Marketing 5/1: Services Marketing (ENG) - Interactive curriculae of TU Ilmenau

Bachelorabschluss

This course aims at providing extended knowledge on characteristics of services, service production and delivery and services marketing management in various markets, including industrial markets, online markets and the public service sector. The course focuses on defining a service concept, deriving implications for the management of customer interactions, service encounters and service processes. Also, students gain a deeper understanding of service experiences and service quality, related measurements and management instruments to create and sustain valuable service experiences and high-quality services. In this vein, the course provides fundamentals of service innovation and service engineering. Exploring specific attributes of the marketing mix for services, students’ ability to apply marketing instruments to different categories of services is enhanced. Lectures and exercises are held in English. Exercises comprise case studies on different strategic and tactical marketing decisions in service markets.

1. Introduction to Services Marketing
2. Fundamentals of Services Marketing
3. Strategies in Services Marketing
4. The Services Marketing Mix (I): Creating Service Products
5. The Services Marketing Mix (II): Performing Services
6. Service Marketing Research
7. Marketing Services Across Cultures

Moodle course: Marketing 5/1 – Services Marketing (Summer term 2021)

Moodle, PowerPoint, lecture notes, additional digital resources, Online-Wiki

• Hoffmann, K. D.; Bateson, J. E. G.; Wood, E. H. (2009): Services Marketing. Concepts, Strategies and Cases, Andover: Cengage Learning;
• Lovelock, C.; Wirtz, J. (2018): Services Marketing, 8. int. ed., Boston: Pearson; 
• McDonald. M.; Payne, S.; Frow, P. (2011): Marketing Plans for Services: A Complete Guide. Chichester: Wiley;
• Zeithaml, V. A.; Bitner, M. J.; Gremler, D. D. (2017): Services Marketing. 7. int. ed., London: McGraw Hill.

Oral examination (preparation time 20 min., duration of the examination interview 20 min.), based on contents of the last active lecture from SoSe 2020 (last examination possibility: SoSe 2023)

Univ.-Prof. Dr. Anja Geigenmüller

Oral examination (preparation time 20 min., duration of the examination interview 20 min.), based on contents of the last active lecture from SoSe 2020 (last examination possibility: SoSe 2023)