Service Marketing and Selling (5 cr)
28.11.2022 - 08.01.2023
09.01.2023 - 31.07.2023
Number of ECTS credits allocated
Mode of delivery
Korkeakouluyksikkö D /YAMK
Laurea Virtual Campus
40 - 50
- Complementary competence, master’s studies in English (CYJ2), Generic studies
- Complementary competence, Master’s studies (TYJ), Generic Studies
- Virpi Kaartti
- Apramey Dube
Teacher in charge
- Avoin AMK (Size: 15. Open UAS: 15.)
CYJ23KJComplementary competence (master’s studies in English), K23, Generic studies
TYJ23KJTäydentävä osaaminen (yamk-tutkinto), K23, yhteiset opinnot
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
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.
Forms of internationality
International student group
5 ects credits = 135 hours (1 credit = 27 hours of work)
Further information for students
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 course 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
The instructor of the course is Apramey Dube, email firstname.lastname@example.org
This course is only for the students who make their master's degree.
Evaluation methods and criteria
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.
Evaluation criteria, approved/failed
Evaluation criteria, satisfactory (1-2)
Grade 1 - Student is able
Knowledge base: To gather, process, produce and evaluate information widely. To use concepts of the area of expertise systematically.
Problem solving: To solve problems in research, development and/or innovation activities.
Development: To recognise and analyse focuses of development making use of the knowledge base.
Communication: To communicate clearly both orally and in writing.
Evaluation criteria, good (3-4)
Grade 3 - Student is able
Knowledge base: To gather, process, produce and evaluate information critically and widely making use of both national and international scientific sources. To use concepts of the area of expertise fairly.
Problem solving: To solve problems in research, development and/or innovation activities by applying and combining information from different fields.
Development: To create target-oriented, justified development plans considering the community.
Communication: To communicate in a competent, clear and consistent manner both orally and in writing.
Evaluation criteria, excellent (5)
Grade 5 - Student is able
Knowledge base: To create a consistent framework/knowledge base making use of both national and international scientific sources in a critical analytic fashion.
Problem solving: To solve demanding problems in research, development and/or innovation activities where new knowledge and competence is created as well as to apply and combine information from different fields.
Development: To develop the activities of the competence area in a target-oriented and communal fashion.
Communication: To communicate convincingly both orally and in writing to audiences within and exterior to the field.