Curricula

Objectives

During this course you will learn different marketing concepts in service business. You will learn to differentiate the offerings of companies operating with product-dominant logic and service-dominant logic. After completing the course you know how to do a business analysis for a service firm. You know the basics of consumer research and segmentation. You will learn the fundamentals of marketing communication and service branding.

Competences
Proactive development competence, Tourism business competence

Learning objectives
After completing the course you will know marketing concepts and services marketing mix. You will be able to understand product-dominant logic and service-dominant logic. You will learn consumer research and segmentation and the basics of business analysis. You will learn the fundamentals of marketing communication and service branding.

Content

- Product-dominant logic and service dominant logic 

- Consumer research
- Segmentation, targeting and positioning 
 

- Business analysis

- Marketing communication and branding of services

Time and location

(Tuesdays 09.00-11.45)

Learning materials and recommended literature

Wilson A., Bitner M., Zeithaml V. & Gremler D. 2016. Services Marketing: integrating customer focus across the firm

Teaching methods

Lectures, group working, workshops

Exam dates and retake possibilities

Exam will be held in the end of April (29. April).
Exam retake dates will be published at the beginning of the course.

Alternative completion methods

No alternative options.

Student workload

Group assignment 50h
Studying for exams 50h
Lectures 35h

Content scheduling

Services marketing mix 
Product-dominant logic and service dominant logic 

Consumer research
Segmentation, targeting and positioning 
 

Business analysis

Marketing communication and branding of services

Further information for students

PRE-REQUISITES: Service business

Evaluation scale

0-5

Evaluation criteria, satisfactory (1-2)

1 (Sufficient)
You identify the role of services marketing mix. You understand basic ideas of product-dominant logic and service-dominant logic. You have a basic understanding of consumer research. You can identify fundaments of business analysis. You know some fundaments of marketing communication and services branding.

2 (Satisfactory)
You can define the services marketing mix. You can explain some perspectives of product-dominant and service-dominant logic. You understand consumer research and segmentation. You can do an elementary business analysis. You can define some marketing communications and service branding fundaments.

Evaluation criteria, good (3-4)

3 (Good)
You can explain the meaning of services marketing mix. You can explain multiple perspectives of product-dominant and service-dominant logic. You can define consumer research approaches and segments. You can do business analysis. You can define fundamentals of marketing communications and services branding.

4 (Very Good)
You can analytically use services marketing mix. You can evaluate some perspectives of product-dominant and service-dominant logic. You can define multiple consumer research approaches and segments. You can do a critical business analysis. You can use the fundaments of marketing communication and services branding.

Evaluation criteria, excellent (5)

5 (Excellent)
You can evaluate various aspects of services marketing mix. You can take a critical approach to product-dominant logic and service-dominant logic. You can evaluate choices in consumer research and usability of different segmentation approaches. You can do a critical and coherent business analysis. You can approach marketing communication and service branding strategically.

Prerequisites

Basics in service business