Curricula

Objectives

You will learn the principles of services marketing and how a successful service business works. You will learn how to build a holistic understanding of service business.You will learn the impact and importance of service design in marketing.

Content

The use of service quality thinking in analysing customer experience
Service marketing differenses from product marketing
Analysyses of markets and the basics of marketing research
Basics of consumer behaviour and decision-making
User experience and digital marketing

Time and location

Moodle 13.1.-18.5.2025

Learning materials and recommended literature

Wilson A., Zeithaml V., Bitner M. & Gremler D. 2016. Services Marketing: integrating customer focus across the firm (Third European Edition). New York: McGraw-Hill Education. Other materials (blogs, videos, podcasts, statistics and researchs raports) are in the Moodle.

Teaching methods

Independent learning assignments.

Alternative completion methods

-

Student workload

135 hours in total including learning assignments and studying of the literature.

Content scheduling

The course can be completed independently by doing assignments from 13 January to 18 May 2025.

Attendees will be checked three weeks after the start of the course. If the student has not completed the assignments given by the teacher, he/she will be removed from the course.

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

Adequate (1) - The student attempts to demonstrate his/her theoretical and conceptual knowledge. Command of the subject area remains unclear. The student fails to show a convincing ability to apply theory to real-life situations or communicate effectively. The planning and implementation of the group project including the scheduling have been only partly student-led. The group requires extensive supervision with many basic issues. The aims of the project have been partially achieved. Group communication in oral, written and digital format has clear weaknesses and the structure is not organised.

Satisfactory (2) - The student shows a degree of theoretical and conceptual knowledge of the subject area. Central concepts have been defined satisfactorily. The student has an obvious overall command and understanding of the subject area but fails to show a convincing ability to apply theory to real-life situations. The student has some weaknesses in communication skills. Within a team environment, the student contributes to the content and is a dependable team member. The planning and implementation of the group project including the scheduling have been student-led. The group requires close guidance with basic issues. The aims of the project are achieved rather well. Group communication in oral, written and digital format has some weaknesses. The structure is logical.

Evaluation criteria, good (3-4)

Good (3) - The student shows theoretical and conceptual knowledge of the subject area at a relatively clear level. Central concepts have been defined fairly well. The student displays a competent command of the subject area. The student shows adequate but general ability to apply theory to real-life situations. The student can communicate effectively. Within a team environment, the student contributes to the content adequately and participates actively in group meetings. The group delivers the project fairly independently under supervision. The aims of the project are achieved and the results have some significance. Group communication in oral, written and digital format is comprehensible and the structure is descriptive.

Very good (4) - The student shows great theoretical and conceptual knowledge of subject area. Central concepts have been defined very well and the student displays a very good command and understanding of the subject area. The student demonstrates a competent ability to apply theory to real-life situations and the ideas are worth implementing. The student shows superior communications skills. Within a team environment, the student contributes to the content, providing relevant sources of information, and is supportive of others and allows them to participate. The group delivers the project independently under supervision. The aims of the project are achieved well and the results are fairly significant. Group communication in oral, written and digital format is fluent, almost error free and precise.

Evaluation criteria, excellent (5)

The student shows exceptional and detailed theoretical and conceptual knowledge of the subject area. The student demonstrates an advanced ability to apply theory to real-life situations and expresses ideas that have significant value for implementation. The student shows superior communications skills with critical argumentation.
Within a team environment, the student contributes to the content extensively, providing new and relevant sources of information and is supportive of others and shows leadership skills. The group delivers the project independently under supervision. The aims of the project are achieved very well and the results are significant. Group communication in oral, written and digital format is fluent, impressive, error free and precise.

Objectives

You will learn the principles of services marketing and how a successful service business works. You will learn how to build a holistic understanding of service business.You will learn the impact and importance of service design in marketing.

Content

The use of service quality thinking in analysing customer experience
Service marketing differenses from product marketing
Analysyses of markets and the basics of marketing research
Basics of consumer behaviour and decision-making
User experience and digital marketing

Time and location

Moodle 9.9.2024-31.7.2025

Learning materials and recommended literature

Wilson A., Zeithaml V., Bitner M. & Gremler D. 2016. Services Marketing: integrating customer focus across the firm (Third European Edition). New York: McGraw-Hill Education. Other materials (blogs, videos, podcasts, statistics and researchs raports) are in the Moodle.

Muu opiskelumateriaali (blogikirjoitukset, podcastit, videot, tilastot ja tutkimusraportit) Moodlessa.

Teaching methods

Independent learning assignments.

Alternative completion methods

-

Student workload

135 hours in total including learning assignments and studying of the literature.

Content scheduling

The course can be completed independently by doing assignments from 9 September 2024 to 31 July 2025.

Further information for students

Avoin amk 50
Campusonline 500
Edufutura 50

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

Adequate (1) - The student attempts to demonstrate his/her theoretical and conceptual knowledge. Command of the subject area remains unclear. The student fails to show a convincing ability to apply theory to real-life situations or communicate effectively. The planning and implementation of the group project including the scheduling have been only partly student-led. The group requires extensive supervision with many basic issues. The aims of the project have been partially achieved. Group communication in oral, written and digital format has clear weaknesses and the structure is not organised.

