Service marketing management

- The service concept.
- Creating value through services.
- Understanding service markets, products and customers.
- Service management systems and business models.
- Building and developing the service model.
- Technology and the digital environment in services
- Pricing and positioning services in competitive markets.
- Service quality.
- Managing relationships (employees, customers, partners, etc.) and loyalty.

Knowledge:
- Knowledge of terminology within the field.
- In-depth knowledge of central theories and methodology within the field.    

Skills:
- Be able to analyze problems based upon theory from within the field.
- Contribute actively when elaborating strategies for service businesses.

General competence:
- Capable of using knowledge from within the field in different industrial contexts.
- Ability to contribute to innovation and development regarding strategies within services.

Lectures, cases, presentations and a mandatory group project with a maximum of four students.