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2011/2012  KAN-SE09  Service Marketing with aspects of Events and Innovation Management

English Title
Service Marketing with aspects of Events and Innovation Management

Course Information

Language English
Point 7,5 ECTS (225 SAT)
Type Mandatory
Level Full Degree Master
Duration One Quarter
Course Period Third Quarter
Time Table Please see course schedule at e-Campus
Study Board
Study Board for MSc of Social Science
Course Coordinator
  • Lise Lyck - Center for Tourism and Culture Management
Main Category of the Course
  • Economic and organizational sociology
Last updated on 29 maj 2012
Learning Objectives
The student must demonstrate the following
  • comprehensive knowledge and understanding of service marketing
  • comprehensive knowledge on theories, models and methods used in service marketing
  • knowledge about innovation related to service marketing
  • basic knowledge about event models and their relation to service marketing
  • special knowledge on service marketing related to the focus areas of the study programme
  • an appropriate use of research methods
  • the ability to apply the relevant theoretical knowledge to a business case and
  • good analytic and presentation skills.
Oral exam based on mini-project
Assessment Oral with Written Assignment
Marking Scale 7-step scale
Censorship Internal examiners
Exam Period Spring Term
Aids Without preparation
Duration 20 Minutes
The evaluation of this course consists of an individual oral exam (20 minutes per student including votation) based on a mini- project. The mini-project must be written in groups of max.5 students (max. 15 pages) or individually (max. 10 pages). The oral exam is based on the mini-project and the course curriculum.

If a student is ill during the regular oral exam, he/she will be able to re-use the mini-project at the make-up exam. If a student is ill during the writing of the mini-project and did not contribute to the mini-project, the make-up exam can be written individually or in groups (provided that other students are taking the make-up/re-exam). If the student did not pass the regular exam, he/she must make a new revised mini-project (confer advice from the examiner) and hand it in on a new deadline specified by the secretariat.
Course Content

The course aims to give a critical examination of the relevant models and methods in service marketing to help identify the market needs. It provides an introduction to innovation theory and user driven innovation methods with their application to service corporations by use of consumer behaviour. Students will learn how to evaluate the marketing tools and practices of existing service organisations. The course focuses on creative marketing skills and abilities. It also includes main elements of event marketing and innovative dimensions of marketing. Students are expected to apply the theories and models of service marketing to design, develop and present a marketing plan, the architecture for a meeting or an event or a new product or experience for a service corporation. Through its learning activities and assessment the course enhances the generic competences of working in teams, ability to coordinate activities and manage time efficiently, creativity and ability to present business products to new audiences.

Teaching Methods
Lectures, case analyses etc.

Please note that the litterature list is guidning

Textbook: Services Marketing: Integrating Customer Focus Across the Firm, First European Edition, by Alan Wilson, Valarie A. Zeithami, Mary Jo Bitner, Dwayne D.Gremler.

Evolving to a New Dominant Logic for Marketing, Journal of Marketing,Vol. 68(January), 2004, 1-17.

Are All Smiles Created Equal?How Emotional Contagion and Emotional Labor Affect Service Relationships, Journal of Marketing, 70, July 2006, 58-73, Hennig-Thurau, Markus Groth, Michael Paul, and Dwayne D.Gremler.

The Top 10 Reasons You Don't Understand Your Customers, Harvard Management Update May 2008, Fred Reichheld.

Internal Benefits of Service-Worker Customer Orientation:Job Satisfaction,Commitment, and Organizational Citizenship Behaviors, Journal of Marketing Vol.68(January 2004),128-146 D.Todd Donavan, Tom J.Brown, & John C. Mowen.

The Advertising of Services:Meeting the Challenge of Intangibility, Journal of Service Research 1999 2:98-116 Banwari Mittal

Manage Your Human Sigma,Harvard Business Review Journal July-August,John H.Fleming,Curt Coffman, and James K.Hartner.