Services Marketing (5 cr)

Evaluation scale

H-5

Content scheduling

According to separate timetable (on-line). Spring 2023 Schedule.

Objective

Marketing a service can at times be more challenging than marketing a product. You are not selling something that is tangible; you are selling the invisible which cannot be touched or seen or tasted. Services can be tricky to market and sell, and therefore we need to have a different marketing approach for them than for products. More and more companies nowadays operate in service business, even those which we traditionally have known as industrial companies.
After completing this course you will
- recognise the basic characteristics and trends of services marketing.
- be able to take customer experience into account as one extremely important element, as it has an impact on the perceived value of the service.
- know the key models, for example gap analysis for evaluating service quality
- be able to develop services using the principles and tools of service design

Content

Contents
- the differentiating characteristics of service in comparison to physical products
- marketing thinking behind a successful services marketing
- creation and development of service and service offering
- critical elements when marketing service; service quality, service culture, customer experience, etc.

Materials

Informed at the platform.

Teaching methods

Innopeda, PBL.
The students study the theoretical background at home (cf. reading to be completed prior to every workshop)
The students will watch prerecorded video of chapter summaries
The contact hours are mainly used to review group assignments and workshops.
BYOD for each “lecture” as the course book & internet access are needed to do the case studies

Exam schedules

No exam, course is done through learning assignments.

International connections

Innopeda, Independent studies, flipped learning, case study analysis, online live team discussions, and project-based learning.

Completion alternatives

No optional version. Please note, do your best effort in the assignments right away - there is no up-grading, since there is no exam. The only way to up-grade your final grade is through a new e.g. next course.

Student workload

5 ects, detailed guidelines at the database. 135 hours of student work.
Divided into the individual study, reading and reflection,
+ team discussions and sharing.
Online, videos, reading materials and slides.

Further information

All the components (individual assignments, peer work…) of this course will be graded as follow:
Fail (0pts), Good (1pts) and Excellent (2pts)
• 2 quiz: 2 points/quiz
• Group discussions: 2 points maximum
• Service encounter journal: 2 points maximum
• Service redesign assignment,
application of GAP model: 2 points maximum
• Attendance and participation: 2 points maximum


The students can get a maximum of altogether 12 points.
The points translate as follow for the final grade:
0-5 points: fail; 6 points: 1; 7 points: 2; 8 points: 3; 9-10 points; 4; 11-12 points: 5
Please note that:
Missing a deadline equals 0 points (medical certificate accepted)