nbsp;<\/p>\n<p><strong>Purpose<\/strong>\u00a0The aim of the course is to familiarize students with the service sector and in particular the production and marketing of services in the modern competitive environment, as well as the factors that influence the quality of the services offered and respectively determine the competitiveness of businesses. Students are encouraged to take this course after having taken the course &quot;Introduction to Marketing&quot; in the first semester.<\/p>\n<p><strong>Content:<\/strong><\/p>\n<p>The service sector in the economy, historical development of service marketing, the special characteristics of services, service quality and approaches to its measurement, the company&#039;s product portfolio and environmental elements, participants and the concept of internal marketing, the role of process organization, communication techniques, market segmentation, pricing, distribution management, industrial services marketing.<\/p>\n<p>\u03a3\u03c5\u03b3\u03b3\u03c1\u03ac\u03bc\u03bc\u03b1\u03c4\u03b1:<\/p>\n<p>1.\u00a0 &#8220;\u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba \u03a5\u03c0\u03b7\u03c1\u03b5\u03c3\u03b9\u03ce\u03bd&#8221;, 3<sup>\u03b7<\/sup>\u00a0\u03ad\u03ba\u03b4\u03bf\u03c3\u03b7,\u00a0 \u03a3\u03c0. \u0393\u03bf\u03cd\u03bd\u03b1\u03c1\u03b7\u03c2, \u039a\u03b1\u03bb\u03c5\u03c8\u03ce \u039a\u03b1\u03c1\u03b1\u03bd\u03c4\u03b9\u03bd\u03bf\u03cd, \u0395\u03ba\u03b4\u03cc\u03c3\u03b5\u03b9\u03c2 Rosili, \u0391\u03b8\u03ae\u03bd\u03b1 2014<\/p>\n<p>2.\u00a0 &#8220;\u039c\u03ac\u03c1\u03ba\u03b5\u03c4\u03b9\u03bd\u03b3\u03ba&#8221;, 1<sup>\u03b7<\/sup>\u00a0\u03ad\u03ba\u03b4\u03bf\u03c3\u03b7, \u0391. \u03a0\u03b1\u03bd\u03c4\u03bf\u03c5\u03b2\u03ac\u03ba\u03b7\u03c2 \u0393. \u03a3\u03b9\u03ce\u03bc\u03ba\u03bf\u03c2, \u0395\u03c5\u03b1\u03b3. \u03a7\u03c1\u03ae\u03c3\u03c4\u03bf\u03c5,\u00a0 \u0395\u03ba\u03b4\u03cc\u03c3\u03b5\u03b9\u03c2 \u039f\u03c1\u03b3\u03b1\u03bd\u03b9\u03c3\u03bc\u03cc\u03c2 \u039b\u03b9\u03b2\u03ac\u03bd\u03b7,\u00a0 \u0391\u03b8\u03ae\u03bd\u03b1 2015<\/p>\n<p>3.\u00a0 &#8220;Essentials of Services Marketing&#8221;,\u00a0 by Christopher Lovelock, Wirtz and Chew, Prentice Hall, Inc., 2009<\/p>\n<p>4.\u00a0\u00a0 &#8220;Services Marketing&#8221; Valarie Zeithaml, Mary Jo Bitner, Dwayne Gremler<\/p>\n<p>Prentice Hall, 5<sup>th<\/sup>\u00a0ed. 2007<\/p>\n<p>5.\u00a0 &#8220;Services Marketing:People, Technology, Strategy&#8221;, Lovelock C.,Prentice Hall, 2001<\/p>","protected":false},"parent":0,"template":"","meta":{"_acf_changed":false,"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":""},"course-type":[67,92,86],"semester":[85],"class_list":{"0":"post-9179","1":"course","2":"type-course","3":"status-publish","5":"course-type-eleftheris-epilogis","6":"course-type-92","7":"course-type-86","8":"semester-85"},"acf":[],"_links":{"self":[{"href":"https:\/\/www.econ.uoa.gr\/en\/wp-json\/wp\/v2\/course\/9179","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.econ.uoa.gr\/en\/wp-json\/wp\/v2\/course"}],"about":[{"href":"https:\/\/www.econ.uoa.gr\/en\/wp-json\/wp\/v2\/types\/course"}],"wp:attachment":[{"href":"https:\/\/www.econ.uoa.gr\/en\/wp-json\/wp\/v2\/media?parent=9179"}],"wp:term":[{"taxonomy":"course-type","embeddable":true,"href":"https:\/\/www.econ.uoa.gr\/en\/wp-json\/wp\/v2\/course-type?post=9179"},{"taxonomy":"semester","embeddable":true,"href":"https:\/\/www.econ.uoa.gr\/en\/wp-json\/wp\/v2\/semester?post=9179"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}