Wirtschaftswissenschaftliche Fakultät

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Advanced Services Marketing - Master BWL


After the successful participation in this module, students are able to understand important concepts, theories, and methods of services marketing. In particular, they understand the management of people involved in service delivery (i.e., frontline employees and customers) and experimentation in services marketing. Students apply the concepts and theories to reflect and discuss case studies and research findings, generate ideas for research, and develop experimental research designs. They can apply their knowledge on research designs to any topic where experimentation is applicable. Overall, students are able to critically analyze and evaluate phenomena at the service employee-customer interface and to create solutions for business and research problems in a largely autonomous way. They are able to exchange their ideas with experts and others on an academic level.

Contact Person: Andreas Lechner

Course Language: English

Course Material: Will be available on Digicampus

Type of Examination: Exam (60 minutes)

 

Winter Term 2017/2018

First Session: October 18, 2017

Date & Room: Wednesday, 08:15h-11:30h at FW 2105

Course Contents: 

  • Introduction to services marketing
  • Experimentation in services marketing
  • Managing employees I: Importance of employees in service delivery
  • Managing employees II: Organizational-level determinants (e.g., service climate)
  • Managing employees III: Team-level determinants (e.g., leadership)
  • Managing employees IV: Employee-level determinants (e.g., emotional display & labor)
  • Managing employees V: Measuring employee performance
  • Managing customers I: Importance of customers in service delivery
  • Managing customers II: Integration of customers in service delivery
  • Managing customers III: Customer and organizational outcomes

Student Tutorial: The onsite student tutorial, carried out Christina Lutz, takes place from December 4, 2017 to January 30, 2018, on Mondays and Tuesdays from 10:00h-11:30h at FW 1513.