The course aims to provide students with a fundamental understanding of service management and service marketing. Specifically, the course will focus on understanding (a) how and why services are different from physical goods, (b) how these differences lead to specific challenges for service firms, (c) how firms can develop effective strategies and instruments for marketing services.
The main goal of this course is to familiarize students with the basics of service marketing and the most important instruments for bringing services to the market. On a limited scale, this course also deals with the ethical and social issues that firms may face when marketing their services. Another goal of the course is to enable students to reflect critically on current research findings and to transfer these findings to real-world challenges. To this end, students will develop their own market research projects in small groups that focus on a specific challenge of service marketing. These research projects will be presented and discussed in class and will also be documented in a final report. Thus, the course also aims to help students improve their methodological skills and their communication abilities.
Basic knowledge in Marketing (e.g., Absatz und Beschaffung)
Further information on this course and the application procedure can be obtained on CAMPUS.