This course focuses on theories and practices of service marketing and has been developed to equip students with the knowledge and skills to analyze and assume marketing responsibilities of service organizations.The themes covered include value creation, customer relations, customer interaction, servitization, and service systems.

Intended Learning Outcomes
This course aims to develop students' knowledge of theories and practices of service marketing. Upon completion of the course, students should be able to:

Knowledge and understanding
Describe, compare, and critically discuss theories and practices of service marketing.

Skills and abilities
Orally and in writing apply different theories and concepts to understand service marketing.

Judgement and approach
Reflect upon and evaluate the significance of service marketing in society.

Teaching Format

The course consists of a combination of lectures, literature seminars, home exercises, group work, and case seminars. It requires a significant portion of self-study on the part of students.

You are expected to arrive to class on time, fully prepared to discuss and debate the course material assigned for the seminar. You are expected to participate at all levels and offer objective praise and criticism of your classmates’ analyses and conclusions. 

The language of instruction for all teaching and learning activities is English. 

Examination

Forms of examination:

a) Assessment. The course is assessed through active participation in lectures, seminars and written assignments.

b) Examination grades: Grades are given in accordance with a criterion-referenced scale encompassing seven grades. A, B, C, D, and E are pass grades. Fx and F stand for fail grades.

c) Criteria for examination grades: The grading criteria are decided by the head of the course and stated in written information available on the course web page or issued when the course commences.

d) Course requirements. Successful completion of the course requires: A minimum E grade in the final examination; Attendance and active participation in seminars as indicated in information available on the course web page or issued when the course commences.

e) Miscellaneous: Students having received the grade E or higher in the final examination are not allowed to retake the examination