Service Marketing, 1st year project: Service and Innovation
About the course
What you will learn
The course aims to introduce the core concepts and models in service marketing related to innovations. Students will learn about the main challenges of marketing regarding service innovations from articles, examples, and case studies and will learn to apply solutions. More specifically, at the end of this course, the students should be able to:
- Demonstrate a knowledge and ability to utilize 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
- Demonstrate a knowledge and understanding in models related to the marketing of service innovations, such as decision processes and adoption behavior, innovation diffusion, and the role of information and communication technologies (ICTs)
- Demonstrate insight into the benefits and limitations of digitization