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2014/2015  BA-BSEMO1333U  Advanced Service Marketing (for students enrolled in 2012 or earlier)

English Title
Advanced Service Marketing (for students enrolled in 2012 or earlier)

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Quarter
Course period Third Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc in Service Management
Course coordinator
  • Jesper Clement - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Last updated on 15-08-2014
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 and potentials
  • Select appropriate marketing tools to work towards solutions solve to the key marketing problems
  • Demonstrate the ability to understand how the firm creates value for its customers by applying relevant models and theories
  • Identify key relationships and use theories of Customer Relationship Marketing in order to optimize the firm’s marketing efforts
  • Demonstrate a knowledge of new media communication and utilizing social media possibilities
Course prerequisites
English language skills equal to B2 level (CEFR) and math skills equal to Danish level B are recommended.
Prerequisites for registering for the exam
Number of mandatory activities: 2
Advanced Service Marketing:
Exam ECTS 7,5
Examination form Oral exam based on written product

In order to participate in the oral exam, the written product must be handed in before the oral exam; by the set deadline. The grade is based on an overall assessment of the written product and the individual oral performance.
Individual or group exam Group exam, max. 3 students in the group
The oral examination is individual.
Size of written product Max. 10 pages
The project can be max. 10 standard pages in length.
Assignment type Project
Written product to be submitted on specified date and time.
20 min. per student, including examiners' discussion of grade, and informing plus explaining the grade
Grading scale 7-step scale
Examiner(s) Internal examiner and external examiner
Exam period Spring Term
Make-up exam/re-exam
Another examination form
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.
Description of the exam procedure
The final exam is a 72-hour group project.
The groups decide their own case company within certain limitations. The project involves mandatory questions to be answered. The project will be followed by an individual, 20 minutes oral exam, which takes its point of departure in the group project and obvious 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.
Course content and structure

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, targeting, and positioning are discussed in relation to specific industries. Likewise issues of market potentials and marketing effectiveness are discussed. The role and value of relationships is explored and the concept of Customer Relationship Marketing 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 and presentations are 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 maximize value creation for the service organization
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 122 hours
Group Projects(exam) 35 hours
Preparation for examination 20 hours
Expected literature

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

Last updated on 15-08-2014