2025/2026 BA-BSEMO2513U Marketing and Service Management Operations
English Title | |
Marketing and Service Management Operations |
Course information |
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Language | English |
Course ECTS | 7.5 ECTS |
Type | Mandatory |
Level | Bachelor |
Duration | One Quarter |
Start time of the course | Second Quarter |
Timetable | Course schedule will be posted at calendar.cbs.dk |
Study board |
Study Board for Service and Markets
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Course coordinator | |
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Main academic disciplines | |
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Teaching methods | |
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Last updated on 26-06-2025 |
Relevant links |
Learning objectives | ||||||||||||||||||||||||||||
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Examination | ||||||||||||||||||||||||||||
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Course content, structure and pedagogical approach | ||||||||||||||||||||||||||||
Course aim: Service industries play a central role in the world economy. This course aims to provide students with theories, analytical tools and practical methods to understand the specific characteristics of service management operations and key service marketing topics. Course content: The course consists of different knowledge areas of service operations and marketing. The first part of the course focuses on understanding services’ characteristics, service dominant logics, competition and strategy issues in services. The second part focuses on theories, tools and methods in the areas of consumer behaviour, innovation, customer and quality management, and new service development. The third part introduces strategies for process improvement and facility and location considerations relevant to the marketing and management of service firms. The final part analyses models and methods to manage capacity and demand, capacity planning and queuing systems. The different theories and tools are applied using interactive exercises and practical case studies. |
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Research-based teaching | ||||||||||||||||||||||||||||
CBS’ programmes and teaching are research-based. The following
types of research-based knowledge and research-like activities are
included in this course:
Research-based knowledge
Research-like activities
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Description of the teaching methods | ||||||||||||||||||||||||||||
The course comprises of lectures and structured class activities. In the lectures the different theories and models are presented using cases of the service industries and interactive exercises. The course involves the preparation of a case related to services. Students work in teams, choose a problem statement related to the management of a service corporation of their specialization and present their case analysis in class. There will be a peer evaluation of the cases. Guidelines for the development of the case will be introduced as a preparation for the student activities. | ||||||||||||||||||||||||||||
Feedback during the teaching period | ||||||||||||||||||||||||||||
The course includes in-class activities where feedback will be provided by the teacher, and also team presentations with teacher-students and students-students feedback. | ||||||||||||||||||||||||||||
Student workload | ||||||||||||||||||||||||||||
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Expected literature | ||||||||||||||||||||||||||||
Bordoloi, S., Fitzsimmons, James A. & Fitzsimmons, Mona J. (2023) Service Management – Operations, Strategy, Information Technology, 10th edition. McGraw-Hill, Boston.
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