Marketing 5 / 1 - Modultafeln of TU Ilmenau
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|module properties Marketing 5 / 1 in degree program Master Medienwirtschaft 2014|
|department||Department of Economic Sciences and Media|
|ID of group||2523 (Marketing)|
|module leader||Prof. Dr. Anja Geigenmüller|
|term||summer term only|
|on-campus program (h)||34|
|exam||alternative examination performance|
|details of the certificate|
Assignment 1 (30 %): Reflection paper (individual work)
|alternative examination performance due to COVID-19 regulations incl. technical requirements|
|signup details for alternative examinations|
Liebe Studentinnen und Studenten,
|maximum number of participants|
|previous knowledge and experience|
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.
|media of instruction and technical requirements for education and examination in case of online participation|
Moodle course: Marketing 5/1 – Services Marketing (Summer term 2021)
|literature / references|
|evaluation of teaching|
SS 2016 (Fach)
WS 200)710 (Vorlesung)