Learning outcomes

The students will gain basic understanding of services and the importance of service value chain in the modern marketing of various business firms. The students are able to specify main trends in services marketing and understand what it means for the firms.

Contents

The course is about services and service theories which represent the new logic for marketing. The Nordic School is one of the first researcher groups presenting service theory. The importance of service thinking for all kinds of modern businesses is discussed during the lectures. The latest research findings are studied through recent journal articles.

Teaching methods

Teaching method	Contact	Online
Lectures	20 h	0 h

Teaching language

English

Evaluation

Numeric 1-5.

Recommended year of study

2. year autumn

Study materials

 

1. Zeithaml, Valarie A., Bitner, Mary Jo & Gremler, Dwayne D.: Services Marketing: Integrating Customer Focus across the Firm, McGraw-Hill, 2003 or later. Used in the lectures.
2. Grönroos, Christian: Service Management and Marketing: Customer Management in Service Competition, Wiley, 2007.
3. Bruhn, Manfred & Georgi, Dominik: Services Marketing: Managing the Service Value Chain, Pearson, 2006.
4. Other material as given by the lecturer, e.g. articles from

• Journal of Services Marketing
• Journal of Retailing and Consumer Services.

 

Belongs to following study modules