English   Danish

2014/2015  BA-BSSIO1002U  Service Marketing, 1st year project: Service and Innovation

English Title
Service Marketing, 1st year project: Service and Innovation

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Bachelor
Duration One Quarter
Course period Fourth 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
The course aims 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 students must gain insight into the concept of service marketing as used in manufacturing, service and non-profit sectors. Further the students must achieve 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 ability to utilize 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.
Course prerequisites
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 Marketing, 1st year project: Service and Innovation:
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
Size of written product Max. 15 pages
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 Summer 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 1st year project group exam. The project can be max. 15 standard pages in length and the group size should be max. 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.
Course content and structure

The course provides insights into analyses of service concept in contemporary market oriented companies both internally and externally. The course make space for students to 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.

Teaching methods
Teaching methods will combine class lectures and discussions for eliciting the concepts, theories and models. Students are expected to take an active part in the 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 CBSLearn.
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 > 2nd semester)

Expected 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 upload the final reading list to LEARN two weeks before the course starts.

Last updated on 15-08-2014