Learning outcomes

After completing the course the student recognizes the importance of the service mindset in contemporary marketing. The student is able to apply the service mindset and related tools for analyzing and developing businesses and organizations in different contexts. The student understands the role of the customer in value creation.

Contents

The course focuses on the service perspective which represents a new logic for marketing. The course familiarizes the student with the Nordic School which is one of the core research groups developing service theory. Students learn to use service marketing tools and concepts such as service quality, servicescape, and service blueprinting, in order to facilitate the creation of customer value as well as to increase the productivity of the organization.

Teaching methods

Teaching method	Contact	Online
Lectures	20 h	0 h

Lectures and Moodle excercises

Teaching language

English

Evaluation

Numeric 1-5.

Study materials

1. Grönroos, Christian: Service Management and Marketing. Customer Management in Service Competition, Wiley, 2007 or later.
2. Gummesson, Evert: Total Relationship Marketing, Butterworth-Heinemann, 2008 or later.
3. Other materials given by the lecturer, e.g. academic articles.

Further information

Recommended year of study: 2. year, autumn (for degree programme students)
Recommended complementary course: KATJOS42 Service Management

Belongs to following study modules