Technische Universität Ilmenau

Marketing 5 / 1 - Modultafeln of TU Ilmenau

The Modultafeln have a pure informational character. The legally binding information can be found in the corresponding Studienplan and Modulhandbuch, which are served on the pages of the course offers. Please also pay attention to this legal advice (german only).
Information on the room and time of planned courses can be found in the e-calendar of events. Courses and examinations that are not listed in the e-calendar of events are planned "by appointment". A list of the events concerned can be found here: courses, examinations.

subject properties Marketing 5 / 1 in major Master Allgemeine Betriebswirtschaftslehre 2013
subject number6263
examination number2500047
departmentDepartment of Economic Sciences and Media
ID of group 2523 (Marketing Group)
subject leaderProf. Dr. Anja Geigenmüller
term Sommersemester
credit points4
on-campus program (h)34
self-study (h)86
Obligationobligatory elective
examalternative examination performance
details of the certificate

Assignment 1 (30 %): Reflection paper about current developments in services marketing

Assignment 2 (20 %): Analysis and presentation of service marketing strategies of a service provider

Assignment 3 (20 %): Contributions to a Service Marketing Wiki on Moodle

Assignment 4 (30 %): Case study - analysis and oral presentation (group work)

Signup details for alternative examinationsDie Anmeldung zur alternativen semesterbegleitenden Abschlussleistung erfolgt über das Prüfungsverwaltungssystem (thoska) außerhalb des zentralen Prüfungsanmeldezeitraumes. Die früheste Anmeldung ist generell ca. 2-3 Wochen nach Semesterbeginn möglich. Der späteste Zeitpunkt für die An- oder Abmeldung von dieser konkreten Abschlussleistung ist festgelegt auf den (falls keine Angabe, erscheint dies in Kürze):
  • signup begins: 04.05.2020
  • signup ends: 11.05.2020
  • resignation not after: 11.05.2020
  • last modification of this information: 29.04.2020
maximum number of participants
previous knowledge and experience


learning outcome

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
media of instruction

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

literature / references
  • 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.
evaluation of teaching


SS 2016 (Fach)

WS 200)710 (Vorlesung)

Freiwillige Evaluation: