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2025/2026  BA-BSEMO2513U  Marketing and Service Management Operations

English Title
Marketing and Service Management Operations

Course information
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
Course coordinator
  • Ana Maria Munar - Department of Business Humanities and Law (BHL)
Main academic disciplines
  • Marketing
  • Experience economy
  • Service management
Teaching methods
  • Blended learning
Last updated on 26-06-2025

Relevant links
Learning objectives
  • Explain concepts and theories about the nature and role of services in the economy
  • Apply the different economic theories with special focus on the management conditions of service firms.
  • Provide a critical analysis of the characteristics of service operations and service marketing and present solutions to business problems.
  • Critically discuss the competitive environment of services and apply theoretical frameworks to examine the competitiveness of service firms.
  • Examine service design, service marketing, innovation processes and quality management in services applying theoretical models and methodological tools.
  • Work in teams and apply academic knowledge to practical cases in services
Examination
Marketing and Service Management Operations:
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 3-4
Size of written product Max. 15 pages
Assignment type Project
Release of assignment The Assignment is released in Digital Exam (DE) at exam start
Duration 72 hours to prepare
Grading scale 7-point grading scale
Examiner(s) Internal examiner and external examiner
Exam period Winter
Make-up exam/re-exam
Same examination form as the ordinary exam
Description of the exam procedure

The group project is based on 72-hour case.

 

It is not possible to hand in the project individually

 

GenAI will be permitted as per CBS’s general guidelines. Students must declare their use where required, and improper use (e.g., inserting AI-generated content without citation) will be considered an academic integrity violation.
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.
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
  • Classic and basic theory
  • Models
Research-like activities
  • Analysis
  • Discussion, critical reflection, modelling
  • Peer review including Peer-to-peer
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
Classes 30 hours
Cases workshop 6 hours
Preparation for class 85 hours
Home assignment 14 hours
Exam 72 hours
Expected literature

Bordoloi, S., Fitzsimmons, James A. & Fitzsimmons, Mona J. (2023) Service Management – Operations, Strategy, Information Technology, 10th edition. McGraw-Hill, Boston.


Selected book chapters and articles on service marketing topics. 

Please note, changes may occur in the literature of the course. The teacher will upload the final reading list to CBS Canvas two weeks before the course starts.
Last updated on 26-06-2025