Service Marketing - Interaktive Studienpläne der TU Ilmenau

Englischkenntnisse 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

• Kandampully, J.; Solnet, D. (2024): Service Management and Marketing Principles. Competing in the Service Economy. Oxford. (E-Book)
• Zeithaml, V.A.; Bitner, M. J.; Gremler, D. D.; Mende, M. (2024). Services marketing: integrating customer focus across the firm. 8^th ed., New York, WIR QR 560 Z48(8).
• Wirtz, J.; Lovelock, C. H. (2022). Services marketing: people, technology, strategy. 9^th ed., New Jersey, WIR QP 600 L911 S4(9).

It is possible to obtain up to six bonus points by actively participating in the exercise.

Prof. Dr. Geigenmüller, Anja

It is possible to obtain up to six bonus points by actively participating in the exercise.