| 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.
- Demonstrate insight into the benefits and limitations of
digitization
|
| 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 |
| Examination |
|
Service
Marketing, 1st Year Project:
|
| Exam
ECTS |
7,5 |
| Examination form |
Home assignment - written product |
| Individual or group exam |
Group exam
Please note the rules in the Programme Regulations about
identification of individual contributions. |
| Number of people in the group |
2-3 |
| Size of written product |
Max. 15 pages |
|
The group project can also be written
individually. The size of the individual project is Max.15
pages |
| Assignment type |
Project |
| Duration |
Written product to be submitted on specified date
and time. |
| Grading scale |
7-point grading scale |
| Examiner(s) |
Internal examiner and external examiner |
| Exam period |
Summer |
| Make-up exam/re-exam |
Same examination form as the ordinary exam
.
Students that did not hand in a project for the ordinary exam must
hand in a new problem formulation for the retake exam within a set
deadline announced at Canvas.
Students that failed to pass the ordinary exam must hand in a new
problem formulation for the retake exam within a set deadline
announced at Canvas.
The student cannot claim supervision hours in connection with the
retake/ reexam.
|
Description of the exam
procedure
The final exam is 1st year project group exam.
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.
|
|
| Course content, structure and pedagogical
approach |
|
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.
|
| Description of the 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 CBS
Canvas. |
| Feedback during the teaching period |
| Feedback is provided in class and during
supervision. |
| 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 |
|
| Expected literature |
|
Jochen Wirtz & Christopher H. Lovelock (2016). Services
Marketing – People, Technology, Strategy, 8th World
Scientific.
Please note, minor changes may occur. The teacher will
upload the final reading list to CBS Canvas two weeks before
the course starts.
|
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