Services Marketing (Marketing Specialization) (SoSe 2022)

Course schedule

Notice

Note that this lecture will presumably take place in-class.

Contact person: Marc Linder, M.Sc.

This course takes place throughout the semester. It consists of a lecture (The first lecture starts on Wednesday the 6th of April; and will be held in class in the JUR 2) and a tutorial (The tutorial will start on Monday 25th of April; via ZOOM) and is part of the module ”Advanced Marketing”.

Please note that the lecture starts at 12:00 pm sharp (not 12.15).

Please register for the course in Learnweb to receive further information.

The tutorial will take place five times during the semester at the day and time indicated above. The dates are to be announced in the first lecture.

Course grade: Final exam (60 min) (100%) Please register at the examination office for the regular examination period.

Credit points: 3 ECTS (BWL PO 2010)

During the course, please communicate and stay updated via the course page on Learnweb. Announcements, lecture slides and any additional material will be published there.

The password for all materials will be announced in the first lecture.

Description

The lecture Services Marketing introduces students to the specifics of services marketing and management. Students learn how to differentiate services from products and how to manage services successfully. The lecture examines how to establish and maintain long-term customer relationships taking into account the central success drivers of customer satisfaction and service quality. Moreover, challenges for branding services are addressed. The lecture aims at providing students with a broad understanding of service issues by considering up-to-date theoretical and empirical research findings.

Lecturers

• Univ.-Prof. Dr. Thorsten Hennig-Thurau (responsible)