Satisfactory (2) - The student shows a degree of theoretical and conceptual knowledge of the subject area. Central concepts have been defined satisfactorily. The student has an obvious overall command and understanding of the subject area but fails to show a convincing ability to apply theory to real-life situations. The student has some weaknesses in communication skills. Within a team environment, the student contributes to the content and is a dependable team member. The planning and implementation of the group project including the scheduling have been student-led. The group requires close guidance with basic issues. The aims of the project are achieved rather well. Group communication in oral, written and digital format has some weaknesses. The structure is logical.

Evaluation criteria, good (3-4)

Good (3) - The student shows theoretical and conceptual knowledge of the subject area at a relatively clear level. Central concepts have been defined fairly well. The student displays a competent command of the subject area. The student shows adequate but general ability to apply theory to real-life situations. The student can communicate effectively. Within a team environment, the student contributes to the content adequately and participates actively in group meetings. The group delivers the project fairly independently under supervision. The aims of the project are achieved and the results have some significance. Group communication in oral, written and digital format is comprehensible and the structure is descriptive.

Very good (4) - The student shows great theoretical and conceptual knowledge of subject area. Central concepts have been defined very well and the student displays a very good command and understanding of the subject area. The student demonstrates a competent ability to apply theory to real-life situations and the ideas are worth implementing. The student shows superior communications skills. Within a team environment, the student contributes to the content, providing relevant sources of information, and is supportive of others and allows them to participate. The group delivers the project independently under supervision. The aims of the project are achieved well and the results are fairly significant. Group communication in oral, written and digital format is fluent, almost error free and precise.

Evaluation criteria, excellent (5)

The student shows exceptional and detailed theoretical and conceptual knowledge of the subject area. The student demonstrates an advanced ability to apply theory to real-life situations and expresses ideas that have significant value for implementation. The student shows superior communications skills with critical argumentation.
Within a team environment, the student contributes to the content extensively, providing new and relevant sources of information and is supportive of others and shows leadership skills. The group delivers the project independently under supervision. The aims of the project are achieved very well and the results are significant. Group communication in oral, written and digital format is fluent, impressive, error free and precise.

Objectives

You will learn the principles of services marketing and how a successful service business works. You will learn how to build a holistic understanding of service business.You will learn the impact and importance of service design in marketing.

Content

The use of service quality thinking in analysing customer experience
Service marketing differenses from product marketing
Analysyses of markets and the basics of marketing research
Basics of consumer behaviour and decision-making
User experience and digital marketing

Learning materials and recommended literature

Wilson A., Zeithaml V., Bitner M. & Gremler D. 2016. Services Marketing: integrating customer focus across the firm (Third/Fourth European Edition). New York: McGraw-Hill Education
The e-book version can be read via Janet, there is a link for it, you need to log in with Haka (Jamk login data).
https://janet.finna.fi/Record/jamk.993662044506251

Teaching methods

Lectures, exercises, group work, exam

Exam dates and retake possibilities

Exam dates will be confirmed in the beginning of the course.

Alternative completion methods

No alternative versions.

Student workload

Group work 60h, course work and studying 75h

Further information for students

avoin amk 15 (sis. max-määrään)

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

Adequate (1) - The student attempts to demonstrate his/her theoretical and conceptual knowledge. Command of the subject area remains unclear. The student fails to show a convincing ability to apply theory to real-life situations or communicate effectively. The planning and implementation of the group project including the scheduling have been only partly student-led. The group requires extensive supervision with many basic issues. The aims of the project have been partially achieved. Group communication in oral, written and digital format has clear weaknesses and the structure is not organised.

Satisfactory (2) - The student shows a degree of theoretical and conceptual knowledge of the subject area. Central concepts have been defined satisfactorily. The student has an obvious overall command and understanding of the subject area but fails to show a convincing ability to apply theory to real-life situations. The student has some weaknesses in communication skills. Within a team environment, the student contributes to the content and is a dependable team member. The planning and implementation of the group project including the scheduling have been student-led. The group requires close guidance with basic issues. The aims of the project are achieved rather well. Group communication in oral, written and digital format has some weaknesses. The structure is logical.

Evaluation criteria, good (3-4)

Good (3) - The student shows theoretical and conceptual knowledge of the subject area at a relatively clear level. Central concepts have been defined fairly well. The student displays a competent command of the subject area. The student shows adequate but general ability to apply theory to real-life situations. The student can communicate effectively. Within a team environment, the student contributes to the content adequately and participates actively in group meetings. The group delivers the project fairly independently under supervision. The aims of the project are achieved and the results have some significance. Group communication in oral, written and digital format is comprehensible and the structure is descriptive.

Very good (4) - The student shows great theoretical and conceptual knowledge of subject area. Central concepts have been defined very well and the student displays a very good command and understanding of the subject area. The student demonstrates a competent ability to apply theory to real-life situations and the ideas are worth implementing. The student shows superior communications skills. Within a team environment, the student contributes to the content, providing relevant sources of information, and is supportive of others and allows them to participate. The group delivers the project independently under supervision. The aims of the project are achieved well and the results are fairly significant. Group communication in oral, written and digital format is fluent, almost error free and precise.

Evaluation criteria, excellent (5)

The student shows exceptional and detailed theoretical and conceptual knowledge of the subject area. The student demonstrates an advanced ability to apply theory to real-life situations and expresses ideas that have significant value for implementation. The student shows superior communications skills with critical argumentation.
Within a team environment, the student contributes to the content extensively, providing new and relevant sources of information and is supportive of others and shows leadership skills. The group delivers the project independently under supervision. The aims of the project are achieved very well and the results are significant. Group communication in oral, written and digital format is fluent, impressive, error free and precise.