Marketing
| Period(s) | I | II | III | IV |
| 2012–2013 | X | |||
| 2013–2014 | X | |||
| 2014–2015 | X |
Learning outcomes
During the course the student learns to recognize the importance of the service mindset in contemporary marketing. The student is able to use service insights in practice in different business and organizational contexts. The student acknowledges the role of the customer in value creation.
Contents
The course focuses on the service perspective which represents a new logic for marketing. The Nordic School is one of the core research groups developing service theory. The importance of service thinking and service-based business models are discussed. The latest research findings are studied through recent journal articles.
Teaching methods
Lectures and exercises 20 h.
Teaching language
EnglishModes of study
- Degree Programme Students
- Other Students
- Open University Students
- Doctoral Students
- Exchange Students
Written exam in Finnish or in English. Exam on lectures and study materials.
Evaluation
Numeric 1-5.Study materials
1. Gummesson, Evert: Total Relationship Marketing, Butterworth-Heinemann, 2008 or later.
2. Grönroos, Christian: Service Management and Marketing. Customer Management in Service Competition, Wiley, 2007 or later.
3. Other materials given by the lecturer, e.g. articles.
Further information
Recommended year of study: 2. year Autumn
Belongs to following study modules
