Service Marketing and Selling (5 cr)

Evaluation scale

H-5

Content scheduling

Never have services played a larger role in business than they do today. In order to grow and attain higher profits, companies and managers require exceptional knowledge and understanding of service marketing. This study unit focuses on the unique challenges involved in service marketing, selling and managing a service business. The key topics covered are evolution of service marketing, relationship marketing, service quality, internal marketing, service branding and service selling. In addition to service marketing concepts, students will analyze cases of successful service-led businesses in a wide variety of consumer and B2B industries. The key learning goal is to gain a critical understanding of key issues and learn to apply relevant concepts and models to service marketing and selling challenges.

Materials

The course book is Services Marketing: Integrating Customer Focus Across the Firm by Wilson, Zeithaml, Bither and Gremler, Third European Edition (2016). In addition, there will be a selection of articles to read.

Teaching methods

Interactive online implementation: The study unit is conducted online and does not require attendance on campus. The study unit includes scheduled teaching/guidance online, which is not recorded. In this study unit a combination of lectures, group-work, assignments and project work are used. All parts of the study-unit are compulsory. In event of absence from any activity, student has to do compensatory assignment.

Exam schedules

Based on the degree regulations (2024), the student accepted for the implementation is required to confirm his/her participation by showing activity at the start of the study in the following way: In order to demonstrate activity, the student must be present at the first contact lesson or notify the teacher in charge of his/her absence to confirm his/her participation in the study. Registration will be rejected if the student does not report his/her absence at the start of the study or the reason for the absence cannot be considered justified. Another student can be taken in his place. The first contact lesson is 25.1.2025.

International connections

International student group

Completion alternatives

According to the degree regulations (2024), "Students are entitled to apply for recognition of prior learning regardless of where, when and how the competence has been acquired. ... At Laurea, there are two different procedures for the recognition and accreditation of prior learning: a) accreditation of prior learning (competence acquired in higher education studies at another institution) and b) demonstration of competence (competence acquired in other ways). The recognition and accreditation of prior learning is initiated by the student themselves. The student is responsible for demonstrating and verifying their competence. The student is entitled to guidance for the recognition and accreditation of their competence." Further information in the student intranet. You may also assess work-based learning as a way to acquire the competence needed. Read more in the student intranet.

Student workload

Workload of the study is measured in a way that to acquire the goal competence of the study, one credit corresponds to an average of 26.7 hours of work done by the student. The actual time needed varies e.g. according to prior competence.