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Service Marketing MHR107

The core of service businesses is their function in a market - what services are delivered where and to whom. In highly competitive markets with continuous change, it is important with knowledge on services marketing and how to develop, implement and improve a company's marketing strategy.


The course provides an introduction to key concepts, theories and methods, which will subsequently be applied to actual service marketing problems in companies. Ethical challenges are discussed in connection with key thematic areas and make up an integral part of the course. Furthermore, the students should be able to apply theories and methods to practical service marketing problems.

Course description for study year 2022-2023. Please note that changes may occur.

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European economies are now dominated by services, and virtually all companies view service as critical to retaining their customers today and in the future. The course provides coverage of the foundations of services marketing, placing the distinctive gaps model at the center of this approach. Drawing on the most recent research and using up-to-date and topical examples, the book focuses on the development of customer relationships through quality service, out lining the core concepts and theories in services marketing today.

The following four main topics will be focused:

•Understanding service products, consumers and markets

•Applying the 4 P’s of marketing to services

•Managing the customer interface

•Implementing profitable service strategies

Learning outcome

Learning outcome

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



After completing this course, the student

  • Has broad knowledge of key topics, theories, issues, processes, tools and methods inservices marketing
  • Is familiar with research and development work in services marketing
  • Is capable of updating his/her knowledge of services marketing
  • Has knowledge of the history of services marketing, and its traditions, distinctive nature and place in society



After completing this course, the student

  • Can apply academic knowledge and relevant results from research and development work to practical and theoretical issues and make grounded choices
  • Can reflect on his/her own academic performance and adjust it under supervision
  • Can find, assess and refer to information and specialist literature and present it in a way that sheds light on an issue


General Competence:

After completing this course, the student

  • Has insight into relevant academic and professional ethics issues
  • Can plan and carry out varied work assignments and projects that take place over time, alone and as a member of a group, in line with ethical requirements and guidelines
  • Can disseminate key academic material such as theories, issues and solutions both in writing and verbally
  • Is capable of exchanging views and experience with others with a background in marketing,
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

Students will deliver one oral and one 5-page report based on an assignment related to strategic marketing. Furthermore, the students are expected to deliver a second oral presentation and a report related to a marketing issue. In total two oral and two 5-page reports. Each of the four deliveries will be subject to indicative grading. The final grade will be based on a folder evaluation in which all four deliveries are included. The oral part will be weighted 60% and the report 40% respectively. The deliveries have to be solved individually or in a group of max three students. In case of a re-sit exam the students deliver a new folder-presentation including two oral presentations and two reports.

Open for
International Hospitality Management - Master's Degree Programme Service Leadership in International Business, Master's Programme
The syllabus can be found in Leganto