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2015/2016  KAN-CSSMO1053U  Service Marketing with aspects of Events

English Title
Service Marketing with aspects of Events

Course information

Language English
Course ECTS 7.5 ECTS
Type Mandatory
Level Full Degree Master
Duration One Quarter
Start time of the course Third Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for MSc of Social Science
Course coordinator
  • Jørgen Vinding - Department of Marketing (Marketing)
Main academic disciplines
  • Sociology
Last updated on 14-08-2015
Learning objectives
To achieve the grade 12, students should meet the following learning objectives with no or only minor mistakes or errors: The student must be able:
  • to account on theories, models and methods from the course literature in service marketing
  • to discuss and reflect on the strength and weakness in different service marketing theories
  • to present argumentation that supports a given action oriented conclusion based on an analysis of a given problem within service marketing
  • to identify research methods relevant for the given problem
  • to assess the significance of innovation in service marketing
  • to identify and apply event and experience economy models and their relation to service marketing
Service Marketing with aspects of Events:
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. 5 students in the group
The oral exam is individual. If written individually the project must be of max. 10 pages.
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 second internal examiner
Exam period Spring
Make-up exam/re-exam
Same examination form as the ordinary exam
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 and structure

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.
Expected literature

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.

Last updated on 14-08-2015