Technische Universität Ilmenau

Marketing 5 / 1 - Modultafeln of TU Ilmenau

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module properties Marketing 5 / 1 in degree program Master Wirtschaftsingenieurwesen 2014
module number6263
examination number2500047
departmentDepartment of Economic Sciences and Media
ID of group 2523 (Marketing)
module leaderProf. Dr. Anja Geigenmüller
term summer term only
credit points4
on-campus program (h)34
self-study (h)86
obligationelective module
examalternative examination performance
details of the certificate

Assignment 1 (30 %): Reflection paper (individual work)

Assignment 2 (70 %): Creation of a concept for the university library, preparation of a PowerPoint and oral presentation of the results (group work)

alternative examination performance due to COVID-19 regulations incl. technical requirements
signup details for alternative examinations

Liebe Studentinnen und Studenten,

im Sommersemester werden folgende Prüfungen als semesterbegleitende Prüfungsleistungen angeboten:

-    Marketing 4
-    Marketing 5/1
-    Unternehmensführung 4
-    Competition, Strategy, and Institution
-    Innovationsökonomik

In der Zeit vom 24.-31. Mai können Sie sich für diese Prüfungen anmelden, wenn Sie sich entscheiden, diese im Sommersemester abzulegen. Die Anmeldung zu den Prüfungen erfolgt mit Ihrer thoska-Karte (Terminal oder Kartenleser).

Nach diesem Zeitraum ist keine Anmeldung zu diesen Prüfungen und auch keine Abmeldung von diesen Prüfungen mehr möglich!

Sollte eine Anmeldung bei Ihnen nicht über Thoska möglich sein, nutzen Sie bitte das Anmeldeformular (Webseite oder Anmeldeseite Thoska) und reichen Sie es bis spätestens 31. Mai bei uns im Prüfungsamt ein.

Bei Fragen können Sie sich jederzeit an uns wenden.

Mit freundlichen Grüßen

Susanne Puschnerus

Technische Universität Ilmenau
Fakultät Wirtschaftswissenschaften und Medien
Dipl.-Ing. Susanne Puschnerus
Tel.: 03677 69 4647

  • signup begins: 05.11.2021
  • signup ends: 12.11.2021
  • resignation not after: 12.11.2021
  • last modification of this information: 15.10.2021
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 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


SS 2016 (Fach)

WS 200)710 (Vorlesung)

Freiwillige Evaluation: