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Knowledge of the basic principles of service management with special emphasis on service marketing. Critical reflection of service development.

The basics of service and tourism management are presented. The focus is put on the marketing of services with a special emphasis on psychological fundamentals of service consumption and resulting service strategies. Based on practical examples and case studies students gain an overview of different services and their peculiarities. Selected theories, concepts and instruments are used for further elaboration.

Case studies, input, team work, presentations, guest lecturers

Course examination according to § 7, statute section on "study-law regulations"

Lovelock, C., Wirtz, J. (2011). Services Marketing. People, Technology, Strategy, 7th edition, Prentice Hall: New Jersey. Solomon, M. R. (2011). Consumer Behavior: Buying, Having, and Being, 9th edition, Prentice Hall: New Jersey.

During the winter term only one seminar "Entwicklung und Design von Dienstleistungsunternehmen" will be held by the team SME and Tourism (LV 436 411).