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2011/2012  BA-HAS_SEMA  Service Marketing

English Title
Service Marketing

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Bachelor
Duration One Quarter
Course Period Fourth 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 29 maj 2012
Learning Objectives
The course aims broadly to introduce the central concepts and models in marketing as well as the more specific model and concepts in relation to the marketing of services. The course introduces the students to the concept of service marketing as used in manufacturing, service and non-profit sectors. It analyses the central role of the service concept in contemporary market oriented companies both internally and externally. Students discuss the key characteristics of services and service consumption compared with that of tangible goods, the role of the consumer in the perception of service quality and the role of internal stakeholders in service delivery. The course also offers insight into the management of services, from service production to communication.

More specifically, in 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
  • Identify key characteristics of services and the organisational factors that aid in the production of services
  • Demonstrate an understanding and use of basic methodology to address Service Marketing
  • Demonstrate a knowledge and understanding of Economic Psychology. Economic socialisation, decision processes and buying behaviour and service psychology.
Prerequisite
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
Examination
.
Service Marketing:
Assessment Oral with Written Assignment
Marking Scale 7-step scale
Censorship External examiners
Exam Period Summer Term and May/June
Aids Please, see the detailed regulations below
Duration 20 Minutes
The final exam is 1st year project group exam. The project can be maximum 15 pages in length and the group size should be 2 -3 students. The project is based on knowledge, methods and the concepts and vocabulary learned during the four courses taken during the semester. The project proceeds from a real-life research question derived from a firm within the sector. Students are expected to select, develop and delimitate the research question.

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 pages in length.
Course Content

The course aims broadly to introduce the central concepts and models in marketing as well as the more specific model and concepts in relation to the marketing of services. The course introduces the students to the concept of service marketing as used in manufacturing, service and non-profit sectors. It analyses the central role of the service concept in contemporary market oriented companies both internally and externally. Students discuss the key characteristics of services and service consumption compared with that of tangible goods, the role of the consumer in the perception of service quality and the role of internal stakeholders in service delivery. The course also offers insight into the management of services, from service production to communication.

Teaching Methods
Teaching methods will contain of class lectures including introducing to the main concepts, theories and models associated with marketing generally and the marketing of services in particular. Students are expected to take an active part in the teaching, class discussions and exercises. Most exercises will be in small groups where preparation is essential. Group Presentations and plenary discussions are vital to the success of the course. Lecture plans, cases and question for preparation will be posted at Learn.
Student Workload
Classes 42 hours
Preparation of cases presentation 10 hours
Mini project reading/ writing 43 hours
Preparation for classes 110 hours
Preparation for examination 20 hours
Further Information

The Study Board each year publishes the 1st Year Project Guidelines, which supplements the Program Regulations and serves as a teaching aid for the Project. The Manual provides detailed information about Project requirements and deadlines, as well as practical suggestions and advice regarding the Project experience and proper use of a Project Adviser. - The Project Guidelines will be available at the BSc SEM e-campus (in the menu under Exam > Exam guidelines)

Literature

Christopher H. Lovelock and Jochen Wirtz (2010). Services Marketing – People, Technology, Strategy, 7th Global Edition, Pearson Prentice-Hall.

Please note, minor changes may occur. The teacher will uploade the final reading list to sitescape/learn two weeks before the course starts.