Service Marketing - Interactive curriculae of TU Ilmenau

English level B2

Students understand the specific nature and characteristics of service offerings and practical challenges of service marketing and management. Students understand strategies in service marketing and can explain them. Students concepts learned for analyzing and solving managerial problems in the service sector. Students worked in groups and thus have obtained team competence, communication and presentation skills as well as assessing and reflecting individual results of their project work.

1   Introduction to services

2   Customers as co-producers

3   Managing service quality

4   Complaint management and service recovery

5   Service design and delivery

6   Pricing and communication of services

7   The servicescape

8   Employees‘ roles in services

9   Service processes and capacity management

Moodle, PowerPoint presentation, lecture notes, additional digital resources

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.

There is the possibility to receive up to six bonus points through active participation at the exercise.

Prof. Dr. Geigenmüller, Anja

There is the possibility to receive up to six bonus points through active participation at the exercise.