Service Management

Consolidation

Students recognize the challenge of marketing services, which is usually a given due to the intangibility of the service, and are equipped with tools for process analysis (service blueprint, flowcharts, capacity management, quality measurement, integration of new technologies, gap model, etc.), which are indispensable for a successful and sustainable implementation of a customer oriented marketing strategy. Students are also equipped with theories and concepts for the effective and efficient design of service environments and are thus able to understand how a service environment should be designed to generate positive customer reactions and purchase decisions such as consumption, recommendation, satisfaction, loyalty etc.

Modul MGL

This course addresses the challenges companies face in creating and delivering high-quality and highly emotional services, as their consumption is often associated with certain risks. To design and provide customer-oriented and excellent services, students learn to apply concepts and methods necessary for developing marketing strategies in practice. The course highlights opportunities for differentiation of offerings, for the standardization of services, for quality improvement, and for increasing productivity. In addition, the impact of generative AI on services is illustrated.

- Bruhn, M., Meffert, H., & Hadwich, K. (2019). Handbuch Dienstleistungsmarketing. Springer Gabler.
- Zeithaml, V. A., Bitner, M. J., & Gremler, D. D. (2017). Services marketing: Integrating customer focus across the firm (7th ed.). McGraw Hill.
- Wirtz, J. (2023). Essentials of services marketing (4th ed.). Pearson.

Seminar paper

German

5

Integrated course, group work, case studies, discussions, e-learning

3