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2010/2011  BA-SEEC  Service Economics

English Title
Service Economics

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Bachelor
Duration One Quarter
Course Period Second Quarter
Time Table Please see course schedule at e-Campus
Study Board
Study Board for BSc in Service Management
Course Coordinator
  • Ana María Munar
    Ana Maria Munar - Department of International Economics and Management
Main Category of the Course
  • Experience economy and service management
Last updated on 29 maj 2012
Learning Objectives
  • Examine concepts and theories about the nature and role of services in the economy
  • Know and apply the different economic theories with special focus on the management conditions of service firms.
  • Provide a critical analysis of the characteristics of a service operation and present solutions to management problems.
  • Critically discuss the competitive environment of services and apply theoretical frameworks to examine the competitiveness of service firms.
  • Examine service design, innovation processes and quality management in services applying theoretical models and new service development tools.
  • Describe and apply theories and models for problem solving in service firms.
  • Work in teams and apply academic knowledge to practical cases in services
  • Present publicly ideas and analysis and develop a case study
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
Service Economics
Assessment Oral Exam
Marking Scale 7-step scale
Censorship External examiners
Exam Period December/January
Duration 20 Minutes
The final exam is a 72-hour group project. The project can be maximum 10 pages in length and the group size should be 2 - 3 students. The oral exam 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.
Prerequisites for Attending the Exam
Course Content

Course aim: Service industries play a central role in the world economy. This course aims to provide students with economic and business theories, analytical tools and practical methods to understand the specific characteristics and conditions of the service economy and to provide solutions to improve the management of service firms.

Course content: The course consists of different knowledge areas of the service economy: the economic role and specific characteristics of services, the design of the service enterprise and the managing of services. The first part of the course focuses on understanding services’ characteristics, their relation to economic evolution and it discusses competition and strategy issues in services. The second part focuses on theories, tools and methods for designing the service firm and deals with the areas of innovation, quality and new service development. The third part introduces strategies for process improvement and facility and location considerations relevant to the management of service firms. The different theories and tools are applied using practical case studies of service firms and interactive exercises.

Teaching Methods
The course comprises of lectures and structured class activities. In the lectures the different theories and models are presented using cases of the service industries and interactive exercises. The course involves the preparation of a case. Students work in teams, choose a problem statement related to the management of a service corporation and present their case analysis in class. There will be a peer evaluation of the cases. Guidelines for the development of the case and case research methods will be introduced as a preparation for the student activities. It is assumed that the assigned reading, articles, and cases for each session have been read by all students prior to classes.

Fitzsimmons, James A. & Fitzsimmons, Mona J. (2008) Service Management – Operations, Strategy, Information Technology, 6th edition. McGraw-Hill, Boston.

Fitzsimmons, James A. & Fitzsimmons, Mona J., eds. (2002), New Service Development – Creating Memorable Experiences, Sage Publications, London.