Modulhandbuch (Module manual)

M.184.3113 Services Marketing
(Services Marketing)
Koordinator (coordinator): Prof. Dr. Lena Steinhoff
Ansprechpartner (contact): Andrea Hampel (andrea.hampel[at]
Credits: 5 ECTS
Workload: 150 Std (h)
Semesterturnus (semester cycle): SoSe
Studiensemester (study semester): 3-6
Dauer in Semestern (duration in semesters): 1
Lehrveranstaltungen (courses):
Nummer / Name
(number / title)
(contact time)
Status (P/WP)
(group size)
a) K.184.31131 / Services Marketing Vorlesung / Übung P
Wahlmöglichkeiten innerhalb des Moduls (Options within the module):
Empfohlene Voraussetzungen (prerequisites):

Inhalte (short description):

​Globally, economies are transitioning toward services. At the same time, digital transformation is fundamentally transforming service industries and products. As a consequence, building skills in marketing and managing services has never been more relevant. This module familiarizes students with the key concepts and frameworks in services marketing. Specifically, students will get to know the unique characteristics of service markets and products, analyze each element of the extended, service-specific marketing mix (7 Ps), and learn how to successfully manage relationships with service customers. Throughout, the course will put a major focus on the implications of digital transformation for services. The lecture series is accompanied by interactive discussions of real-world case studies through which students will develop competencies in applying services marketing’s theoretical concepts and frameworks to real-world managerial challenges.

Lernergebnisse (learning outcomes):
Fachkompetenz Wissen (professional expertise):

Students …

  • understand and effectively use the fundamental concepts and frameworks of services marketing
  • understand how digital transformation continuously transforms the theory and practice of services marketing
  • Fachkompetenz Fertigkeit (practical professional and academic skills):

    ​Students …

  • apply the key concepts and frameworks of services marketing to solve business problems
  • use and execute services marketing instruments and case studies to understand how to solve services marketing problems in a scientific and process-driven manner

  • Personale Kompetenz / Sozial (individual competences / social skills):

    Students …

  • gain experience in solving business cases in teams
  • improve their English communication skills​

  • Personale Kompetenz / Selbstständigkeit (individual competences / ability to perform autonomously):

    Students …

  • learn to independently apply knowledge acquisition strategies
  • independently identify, critically reflect, and select managerial decision alternatives with regard to services marketing decisions​

  • Prüfungsleistungen (examinations)
    Art der Modulprüfung (type of modul examination): Modulabschlussprüfung
    Art der Prüfung
    (type of examination)
    a) Klausur 90 Min. 100.00 %
    Studienleistung / qualifizierte Teilnahme (module participation requirements)
    Voraussetzungen für die Teilnahme an Prüfungen (formal requirements for participating in examinations)
    Voraussetzungen für die Vergabe von Credits (formal requirements for granting credit points)
    Die Vergabe der Credits erfolgt, wenn die Modulnote mindestens „ausreichend“ ist
    Gewichtung für Gesamtnote (calculation of overall grade)
    Das Modul wird mit der doppelten Anzahl seiner Credits gewichtet (Faktor: 2)
    Verwendung des Moduls in den Studiengängen (The module can be selected in the following degree programmes)
    B.Sc. International Business Studies, B.Sc. Wirtschaftsinformatik, B.Sc. Wirtschaftswissenschaften
    B.Sc. Wirtschaftswissenschaften
    B.Sc. International Business Studies
    B.Sc. Wirtschaftsinformatik
    Umfang QT (participation requirements):
    Lernmaterialien, Literaturangaben (learning material, literature):
    Wirtz, J. (2022). Essentials of Services Marketing, 4. Aufl., Harlow: Pearson Education Limited.
    Teilnehmerbegrenzung (participant limit):
    Sonstige Hinweise (additional information):

    The language of instruction is English.

    Throughout the semester, students have the opportunity to complete several optional assignments to earn bonus points for the exam. Detailed information on the procedure will be provided in the introductory session.

    The module is limited to 50 participants. Please register for the module in PAUL and check the participant and waiting lists published on the website of the Faculty of Business Administration and Economics. Please note that attendance of the introductory session is mandatory for all students who want to participate in the module (from both the participant list and the waiting list). Students who are absent from the introductory session will be withdrawn from the participant and waiting lists and deregistered from the module unless they gave upfront notice to us (via e-mail to andrea.hampel[at] that they cannot attend the session but still want to participate in the module.

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