Services Marketing (5 cr)

Objectives (course unit)

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 (course unit)

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

Location and time

Moodle 9.9.2024-31.7.2025

Assessment scale

0-5

Teaching methods

Independent learning assignments.

Learning materials

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.

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.

Completion alternatives

-

Further information

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