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2023/2024  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
Start time of the course Fourth Quarter
Timetable Course schedule will be posted at calendar.cbs.dk
Study board
Study Board for BSc in Service Management
Course coordinator
  • Seidi Suurmets - Department of Marketing (Marketing)
Main academic disciplines
  • Marketing
Teaching methods
  • Blended learning
Last updated on 02-05-2023

Relevant links
Learning objectives
The course aims to introduce the core concepts and models in service marketing related to innovations. Students will learn about the main challenges of marketing regarding service innovations from articles, examples, and case studies and will learn to apply
solutions.

More specifically, at 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 in models related to the marketing of service innovations, such as decision processes and adoption behavior, innovation diffusion, and the role of information and communication technologies (ICTs)
  • 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 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, see also the rules about examination forms in the programme regulations.
Individual or group exam Individual oral exam based on written group product
Number of people in the group 2-3
Size of written product Max. 20 pages
The group project can also be written individually. The size of the individual project is Max. 20 pages
Assignment type Project
Release of assignment Subject chosen by students themselves, see guidelines if any
Duration
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 external examiner
Exam period Summer
Make-up exam/re-exam
Same examination form as the ordinary exam
Re-examination:
If the student has participated in the written group project for the ordinary exam, but didn't attend the oral exam, the re-examination is conducted on the basis of the group project that has already been handed in.
However, a copy of the project for the ordinary exam MUST be handed in for the re-exam within a specified time.

If the student has participated in the written group project for the ordinary exam, but not passed the oral exam, the re-exam is normally conducted on the basis of a revised version of the project that has already been handed in. However, the student may choose to hand in a new, individual project within a specified time.

NB! The student must clearly state at the frontpage of the project, if the project has been REVISED, or if the student has chosen to hand in a NEW PROJECT.

If the student has not participated in the written group project, the student may participate in the oral re-examination, if the student hands in an individual project within a specified time.

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.

The project will be followed by an individual 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, 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 during the teaching period:
Forms of continuous feedback are essential parts of the course and will be provided through interactive activities in class, student presentations and peer-to-peer feedback exercises allowing the students to practice and discuss organization and theory-specific challenges. In particular, students receive feedback in the following forms:


1. Interactive activities in class: Students get feedback through participating in classroom discussions and case study sessions, during which they can apply the tools and concepts discussed in lectures. This takes the form of both lecturer feedback and peer feedback in virtual breakout rooms.

2. Synchronous feedback on generic queries: Students receive feedback on generic queries about their understanding of particular sessions/contents of the course, based on an anonymous, collective Q&A document posted on Canvas. If teaching is delivered online, students can use the chat function to pose their questions during classes.

3. Project supervision in small groups: Project groups are offered two 1-hour focused supervision outside of scheduled lectures. The track teacher provides bookable slots for supervision sessions, that may take place either on Campus or virtual platforms. In order to best support the work-in-progress with the exam project, students are provided with a framework/agenda to prepare the first supervision meeting (including pragmatic advice on scoping the research problem, questions and data collection). Apart from the oral feedback, project groups receive concise written feedback on their choice of topic, theoretical perspective, methods and analytical approaches.

4. Solicited feedback on specific queries: Students may also request and receive feedback on specific queries via mail, both related to particular sessions/contents of the course or to the progress of the 1st year project.

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

Wirtz, J., & Lovelock, C. (2021). Services marketing: People, technology, strategy. World Scientific Publishing Company.



Please note, minor changes may occur. The teacher will upload the final reading list to CBS Canvas two weeks before the course starts.

Last updated on 02-05-2023