level of course unit
Learning outcomes of course unit
Students will be able to recognise the crucial differences between services and traditional products as well as their large influence on all the instruments of the Marketing Mix. They will come to understand that services are an increasingly significant contributor to wealth creation in industrialised countries and will be able to integrate aspects of sustainable marketing and problem solving in their strategies and ideas.
prerequisites and co-requisites
In this course students will learn how a strategy for the marketing and growth of a service provider is developed, including the creation and successful establishment of a service brand. For this purpose, the extended marketing mix (positioning, product, price, place and promotion) will be taken as a benchmark against which the components for marketing plans of services will be designed, implemented and checked for their efficacy. Much time will be spent on the topic of acquisition of new customers. The course will also focus on the importance of the psychological aspects of marketing. The whole course will use examples and case studies to promote understanding of the essential material.
recommended or required reading
Lovelock/Wirtz (2010). Services Marketing. Prentice Hall.
Schultz/Doerr/Frederikson (2013). Professional Services Marketing: How the Best Firms Build Premier Brands, Thriving Lead Generation Engines, and Cultures of Business Development Success. Wiley.
assessment methods and criteria
Written exam and/or scientific paper and/or presentation
language of instruction
number of ECTS credits allocated
planned learning activities and teaching methods
Lecture, group work, presentation and task discussion
semester/trimester when the course unit is delivered
name of lecturer(s)
Director of Studies
year of study
recommended optional program components
course unit code
type of course unit
mode of delivery