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

25.8.2025 – 31.07.2026 in Moodle

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. The book is available as an e-book via Jamk Library. Other materials (blogs, videos, podcasts, statistics and researchs raports) are available via Moodle.

Student workload

135 hours in total including learning assignments and studying of the literature. Orientation 5 hours Lecture recordings and smaller individual assignments 76 hours Extensive individual assignment 54 hours

Content scheduling

The course can be completed independently by doing assignments from 25 August 2025 to 31 July 2026.

Completion alternatives

-

Further information

The course is assessed through individual assignments. The final grade for the course is determined based on the final assignment. In order to pass the course, all five module tasks must be successfully completed. The final assignment may be completed either as an examination or a written report, at the discretion of the student.