Study Guide

Learning outcomes

The student is able to
- explain the evolution of services marketing thought
- identify the strategic approach in service marketing
- establish, maintain and develop customer relationships
- conceptualize and sell services

Teaching methods

Interactive online implementation:

The study unit is conducted online and does not require attendance on campus. The study unit includes scheduled teaching/guidance online, which is not recorded.

In this study unit a combination of lectures, group-work, assignments and project work are used. All parts of the study-unit are compulsory. In event of absence from any activity, student has to do compensatory assignment.

Learning materials and recommended literature

The course book is Services Marketing: Integrating Customer Focus Across the Firm by Wilson, Zeithaml, Bither and Gremler, Third European Edition (2016). In addition, there will be a selection of articles to read.

Alternative completion methods of implementation

According to the degree regulations (2024), "Students are entitled to apply for recognition of prior learning regardless of where, when and how the competence has been acquired. ... At Laurea, there are two different procedures for the recognition and accreditation of prior learning: a) accreditation of prior learning (competence acquired in higher education studies at another institution) and b) demonstration of competence (competence acquired in other ways). The recognition and accreditation of prior learning is initiated by the student themselves. The student is responsible for demonstrating and verifying their competence. The student is entitled to guidance for the recognition and accreditation of their competence." Further information in the student intranet.

You may also assess work-based learning as a way to acquire the competence needed. Read more in the student intranet.

Important dates

Based on the degree regulations (2024), the student accepted for the implementation is required to confirm his/her participation by showing activity at the start of the study in the following way:

In order to demonstrate activity, the student must be present at the first contact lesson or notify the teacher in charge of his/her absence to confirm his/her participation in the study. Registration will be rejected if the student does not report his/her absence at the start of the study or the reason for the absence cannot be considered justified. Another student can be taken in his place. The first contact lesson is 25.1.2025.

Forms of internationality

International student group

Students workload

Workload of the study is measured in a way that to acquire the goal competence of the study, one credit corresponds to an average of 26.7 hours of work done by the student. The actual time needed varies e.g. according to prior competence.

Content and scheduling

Never have services played a larger role in business than they do today. In order to grow and attain higher profits, companies and managers require exceptional knowledge and understanding of service marketing. This study unit focuses on the unique challenges involved in service marketing, selling and managing a service business.

The key topics covered are evolution of service marketing, relationship marketing, service quality, internal marketing, service branding and service selling.

In addition to service marketing concepts, students will analyze cases of successful service-led businesses in a wide variety of consumer and B2B industries.

The key learning goal is to gain a critical understanding of key issues and learn to apply relevant concepts and models to service marketing and selling challenges.

Further information for students

The study unit corresponds to the requirements of Master's level education and it is only for the students who make their master's degree.

The instructor of the study unit is Apramey Dube, email aprameydube@gmail.com

Grading scale

H-5

Evaluation methods and criteria

"Competence assessment is based on the descriptions of objectives in the curricula, and the level of competence is assessed according to the assessment criteria listed in the implementation plan for the studies" (Laurea degree regulations 2024).

In this study unit evaluation focuses on:
- Class group-work
- Two assignments between the time in class sessions (1-2 pages each)
- Final project work (8-10 pages)

Evaluation methods and criteria will be discussed in the first contact session.

All staff and students of Laurea are expected to adhere to good scientific practices, which includes appropriate referencing. Familiarise yourself with the practices and, if needed, ask for more information. All study assignments are to be done as individual work unless otherwise instructed. If Tournitin is used when assignments are checked, the lecturer will inform the students of this.

Evaluation criteria, fail (0)

“Students who have failed to demonstrate their competence in accordance with the approved level must supplement or retake their study attainment in a manner and schedule defined by the teacher of the study unit. If the student does not pass the assessment despite the opportunity to complete their study attainment, they must complete the study unit in question in full as specified by the teacher.” (Degree regulations 2024.)

Evaluation criteria, satisfactory (1-2)

To achieve grade 1 (satisfactory) the student is able to:

- create a justified knowledge base on the subject using research sources (e.g. non-peer-reviewed scientific texts). (Knowledge base)
- apply the knowledge base to various professional contexts. (Knowledge base)
- pose essential questions about the topic under consideration.(Knowledge base)
- develop well-founded solutions to development problems. (Development)
- act in development tasks. (Development)
- examine issues openly from different perspectives and design functional solutions based on existing knowledge. (Creativity)
- communicate clearly both orally and in writing. (Communication)
- utilise means of communication. (Communication)
- demonstrate organisational skills in their own activities according to schedules. (Working skills, responsibility and independence)
- demonstrate responsibility, independence, and ethics in their actions. (Working skills, responsibility and independence)
- operate in uncertain situations (Working skills, responsibility and independence)
- work with others (Working skills, responsibility and independence)

Evaluation criteria, good (3-4)

To achieve grade 3 (good) the student is able to:

- create an essential knowledge base by analysing both domestic and international scientific sources. (Knowledge base)
- apply the knowledge base to various professional contexts, demonstrating independent thinking. (Knowledge base)
- reflect on critical questions related to the knowledge base.(Knowledge base)
- develop well-founded solutions to research, development, and/or innovation problems using a development process model or method.(Development)
- act as a developer in development tasks requiring complex and new approaches.(Development)
- evaluate issues openly from different perspectives and build something original and functional based on existing knowledge. (Creativity)
- communicate expertly both orally and in writing. (Communication)
- utilise various means of communication effectively. (Communication)
- apply knowledge and skills demonstrating responsibility and independence. (Working skills, responsibility and independence)
- produce solutions that demonstrate responsibility and ethics. (Working skills, responsibility and independence)
- plan and execute work according to schedules. (Working skills, responsibility and independence)
- act independently in situations requiring tolerance to uncertainty. (Working skills, responsibility and independence)
- work constructively in collaboration with others. (Working skills, responsibility and independence)

Evaluation criteria, excellent (5)

To achieve grade 5 (excellent) the student is able to:

- create a coherent knowledge base by utilising both domestic and international sources comprehensively. (Knowledge base)
- critically analyse current and relevant scientific sources. (Knowledge base)
- apply the knowledge base to various professional contexts with critical thinking. (Knowledge base)
- highlight relevant and critical perspectives related to the knowledge base.(Knowledge base)
- develop new, well-founded solutions to complex research, development, and/or innovation problems using an appropriate development process model or method. (Development)
- act as a developer in development tasks that are complex, unpredictable, and/or require new strategic approaches. (Development)
- evaluate issues openly and boldly from multiple perspectives and build new, innovative, and functional viewpoints based on existing knowledge. (Creativity)
- communicate convincingly both orally and in writing, considering the audience. (Communication)
- utilise creative means of communication. (Communication)
- apply knowledge and skills responsibly and independently. (Working skills, responsibility and independence)
- produce solutions that reflect responsibility and ethics.(Working skills, responsibility and independence)
- organise and manage their own activities. (Working skills, responsibility and independence)
- plan and schedule work systematically. (Working skills, responsibility and independence)
- show tolerance for uncertainty and the ability to overcome challenges independently and justifiably. (Working skills, responsibility and independence)
- work constructively and purposefully in collaboration with others. (Working skills, responsibility and independence)