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Näytä opetus ja tentit
721471S Service Marketing and Management, 6 op 
Tunniste 721471S  Voimassaolo 01.08.2011 -
Nimi Service Marketing and Management  Lyhenne Service Marketi 
Laajuus6 op   
OpiskelumuotoSyventävät opinnot Oppiaine6313 Markkinointi 
  Arvostelu1 - 5, hyv, hyl 
Vastuuyksikkö Oulun yliopiston kauppakorkeakoulu 

Outi Keränen 


6 credits




Period 1 (year 1)


Upon completion of this course, students are able to understand and analyze distinctive and new perspectives of marketing and management in service economies. They are able to compare and assess different service marketing theories and apply them to develop service business models and strategic marketing. After passing the course, students can evaluate and argue for the relevance and usefulness of the theories in their research.


The course introduces different theoretical logics for understanding service marketing and management: service logic, service-dominant logic, customer-dominant logic, and servitization. Contemporary perspectives to service marketing and management are considered, e.g. digitality in services, service modularity, service design and innovation, and ecosystems. The course applies both B2B and B2C perspectives through emphasizing interdisciplinary focus to current service marketing and management within business networks and ecosystems.


Face-to-face teaching


Classroom activities (36h) include lectures and related article analysis, groups’ presentations and commenting them by students and the company, group work (50h) for creating a solution for the problem set by the case company, individual reflective learning diary (50h) and reading the assigned articles (24h).


Master’s level students in marketing.


The course is an independent entity and does not require additional studies carried out at the same time.


Articles and lecture material assigned by the teacher. Recommended material: Lusch, R. F. & Vargo, S. L. (2014) Service-Dominant Logic: Premises, Perspectives, Possibilities and Grönroos, C. (2007 or newer) Service Management and Marketing

Suoritustavat ja arviointikriteerit 

The active participation during the course; 75% required presence in lectures and the group work with presentation and commenting determine 50% of the grade. The assessment of individual learning diary form 50% of the grade. The assessment is based on the learning outcomes of the course unit.


The course utilizes a numerical grading scale 1-5. In the numerical scale zero stands for a fail.


Dr. N.N


Teamwork to solve a company’ real-life problem, contacting and collaborating with the company, presenting group work and giving business focused feedback to others. Company involvement in classroom work.


The number of students is limited.


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ilmoittautumisaika on päättynyt Service Marketing and Management  Opintojakso  Outi Keränen  06.09.21 -15.10.21

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