Module in detail

Detailed information about the module

Module title:

Service and Technology Marketing

Module title (english):

Service and Technology Marketing

Module number:

82-021-MD24-H-0221

Level:

Bachelor (UNI)

Course of study:

BA Betriebswirtschaftslehre

Type:

Modul

Organising faculty/Language Center:

Wirtschaftswissenschaftliche Fakultät

Instructors responsible:

Hogreve, Jens

Examiners:

Credit points (ECTS):

competencies/skills:

- Students gain knowledge about the particular challenges that service providers face when managing (digital) service offerings.
- Students learn about the specific characteristics of services such as intangibility and the integration of an external factor. By addressing the 7 Ps of marketing, as an extension of the traditionally 4 P concept, students learn the fundamental skills on how to deal with the special characteristics of service marketing. Further, the course discusses the implications of technological progress on the 7 Ps of marketing and prepares students for the management of technology-based service businesses.
- In this course the students will gain the knowledge needed to implement quality service standards and service strategies for achieving a competitive advantage across different industries. Students will learn frameworks for customer-focused marketing, and how to increase customer satisfaction and retention through (digital) service strategies.
- Students learn about technologies’ potential for service businesses and gain knowledge about technology-based business models like application services (“apps”), the “Gig” economy, the sharing economy, and the Internet of Things as a service.
- Students learn how to accelerate on big data as a source of customer information and data analytics as a service to drive business growth and get an introduction into digital and social marketing communication.
- Besides the theoretical skills, students also enhance their analytical skills during the discussion of real-life case studies with great coverage of new business model examples such as Airbnb, Uber, OpenTable and others in class. They learn how to analyze and critically question practical procedures and methods. Since the class is held in English, students will additionally enhance their English language skills.

course content/topics:

Among others the following topics are discussed in the course:

- Introduction and relevance of services
- Technology in services
- Technology acceptance & marketing
- Big data management and data analytics as a service
- (Digital) service design
- Servicescape and user experience management

formal requirements of admission:

recommended qualifications:

Participation in the course "Principles of Marketing Management”

Lehr- und Lernformen/Lehrveranstaltungstypen:

- Lectures
- Discussions
- Case Studies

requirements for the attainment of ECTS points:

For the successful participation of the course students have to pass a final exam based on the contents from both lecture and exercise. The written exam lasts 90 minutes.

workload/distribution of ECTS points within the module:

42 h = Time of attendance lecture and tutorial
50 h = Preparation and postprocessing lecture and tutorial
58 h = Exam preparation
150 h = Total workload

calculation of module marks:

Final exam 100 %

teaching/learning method:

compatibility with other courses of study:

Turnus des Angebots:

Beteiligte Fachgebiete:

Bemerkung:

Bitte beachten Sie, dass je nach Inzidenzlage die geplante Präsenzprüfung im SS 2021 als alternative Prüfungsform (Take-Home-Exam oder digitale Fernprüfung) abgehalten wird.

KU.Campus