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721471S Service Marketing and Management, 6 ECTS cr 
Code 721471S  Validity 01.08.2011 -
Name Service Marketing and Management  Abbreviation Service Marketi 
Scope6 ECTS cr   
TypeAdvanced Studies Discipline6313 Marketing 
  Grading1 - 5, pass, fail 
Unit Oulu Business School 

Outi Keränen 

ECTS Credits 

6 credits

Language of instruction 



Period 1 (year 1)

Learning outcomes 

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.

Mode of delivery 

Face-to-face teaching

Learning activities and teaching methods 

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).

Target group 

Master’s level students in marketing.

Prerequisites and co-requisites 

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

Recommended or required reading 

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

Assessment methods and criteria 

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.

Person responsible 

Dr. N.N.

Working life cooperation 

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.

Other information 

The number of students is limited.


Current and future instruction
Functions Name Type ECTS cr Teacher Schedule
registration period has ended Service Marketing and Management  Course  Outi Keränen  06.09.21 -15.10.21

Future examinations
No examinations in WebOodi