Technische Universität Ilmenau

Service Marketing - Modultafeln of TU Ilmenau

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module properties Service Marketing in degree program Bachelor Wirtschaftsinformatik 2021
module number200675
examination number2500511
departmentDepartment of Economic Sciences and Media
ID of group 2523 (Marketing)
module leaderProf. Dr. Anja Geigenmüller
term summer term only
credit points5
on-campus program (h)67
self-study (h)83
obligationelective module
examalternative examination performance
details of the certificate

Assignment 1 (40 %): Reflection paper about current developments in services marketing; Assignment 2 (40 %): Analysis and presentation of service marketing strategies of a service provider; Assignment 3 (20 %): Contributions to a Service Marketing Wiki on Moodle

alternative examination performance due to COVID-19 regulations incl. technical requirements
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: 05.11.2021
  • signup ends: 05.11.2021
  • resignation not after: 12.11.2021
  • last modification of this information: 15.10.2021
maximum number of participants
previous knowledge and experience

Englischkenntnisse B2

learning outcome

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 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, 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