Service and Technology Marketing

• Students gain knowledge about the particular challenges that service providers face when managing (digital) service offerings.
• Besides the theoretical skills, students also enhance their analytical skills during the discussion of real-life case studies with great coverage of new business model examples such as Airbnb, Uber, OpenTable and others in class. They learn how to analyze and critically question practical procedures and methods. Since the class is held in English, students will additionally enhance their English language skills.
• Students learn how to accelerate on big data as a source of customer information and data analytics as a service to drive business growth and get an introduction into digital and social marketing communication.
• Students learn about technologies’ potential for service businesses and gain knowledge about technology-based business models like application services (“apps”), the “Gig” economy, the sharing economy, and the Internet of Things as a service.
• In this course the students will gain the knowledge needed to implement quality service standards and service strategies for achieving a competitive advantage across different industries. Students will learn frameworks for customer-focused marketing, and how to increase customer satisfaction and retention through (digital) service strategies.
• Students learn about the specific characteristics of services such as intangibility and the integration of an external factor. By addressing the 7 Ps of marketing, as an extension of the traditionally 4 P concept, students learn the fundamental skills on how to deal with the special characteristics of service marketing. Further, the course discusses the implications of technological progress on the 7 Ps of marketing and prepares students for the management of technology-based service businesses.

Language: English

Responsible for the course: Frederica Janotta

This course is only offered in the summer semester.