level of course unit
Learning outcomes of course unit
Students recognize the challenge of marketing services, which is usually a given due to the intangibility of the service, and are equipped with tools for process analysis (service blueprint, flowcharts, capacity management, quality measurement, integration of new technologies, gap model, etc.), which are indispensable for a successful and sustainable implementation of a customer oriented marketing strategy. Students are also equipped with theories and concepts for the effective and efficient design of service environments and are thus able to understand how a service environment should be designed to generate positive customer reactions and purchase decisions such as consumption, recommendation, satisfaction, loyalty, etc.
prerequisites and co-requisites
This course addresses the challenges faced by companies in creating and providing high quality and highly charged services (medical, legal, educational), as their consumption is usually associated with certain risks. In order to create and offer customer-oriented and excellent services, students learn the practical handling of concepts and methods that are necessary for the development of marketing strategies. The potential for differentiation, standardization of services, improvement of quality and increase of productivity is shown.
recommended or required reading
•Bruhn, M., Meffert, H., and Hadwich, K. (2019). Handbuch Dienstleistungsmarketing. Wiesbaden: Springer Gabler.
•Haller, S. (2017). Dienstleistungsmanagement - Grundlagen, Konzepte, Methoden. Wiesbaden: Springer Gabler.
•Zeithaml, V.A., Bitner, M.J., and Gremler, D.D. (2017). Services Marketing: Integrating Customer Focus Across the Firm, NY: McGrawHill.
•Wirtz, J., and Lovelock, Ch. (2016). Services Marketing: People, Technology, Strategy, Singapur: World Scientific Publication.
•Corsten, H., and Gössinger, R. (2015). Dienstleistungsmanagement. Oldenbourg: De Gruyter.
assessment methods and criteria
Seminar paper and/or presentation, online tests
language of instruction
number of ECTS credits allocated
eLearning quota in percent
planned learning activities and teaching methods
Integrated course, group work, case studies, discussions, e-learning
semester/trimester when the course unit is delivered
name of lecturer(s)
Dr. Markus Holzweber
course unit code
type of course unit
mode of delivery