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2012/2013  BA-HAS_ASMA  Advanced Service Marketing

English Title
Advanced Service Marketing

Course information

Language English
Exam ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Quarter
Course period Third Quarter
Time Table Please see course schedule at e-Campus
Study board
Study Board for BSc in Service Management
Course coordinator
  • Jesper Clement - Department of Marketing
Main Category of the Course
  • Marketing
Last updated on 03-09-2012
Learning objectives
At the end of this course, the students should be able to:
  • Demonstrate a knowledge and understanding of the central models, concepts and theories presented through the course
  • Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application
  • Systematically analyse the marketing situation and identify key marketing problems
  • Select appropriate marketing tools to work towards solutions to the key marketing problems
  • Demonstrate the ability to understand how the firm creates value for its customers by applying an in-depth understanding of customer motivation and behaviour
  • Identify key relationships and use theories of Customer Relationship Management (CRM) to identify key characteristics of these relationships in order to optimise the firm’s marketing efforts
  • Demonstrate a knowledge of new media communication and utilizing social media possibilities
Students not enrolled in BSc in Business Administration & Service Management must document a level in English equal to TOEFL 575, and A level in mathematics equal to Danish level B
Advanced Service Marketing:
Type of test Oral with Written Assignment
Marking scale 7-step scale
Second examiner External examiner
Exam period Spring Term
Aids Please, see the detailed regulations below
Duration 20 Minutes
The final exam is a 72-hour group project. The project can be max. 10 standard pages in length and the group size should be max. 2 - 3 students. The groups decide their own problem statement for the project; the problem statement must be approved by the lecturer at least 2 weeks before hand-in. The project will be followed by an individual, 20 minutes oral exam, which takes its point of departure in the group project, but also natural relations to theory and models from syllabus. The individual assessment is based on a combined evaluation of the written group project and the individual oral exam.
Make-up examinations are given as an individual oral exam based on the group project. Re-take examinations are given as an individual oral exam based on the group project handed in for the regular examination, as well as a supplementary piece, max. 5 standard pages in length.
Course content

This course builds from the introductory course in Service Marketing and explores issues in the application of service marketing theory to the delivery of services in practice. Focus is particularly on service marketing in the arts, entertainment and tourist industries. Marketing parameters are presented and discussed in relation to practical problems that service industries have to solve on a daily basis. Subjects such as segmentation and targeting are discussed in relation to specific industries. The role and value of relationships is explored and the concept of Customer Relationship Management (CRM) is introduced. Cases and in-class discussions allow the students to develop an understanding of the value of service marketing to increase awareness and positioning and ultimately create profit for service organizations.

Teaching methods
The course is built up around a series of lectures where in-class participation is a “must”. Student dialogue is encouraged through cases, in-class discussion and presentations. Where applicable guests from service organisations and professional bureaus will inform the class of the challenges of implementing marketing strategies in practice in order to maximise value creation for the service organisation
Lecture plans, cases and question for preparation will be posted on the Learn.
Student workload
Classes 30 hours
Preparation for class incl. preparation of cases 140 hours
Group Projects(exam) 35 hours
Preparation for examination 20 hours
Expected literature
  • Total Relationship Marketing, Marketing management, relationship strategy, CRM, and a new dominant logic for value- creting network economy - Butterworth-Heinemann, Third Edition 2008
  • James Teboul, Service is Front Stage, Insead Business Pree, Palgrave Macmillan, 2006. Free download at: www.scribd.com

Please note, changes may occur. The teacher will upload the final reading list to LEARN two weeks before the course starts.

Last updated on 03-09-2012