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 consulting to transportation, 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 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 like the marketing of products, but there are also significant differences. This course offers an in-depth understanding of marketing concepts as they relate to services, applies them to a wide range of services, and prepares you for a future career in dynamic services sectors.
Course description for study year 2025-2026. Please note that changes may occur.
Course code
MHR107
Version
1
Credits (ECTS)
10
Semester tution start
Spring
Number of semesters
1
Exam semester
Spring
Language of instruction
English
Content
This course builds on marketing strategy concepts in the context where they have been developed, while recognizing their limitations in a services context. Students will therefore get exposure to marketing strategy theory and its application in classic and novel types of service businesses. The course includes case applications from a variety of service industries, including consulting, communications, transportation, and transaction industries.
The course covers the following:
- Value propositions
- The role of the customer
- Value creation mechanisms
- Value appropriation mechanisms
Learning outcome
A candidate who has completed this course should have the following learning outcomes defined in terms of knowledge, skills, and general competence.
Knowledge
After completing this course, the student Has knowledge of marketing theory, models, and methods, and understands the differences and similarities between product and service marketing. Has an in-depth understanding of services demand and supply constraints and the factors influencing these. Has an in-depth understanding of customer relationships and service industry profitability.
Skills
After completing this course, the student Can apply 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 use marketing concepts 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 strategies and activities to stakeholder groups.
Required prerequisite knowledge
Exam
| Form of assessment | Weight | Duration | Marks | Aid |
|---|---|---|---|---|
| In-class written exam | 1/1 | 4 Hours | Letter grades |
Coursework requirements
The folder/portfolio consists of two group projects. For each project, there is a written report. Students must complete and pass both before qualifying for the written exam.
50% attendance of all sessions
To take the final exam, students must pass the written portfolio requirement.
Students may also be asked to submit an assessment of their class participation and a peer evaluation. All parts of the evaluation must be passed to get a grade in the course.
Course teacher(s)
Course coordinator:
Lars Ingvar BergkvistMethod of work
The classes combine lectures and discussions of cases. 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 course materials 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
Student enrolled in the master in Service Leadership in International Business program.
Incoming exchange students. Other master students at the UiS if there is vaccant capacity.
Admission requirements
The same admission requirements as for Master in Service Leadership in International Business.