Service Marketing

The following details taken from the examination regulations BSBWL/10, SBPO 4. Änderungsordnung zum WS 2018/19 (24.10.2018) are for information purposes only and not legally binding. For legally binding information, please refer to the corresponding official examination regulations of the program Bachelor Business Administration.

Key Info

Basic Information

Studypath:
Bachelor Business Administration
Semester:
3
Course Type:
Lecture
Language:
German
Cycle:
Winter term
Scheduling:
Entire semester
Course Units:
4.0
Credits:
6.0
Course Limit:
35
Erasmus Capacity:
5
Compulsory Attendance:
No

Lecturer

Syllabus

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.

Objectives

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.

Prerequisites

Inhaltlich: Absatz und Beschaffung
Formal: min. 57 CP gem. ┬ž5 Abs.2

Examination

Examination (50%, graded, 60min.), Paper (50%, graded)

Further Information

No information available in English at the moment.

Literature

No information available in English at the moment.