Modulhandbuch (Module manual)

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M.184.3114 Services Marketing
(Services Marketing)

Koordinator (coordinator):	Prof. Dr. Lena Steinhoff
Ansprechpartner (contact):	Karina Reker ()
Credits:	10 ECTS
Workload:	300 Std (h)
Semesterturnus (semester cycle):	SoSe
Studiensemester (study semester):	3-6
Dauer in Semestern (duration in semesters):	1

Lehrveranstaltungen (courses):
	Nummer / Name (number / title)	Art (type)	Kontaktzeit (contact time)	Selbststudium (self-study)	Status (P/WP) (status)	Gruppengröße (group size)
a)	K.184.31141 / Services Marketing		60 Std (h)	240 Std (h)	P	50 TN (PART)
Wahlmöglichkeiten innerhalb des Moduls (Options within the module):
Keine

Empfohlene Voraussetzungen (prerequisites):
M.184.1102 Management M.184.1103 Einführung in die Wirtschaftswissenschaften

Inhalte (short description):
Module contents: Services play a vital role in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers. Manufacturing and product-dominant companies that, in the past, have depended on their physical products for their livelihood now recognize that service provides one of their few sustaninable competitive advantages. Given the ever-growing importance of services and the unique challenges faced by service managers, this module familiarizes students with the key characteristics, concepts, and frameworks in services marketing. 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 case studies through which students will develop competencies in applying services marketing’s concepts, theories, and methods to real-world managerial challenges. Module schedule: Course format: The module takes place as a regular course featuring two on-campus sessions per week, one lecture session and one exercise session. The examinations encompass individual assignments (75 %) and team assignments (25 %). Teams consist of 4-6 students. Workload distribution: The workload is evenly spread over the course of the semester, with six team assignments due on a weekly or biweekly basis between late April and late June and a team presentation taking place in early July (intermediate examinations; examination type b). The module concludes with a final exam taking place during the examination period after the teaching period (final examination; examination type a). Kick-off session: There will be a kick-off session in the first week of the teaching period. Attendance of the session is mandatory (please see "additional information" below).

Inhalte (short description):

Module contents:

Services play a vital role in the economy and its future. The advanced economies of the world are now dominated by services, and virtually all companies view service as critical to retaining their customers. Manufacturing and product-dominant companies that, in the past, have depended on their physical products for their livelihood now recognize that service provides one of their few sustaninable competitive advantages. Given the ever-growing importance of services and the unique challenges faced by service managers, this module familiarizes students with the key characteristics, concepts, and frameworks in services marketing. 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 case studies through which students will develop competencies in applying services marketing’s concepts, theories, and methods to real-world managerial challenges.

Module schedule:

Course format: The module takes place as a regular course featuring two on-campus sessions per week, one lecture session and one exercise session. The examinations encompass individual assignments (75 %) and team assignments (25 %). Teams consist of 4-6 students.

Workload distribution: The workload is evenly spread over the course of the semester, with six team assignments due on a weekly or biweekly basis between late April and late June and a team presentation taking place in early July (intermediate examinations; examination type b). The module concludes with a final exam taking place during the examination period after the teaching period (final examination; examination type a).

Kick-off session: There will be a kick-off session in the first week of the teaching period. Attendance of the session is mandatory (please see "additional information" below).

Lernergebnisse (learning outcomes):

Fachkompetenz Wissen (professional expertise):
Studierende... 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):
Studierende... 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):
Studierende... Students … gain experience in solving business cases in teams improve their English communication skills
Personale Kompetenz / Selbstständigkeit (individual competences / ability to perform autonomously):
Studierende... 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)	Umfang (extent)	Gewichtung (weighting)
a)	Klausur	90 Min.	75.00 %
b)	Besondere Form der Leistungserbringung. Details siehe Prüfungsumfang 2	Bearbeitung und Präsentation von Übungsaufgaben in Teams	25.00 %

Studienleistung / qualifizierte Teilnahme (module participation requirements)
Nein

Voraussetzungen für die Teilnahme an Prüfungen (formal requirements for participating in examinations)
Keine

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. Zeithaml, V. A.; Bitner, M. J.; Gremler, D. D.; Mende, M. (2024). Services Marketing: Integrating Customer Focus Across the Firm, 8. Aufl., New York: McGraw-Hill.

Teilnehmerbegrenzung (participant limit):
50 Personen

Sonstige Hinweise (additional information):
Please register for the module in PAUL and check the participant and waiting lists published on the website of the Faculty of Business and Economics. Please note that attendance of the introductory session in the first week of the teaching period 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 marketing-dt@wiwi.uni-paderborn.de) that they cannot attend the session but still want to participate in the module. No exceptions can be made from this rule. Upfront notice for your study program planning: This module will presumably not take place in summer term 2026. Hence, you can either select this module in the upcoming summer term 2025, or again in summer term 2027 and onwards.

Sonstige Hinweise (additional information):

Please register for the module in PAUL and check the participant and waiting lists published on the website of the Faculty of Business and Economics.

Please note that attendance of the introductory session in the first week of the teaching period 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 marketing-dt@wiwi.uni-paderborn.de) that they cannot attend the session but still want to participate in the module. No exceptions can be made from this rule.

Upfront notice for your study program planning: This module will presumably not take place in summer term 2026. Hence, you can either select this module in the upcoming summer term 2025, or again in summer term 2027 and onwards.

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