Marketing
Prof. Dr. Reinhold Decker
Brief Description
Services are an integral part of our daily lives. Every consumer interacts with them multiple times a day, using services such as telecommunications, transportation, gastronomy, or medical care. Services constitute a significant portion of the global economy. However, due to the unique characteristics of services, service companies face specific challenges.
In the course "Introduction to Service Marketing," students engage in an in-depth examination of the distinctive features of services (e.g., intangibility and integrativity) and the resulting marketing-specific challenges. Additionally, they learn about and apply the concept of the 7Ps of service marketing, which extends the traditional marketing mix. Another key focus of the course is the growing importance of technology in service delivery. In addition to analyzing the role of technological service encounters in traditionally employee-driven services (e.g., banking, healthcare), students also discuss the marketing-specific characteristics of technology-based services and service innovations (e.g., service robots, smart services).Through this course, students gain both a solid understanding of theoretical concepts in service marketing and insights into its practical challenges.
Structure of the lecture / Literature
The outline and literature overview for the SoSe 2025 is available via the Moodle course of the course.
Course materials / Exam Dates
- The course materials can be found in the course's Moodle page.
- Exam dates can be found on the semester overview page.
- Information on exam review and the related online registration form can be accessed via this link.