Wirtschaftswissenschaftliche Fakultät


Services Marketing: Case Studies (Seminar) – Master BWL

After the successful participation in this module, students are able to understand current theories, methods, and managerial tools of services marketing. In particular, they are able to apply research methods and managerial tools to solve case studies and are able to create novel managerial insights in a services marketing context. Students are able to integrate information and to deal with complexity and limited information. They are able to acquire knowledge, information, and skills independently and to write sound case reports. Students can apply their knowledge on methods and managerial tools to several business problems beyond this module. Overall, students are able to conduct case study projects in a largely autonomous way and to clearly defend their position towards managers, experts, and others on an academic level.

The number of participants in this seminar is limited; an application is obligatory. Please apply until October 21, 2018 using the seminar application form. Note that incomplete applications will not be processed.

Contact Person: Sonja Kralj

Course Language: English

Course Material: Will be available on Digicampus

Type of Examination: Presentation, case studies/literature review, active participation (guidelines for a business presentation, team work, and academic writing)

Workload: 180 hours

In winter term 2018, the seminar takes place in cooperation with KMS TEAM GmbH.


Winter Term 2018/2019

Application Deadline: October 21, 2018

First Session: October 23, 2018

Preliminary Dates & Rooms:

  • Kick-off: October 23, 2018, 15:45h-19:00h at J 1105
  • Interim presentations: November 20, 2018, 15:45h-17:30h at J 1105
  • Final presentations: January 29, 2019, time tbd, at KMS TEAM in Munich

Additional appointments will be determined in the kick-off session.

Course Contents:

Students will work on a case of our cooperation partner KMS TEAM GmbH. KMS TEAM is one of the biggest owner-managed branding agencies in Germany with over 30 years of business experience. Students will give recommendations on measuring seamless and consistent brand experiences in the case of the brands BMW Motorrad, Viessmann or Audi, and assess possible future applications. Students will conceptualize a framework from which they will infer indicators for measuring the consistency of the brand experience and possibly do a small empirical study. Results will be presented at the KMS TEAM office in Munich.