HAS SEMA - Service Marketing Q4

Faculty
Jørgen Vinding

Course Coordinator
Richard Jones

Prerequisite/progression of the course

The students must document a level in English equal to TOEFL 575 and a level in mathematics equal to Danish level B.

Course content, structure and teaching

The course aims broadly to introduce the central concepts and models in marketing as well as the more specific model and concepts in relation to the marketing of services. The course introduces the students to the concept of service marketing as used in manufacturing, service and non-profit sectors. It analyses the central role of the service concept in contemporary market oriented companies both internally and externally. Students discuss the key characteristics of services and service consumption compared with that of tangible goods, the role of the consumer in the perception of service quality and the role of internal stakeholders in service delivery. The course also offers insight into the management of services, from service production to communication.

Learning Objectives

In the end of this course, the students should be able to:

· Demonstrate a knowledge and understanding of the central models, concepts and theories presented through the course
· Critically assess the value and relevance of models, concepts and theories presented through the course in relation to their practical application
· Identify key characteristics of services and the organisational factors that aid in the production of services
· Demonstrate an understanding and use of basic methodology to address Service Marketing
· Relate the theories, concepts and models presented in this course to others they are familiar with from other courses

Type of examination, exam aids and assessment

project maximum 15 pages in length and the group size should be 2 -3 students. The project is based on knowledge, methods and the concepts and vocabulary learned during the four courses taken during the semester. The project proceeds from a real-life research question derived from a firm within the sector. Students are expected to select, develop and delimitate the research question.

The project will be followed by an individual, 20 minutes oral exam, which takes its point of departure in the group project, but also natural relations to theory and models from syllabus. The individual assessment is based on a combined evaluation of the written group project and the individual oral exam.

For more details please refer to the specific conditions stated in the study rules and regulations.

No aids permitted at the oral exam.

Teaching methods

There will be a weekly 3-hour introducing the main concepts, theories and models associated with marketing generally and the marketing of services in particular. These lectures will be supplemented with a weekly 2-hour session comprising exercises, cases and discussion.

Students are expected to take an active part in the teaching and exercises. Most exercises will be in small groups where preparation is essential. Group Presentations and plenary discussions are vital to the success of the course.

Lecture plans, cases and question for preparation will be posted at Sitescape.

Course literature