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 Wirtschaftsingenieurwesen 2013|
|department||Department of Economic Sciences and Media|
|ID of group||2523 (Marketing Group)|
|subject leader||Prof. Dr. Anja Geigenmüller|
|on-campus program (h)||34|
|exam||oral examination performance, 30 minutes|
|details of the certificate|
|Signup details for alternative examinations|
|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|
begleitendes Skript, Power-Point-Präsentationen
|literature / references|
|evaluation of teaching|
SS 2016 (Fach)
WS 200)710 (Vorlesung)