Wirtschaftswissenschaftliche Fakultät


Course Details

Prof. Paul

Services Marketing: Principles (5 LP)

Lecturer: Sonja Kralj
Type: Vorlesung
Exam: written examination
Term: winter
Level: Bachelor
Limitation: None

After the successful participation in this module, students are able to understand essential concepts and theories of services marketing. In particular, they understand how services differ from other products; how service quality and customer satisfaction are conceptualized, measured, and managed; how to manage relationships with service customers; and how to brand services. Students are able to apply the concepts and theories to analyze simple case examples and research findings in services marketing. They can apply their knowledge on service quality and customer satisfaction to several business and research problems beyond this module. Overall, students are able to analyze and critically evaluate services marketing phenomena and to explain their ideas to experts and others.

For further information or application procedure please check the module manual and the website of the chair.