| Learning objectives |
To achieve the grade 12, students should meet the
following learning objectives with no or only minor mistakes or
errors: The aim of the course is, on the one hand, to introduce
students to the fundamental theoretical frameworks within the field
of servicescapes; and, on the other, to have students apply these
frameworks and critically reflect upon some of the most typical
phenomena in consumer culture of today. More specifically, having
completed the course students are expected to:
- Describe and explain the fundamental theoretical concepts and
frameworks within the field of servicescapes, conceptualizing the
consumer, culture, consumption and marketing as well as the
relationship between them.
- Identify and analyze the various key servicescape issues, such
as atmospheric, ambient conditions, and various other types of
physical evidence (in addition to servicescapes).
- Apply these different theoretical concepts and frameworks on
some typical phenomena in servicescape literature of today in order
to describe and analyze these phenomena.
- Identify and explain potential differences in concepts and
frameworks between different kinds of servicescapes, such as
retailers, cultural or touristic attractions.
- Critically reflect on theoretical and practical aspects the
field of servicescapes and its relation to adjacent
fields.
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| Examination |
|
Servicescapes
- Understanding the place where service meets
consumers:
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| Exam
ECTS |
7,5 |
| Examination form |
Home assignment - written product |
| Individual or group exam |
Individual exam |
| Size of written product |
Max. 10 pages |
| Assignment type |
Written assignment |
| Duration |
2 weeks to prepare |
| Grading scale |
7-step scale |
| Examiner(s) |
One internal examiner |
| Exam period |
Winter |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
Same examination form as the
ordinary exam.
If a student is ill during the regular exam, s/he will be able to
write a make-up exam in the same examination form as the ordinary
exam on a new deadline specified by the secretariat
|
Description of the exam
procedure
The exam is an individual, home written assignment (written
product; take-home exam) with a maximum of 10 pages. The student
will receive a specific research-based case and detailed questions
regarding the case. In a 2 weeks’ time the students should analyse
the case and apply knowledge gained through the course to answer
these questions as written in the learning
objectives.
|
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| Course content and structure |
|
Servicescapes are the physical surroundings as fashioned by
service organizations to facilitate the provision of service
offerings to customers. Those places range from retailer shops and
malls, to museums, theme parks, or – for example – the city as
such. They differ not only in size – but also in purpose and target
groups. Different concepts, theories and frameworks are needed to
conceptualize the consumer, culture, consumption and marketing as
well as the relationship between them in regarding with services
and the place.
|
| Teaching methods |
Through providing an overview of theories and
research from the field, as well as some hands-on insights from
practice the course is designed to be highly interactive and build
upon principles of active learning. Students are expected to
comment on readings, and are invited to do group exercises
throughout the course.
Key theoretical frameworks, concepts and issues regarding
servicescapes will be discussed in more traditional lecture based
presentations from the course instructors. Part of the course
fabric is also the inclusion of both various guest speakers from
the Danish Industry, as well as fieldwork assignments done both
together as a class, in groups and/or individually. We are going to
discuss ideas and ways of doing research in class. |
| Feedback during the teaching period |
| During the semester the students are assigned
short in class assignments which will allow them to get needed
feedback. Assignments are typically based on reading questions
discussed in groups or fieldwork exercises. Short presentations are
then to be discussed with peers, as well as the teacher and thereby
assure the students, that they are able to critically reflect upon
readings/ apply theories to other situations/topics relevant for
the course (See teaching methods and course objectives as well).
. |
| Student workload |
| Lectures |
33 hours |
| Preparation for class and exam |
173 hours |
|
| Expected literature |
|
We will have no textbook, as no fitting textbook is available.
Instead, we will read a number of seminal articles – new and old –
from the vast body of relevant research. You are responsible for
finding your own literature, but help will be provided. There is no
excuse for not reading!
Relevant readings will be announced during the
course
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