LFU:online

Department of Management and Marketing Department of Management and Marketing

Dr. Martin Wetzels Dr. Martin Wetzels

436340

VU Services Marketing

VU 2

5

Block

annually

English

This course explores methods and ideas in which firms can use service as a unique selling proposition. The focus is put on the international marketplace from a European perspective. As service organizations require a distinctive approach to marketing strategy the lecture builds on the principles of marketing and expands into very specific themes covering the entire spectrum of both online and offline services, illustrated by relevant case studies. In the seminar, the theoretical knowledge of the lecture is transferred into practice. Here, the focus lays on service design thinking, whereby services design is viewed from a comprehensive, interdisciplinary customer perspective. The following issues are treated in the seminar: - How to implement a holistic (emotional and cognitive charged) service process design? - How to involve customers in service co-design processes? - How to jointly create value for both customers and companies through customer co-creation. - How to improve existing and discover new services opportunities? The focus of this class is on co-creation and online marketing issues.

Case studies and mini projects, which are prepared individually or in groups not only demand the students´ ability to integrate acquired knowledge and handle complexity. Students also need to search for additional information and to formulate judgments with incomplete or limited information. Problem detection and formulation, the selection of relevant data sources as well as innovative reasoning in the search for problem solutions are trained. Oral student presentations and the receipt of constructive feedback by lecturers and peers enhance the students’ communications skills.

Seminar work, exam, students presentations (individual and group).

Will be provided on OLAT

see dates