Services Marketing (MHR107)

Services dominate most developed economies, typically making up about 80 percent of the gross domestic product, and most people work in the service sector. Services include everything from accounting to zone therapy, and we frequently use services such as electricity and online search engines without even thinking of them as services. In recent years digitalization has enabled many new or transformed services. Shortly, new technologies such as AI and robotics will increase the dynamism and importance of the service sector even further. Also, an increasing number of products include a service component. The marketing of services is similar to the marketing of products, but there are also significant differences. This course offers an in-depth understanding of the core concepts in services marketing, applies them to a wide range of services, and prepares you for a future career in the dynamic services sector.

Course description for study year 2023-2024. Please note that changes may occur.


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This course builds on marketing concepts and theories such as the marketing mix, STP (segmentation, targeting, and positioning) strategy, branding, and consumer behavior while recognizing their limitations in a services marketing context. The course thus expands and supplements the general marketing concepts with services marketing concepts such as the 7Ps, demand-capacity management, revenue management, and service quality models. More specifically, the course covers the following areas:
  • Service consumption
  • Service product, distribution, pricing, and marketing communication decisions
  • Processes, people, and the physical environment in services
  • Demand and capacity management
  • Revenue management
  • Customer relationships
  • Customer centricity, service quality, and productivity

Learning outcome

A candidate who has completed this course should have the following learning outcomes defined in terms of knowledge, skills, and general competence.


After completing this course, the student

  • Has advanced knowledge of services marketing theory, models, and methods, and understands the differences and similarities between product and services marketing.
  • Has an in-depth understanding of services demand and supply constraints and the factors influencing these.
  • Has an in-depth understanding of service quality measurement, customer relationships, and service industry profitability.


After completing this course, the student

  • Can apply services marketing theories, models, and methods to analyze, evaluate, and improve service organizations and processes, identify business opportunities and develop new services.
  • Can identify service demand and supply constraints and propose solutions to manage these.
  • Can interpret service quality measures and use these to manage long-term profitable customer relationships.

General competence

After completing this course, the student

  • Can formulate and analyze business and marketing problems, including ethical issues.
  • Has critical thinking skills enabling the application of extant knowledge to novel problems.
  • Can work in teams and contribute significantly to their results.
  • Can communicate services marketing analyses, strategies, and activities to stakeholder groups.  

Required prerequisite knowledge



Folder and oral exam

Form of assessment Weight Duration Marks Aid
Folder 2/5 Letter grades
Oral Exam 3/5 Letter grades

The folder consists of two group projects. For each project, there is a written report. Students must complete and pass both projects' written reports before the oral exam.

Course teacher(s)

Course coordinator:

Lars Ingvar Bergkvist

Method of work

The classes combine lectures, discussions, and group discussions of cases and applied exercises. Students are expected to study and apply all assigned readings and the additional topics discussed in class in the assignments (where applicable). They are expected to have a good grasp of all the course material on the exam at the end of the course.

Note that some material is mainly presented orally in class. Also, the exercises and discussions add considerable knowledge and insights by applying the textbook and article material to practical marketing problems. Thus, if you miss several classes or attend but do not pay attention, there is a considerable risk of missing essential material that you are expected to know and apply in the course assessments. Therefore, students are encouraged to attend all classes and ensure they catch up on the material if they cannot avoid missing a class.

Open for

Service Leadership in International Business - Master's Programme

Course assessment

There must be an early dialogue between the course supervisor, the student union representative and the students. The purpose is feedback from the students for changes and adjustments in the course for the current semester.In addition, a digital subject evaluation must be carried out at least every three years. Its purpose is to gather the students experiences with the course.


The syllabus can be found in Leganto