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Detailed information about the module

Module title:

Fundamentals of Service Marketing

Module title (english):

Fundamentals of Service Marketing

Module number:

82-021-MD24-H-0507

Level:

Bachelor (UNI)

Course of study:

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 service offerings.
- Additionally, 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.
- 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 service strategies. Thus, students will gain theoretical as well as practical knowledge of the service characteristics and their implications for service marketing by doing various case studies.
- Besides the theoretical skills students also enhance their analytical skills during the discussion of real-life case studies in class. They learn how to analyze and to 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:
1. Relevance of services
2. Concept and types of services
3. Strategic services management
4. Customer expectations and perceptions of services
5. Service recovery
6. Employees’ and customer roles in service delivery
7. Service design
8. Servicescape management
9. Service pricing
10. Technology in services

formal requirements of admission:

recommended qualifications:

Participation in the course "Principles of Marketing Management”

Lehr- und Lernformen/Lehrveranstaltungstypen:

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:

- Lectures
- Diskussion
- Case Studies

compatibility with other courses of study:

Turnus des Angebots:

Beteiligte Fachgebiete:

Bemerkung:

In summer term 2020 the module exam will be a Take-Home Exam!