International Business Studies FT
Apply Icon

Services Marketing

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

not specified

course contents

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

1st year

recommended optional program components

not specified

course unit code


type of course unit


mode of delivery

In-class course

work placement(s)

not applicable