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2020/2021  MA-MMFUV2014U  Servitization

English Title

Course information

Language English
Course ECTS 3 ECTS
Type Elective
Level Part Time Master
Duration One Semester
Start time of the course Spring
Timetable Course schedule will be posted at calendar.cbs.dk
Min. participants 10
Max. participants 30
Study board
Study Board for Master i forretningsudvikling
Course coordinator
  • Kai Inga Liehr Storm - Department of Operations Management (OM)
  • Tobias Schäfers - Department of Marketing (Marketing)
Main academic disciplines
  • Service management
  • Economics
Teaching methods
  • Face-to-face teaching
Last updated on 30-06-2020

Relevant links

Learning objectives
To achieve the grade 12, participants should meet the following learning objectives with no or only minor mistakes or errors:
  • Define a specific servitization problem arising in a practical setting
  • Apply the theories and models of the course to analyze this servitization problem.
  • Critically reflect on how to design and analyze processes and delivery models that can support servitization.
Exam ECTS 3
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 Individual exam
Size of written product Max. 5 pages
Assignment type Synopsis
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-point grading scale
Examiner(s) Internal examiner and second internal examiner
Exam period Summer
Make-up exam/re-exam Home assignment - written product
Size of written product: Max. 10 pages
Assignment type: Essay
Duration: Written product to be submitted on specified date and time.
Description of the exam procedure

The exam is based on a synopsis prepared individually by the course participants. Synopsis is a brief theory-driven analysis of a concrete practical problem within the course area of servitization in the participant’s own or a different company chosen by the participant. The synopsis is presented and defended at an oral exam.

Course content, structure and pedagogical approach

Many industries are currently in the process of transforming from a focus on tangible products to a focus on services. For example, car manufacturers are intending to transform to mobility service providers, software companies are transitioning from selling licenses to software-as-a-service business models, and manufacturers of industrial machinery are implementing advanced maintenance services or even outcome-based contracts. The reason is that companies are increasingly realizing the tremendous potential that services offer. Generating new revenue streams, increasing profitability, generating data-driven customer insights, creating closer bonds with customers, or locking out competitors are only some of the promises of servitization – the strategy of combining products with services. However, actually realizing these promises has frequently proven to be a challenge for companies. Successfully designing, implementing, and executing servitization entails significant and far-reaching changes to a company’s business model, pricing structure, operational setup, sales approach, and company culture, to name a few. These changes often introduce a host of complexities that can be difficult to anticipate and that can create significant managerial challenges and dilemmas.


This course will sensitize participants to the complexities and interdependencies they should expect when embarking on a servitization journey by providing an in-depth understanding of what servitization entails and how it affects companies’ business models. Moreover, participants will learn different ways in which the ensuing complexities can be addressed. Based on the most recent servitization research, the course provides participants with practical tools to better understand, configure, execute, and manage different servitization strategies.

Description of the teaching methods
The course is based on three components:

• Interactive lectures that provide space for plenary discussion
• In-class group work and presentations from the participants
• Individual in-class exercises, in which participants will apply the theoretical content to a practical case, such as their own organizations
Feedback during the teaching period
Feedback will be given during lectures.
Student workload
Preparation 70 hours
Lectures 20 hours
Exam 0.5 hours
Last updated on 30-06-2020