Wirtschaftswissenschaftliche Fakultät

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Course Details



Prof. Paul
WIW-5138


Advanced Services Marketing

Lecturer: Prof. Dr. Michael Paul; Andreas Lechner
Type: Lecture
Exam: Written exam
ECTS: 6
Term: Winter
Level: Master
Limitation: An application to attend is necessary.

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.


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