Services Marketing and Digital Environments (5cr)

Objective

To provide students with a comprehensive view of services marketing. Participants
will gain a thorough understanding of the distinctive characteristics of services,
whilst understanding the importance of services marketing in today´s international
business environment.
This course consists of a optional 5 credits practical work life-related project.

Content

What are Services?
What is services marketing?
The nature of the service
The Structure of a Service / Service experience
Service quality
The pricing of services
Innovation and new service development
Development process
Services Marketing
Segmentation, Partnership marketing
Marketing Tools

Assessment criteria, excellent (5)

The student is able to critically analyze and reflect upon the chosen concepts and channels
The student is able to implement the chosen theories and concepts in a proactive, flexible and responsible manner.
The student is able to apply concepts and knowledge gained from prior courses in practice / current given task / objectives independently
The student is able to bring new insights and knowledge to the subject under research.

Assessment criteria, good (3)

The student is able to choose and apply suitable concepts and channels with minimal guidance / supervision
The student is able to implement and choose different theoretical backgrounds with minimal supervision / guidance.
The student is able to fluently apply concepts and knowledge gained from prior courses in practice / current given task / objectives with minimal guidance and supervision.

Assessment criteria, satisfactory (1)

The student is able to choose appropriate concepts and channels with guidance / supervision
The student is able to implement and choose different theoretical backgrounds under supervision / guidance.
The student is able to apply concepts and knowledge gained from prior courses in practice / current given task / objectives.

Further information

R & D 2 cr.