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2026/2027  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
Programme Bachelor of Science in Business Administration and Service Management
Course coordinator
  • Kasper Aalling Teilmann - Department of Business Humanities and Law (BHL)
Main academic disciplines
  • Marketing
  • Experience economy
  • Service management
Teaching methods
  • Blended learning
Last updated on 23-06-2026

Relevant links
Learning objectives
To achieve the grade 12, the student should meet the following learning objectives with no or only minor mistakes or errors:
  • 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 Written sit-in exam on CBS' computers
Individual or group exam Individual exam
Assignment type Written assignment
Duration 4 hours
Grading scale 7-point grading scale
Examiner(s) One internal examiner
Exam period Winter
Aids Closed book: no aids
However, at all written sit-in exams the student has access to the basic IT application package (Microsoft Office365 (minus Excel), document camera and paper, 7-zip file manager, Adobe Reader DC, PDF24, Texlive, VLC player, Windows Media Player – ATTENTION no sound allowed), and the student is allowed to bring simple writing and drawing utensils (non-digital). PLEASE NOTE: Students are not allowed to communicate with others during the exam.
Make-up exam/re-exam
Same examination form as the ordinary exam
The number of registered candidates for the make-up examination/re-take examination may warrant that it most appropriately be held as an oral examination. The programme office will inform the students if the make-up examination/re-take examination instead is held as an oral examination including a second examiner or external examiner.
Description of the exam procedure

The examination is an individual 4-hour written sit-in exam on CBS computers. The exam is a closed-book exam.
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, service operations and service marketing. The course focuses on how service firms create, communicate and deliver value to customers, and how marketing and operations decisions jointly shape customer experience, service quality and competitiveness.

 

Course content:
The course consists of different knowledge areas within service operations, service management and service marketing. The first part focuses on understanding the specific characteristics of services, including service-dominant logic, customer participation, value co-creation, competition and strategy in service markets. Marketing is integrated through topics such as customer needs, market segmentation, positioning, value propositions, customer expectations and customer relationships.

 

The second part focuses on theories, tools and methods in the areas of consumer behaviour, innovation, service encounters, customer and quality management, and new service development. The third part introduces strategies for process improvement, facility and location considerations, and the relationship between operational design, market positioning and service delivery. 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 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 38 hours
Cases workshop 6 hours
Preparation for class 85 hours
Exam 4 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 23-06-2026