Technische Universität Ilmenau

Marketing 5 / 1 - Interactive curriculae of TU Ilmenau

The interactive curriculae provide information on the degree programmes offered by the TU Ilmenau.

Please refer to the respective study and examination rules and regulations for the legally binding curricula (Annex Curriculum).

You can find all details on planned lectures and classes in the course catalogue.

Please note that this page is no longer updated. All modules and study plans from PO version 2021 onwards (Bachelor and Master study programs) are now available on the Campus Portal.

module properties Marketing 5 / 1 in degree program Master Medienwirtschaft 2018
ATTENTION: not offered anymore
module number6263
examination number2500047
departmentDepartment of Economic Sciences and Media
ID of group 2523 (Marketing)
module leaderProf. Dr. Anja Geigenmüller
term summer term only
languageEnglisch
credit points4
on-campus program (h)34
self-study (h)86
obligationelective module
examoral examination performance, 20 minutes
details of the certificate

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)

link to Moodle course
teacher

Univ.-Prof. Dr. Anja Geigenmüller

signup details for alternative examinations
maximum number of participants
previous knowledge and experience

Bachelorabschluss

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.

content
  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 and technical requirements for education and examination in case of online participation

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

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