The course familiarizes students with key concepts and frameworks in service economy and service management. The theoretical concepts cover service-dominant logic, service logic and customer-dominant logic as well as the more practically oriented concepts of servicescape and service encounter. In addition to the basics, the students will focus on one recent research area of their choice such as service innovations, service related human resources management, or transformative service research. Emphasis is placed on both theoretical frameworks and practical applications and tools.

Open University

This
course will be held only once in the academic year 2025-2026: Independent study and assignments, spring 2026. Independent studying online on Moodle platform that contains videos and 
readings. Final assignments are a learning diary and a video 
assignment.

Faculty of Management and Business

English

After completing the course the student understands the increasingly important role of services in today's economies and societies. The student is able to apply a service mindset to analysing business and societal phenomena. Furthermore, the student can analyze different elements of service including the servicescape, service encounters and service interactions. Students are able to identify several research streams within service research, and can reflect upon their connections with current societal megatrends and business transformations.

No prior studies are required for this course.

TUNI Moodle: KAT.MARK.232-2025-2026-1 Readings in service and experience economy (Independent project)

Independent study and assignments, spring 2026

This
course will be held only once in the academic year 2025-2026: Independent study and assignments, spring.2026. Independent studying online on Moodle platform that contains videos and 
readings. Final assignments are a learning diary and a video 
assignment.

Online studies

<a href="https://www.tuni.fi/fi/tule-opiskelemaan/markkinoinnin-aineopintoja" data-entity-type="external">Intermediate Studies in Marketing</a> <a href="https://www.tuni.fi/fi/tule-opiskelemaan/kauppatieteiden-vaylaopinnot-55-op" data-entity-type="external">Pathway Studies in Business Studies</a>

KAT.MARK.232 Readings in service and experience economy, 5 cr

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