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Marketing in the Service Economy

Master’s level
7,5 credits (ECTS)


The course Marketing in the Service Economy takes as starting point theories of services marketing and service logic. The student will comprehensively work with various marketing concepts and theoretical models aiming to give a nuanced depiction of the increasingly important service sector: how may various types of services be understood and which theoretical tools may be employed in order to analyze the role of the consumer? The course distinctly focuses on a number of central phenomena within the service economy – all with the consumer as main actor – and attempts to understand the underlying motives for the behavior of the service consumer.

Services contain certain characteristics increasing the level of complexity: they are by nature intangible, they frequently involve interaction between several parties and are often consumed and produced simultaneously. This high level of complexity implies a challenge for businesses operating in the service sector. The course attempts, through practical case-oriented specializations, accept this challenge and clearly assess how this complexity may be managed – e.g. through a focus on the attraction, retention, and building of strong customer relationships.

The course Marketing in the Service Economy is based on learning through relevant problems and cases, existing in the service economy of today. Given a fundament of theoretical models, the students are encouraged to independently and creatively work in order to solve the problems at hand. Practically, the students work in groups with cases (along with adhering presentations), and with an individual assignment regarding an organization/a phenomenon of the service economy.

Prerequisites and selection


To be eligible for the course Marketing in the Service Economy, the participant must fulfil the entrance qualifications for one of the Master of Science programmes at the Graduate School.