Service Management and Marketing, 7.5 credits

Service Management and Marketing, 7.5 hp


Main field of study

Business Administration

Course level

First cycle

Course type

Single subject and programme course


Aku Valtakoski

Course coordinator

Aku Valtakoski

Director of studies or equivalent

Svjetlana Pantic Dragisic
ECV = Elective / Compulsory / Voluntary
Course offered for Semester Weeks Language Campus ECV
F7YEF Business and Economics Programme - International - French (Business) 6 (Spring 2020) 202009-202013 English Linköping E
F7YET Business and Economics Programme - International - German (Business) 6 (Spring 2020) 202009-202013 English Linköping E
F7YES Business and Economics Programme - International - Spanish (Business) 6 (Spring 2020) 202009-202013 English Linköping E
F7YEK Business and Economics Programme (Business Administration) 6 (Spring 2020) 202009-202013 English Linköping E

Main field of study

Business Administration

Course level

First cycle

Advancement level


Course offered for

  • Business and Economics Programme - International - French
  • Business and Economics Programme
  • Business and Economics Programme - International - Spanish
  • Business and Economics Programme - International - German

Entry requirements

The general admission requirements as for the programme.

Intended learning outcomes

After completing the course the student should be able to:

  • describe the most common theoretical concepts, models and theories in the field of service management and marketing
  • understand the role of service at the societal, business and customer level
  • propose marketing actions by a firm to improve service quality
  • analyse situations in firms from a service marketing perspective, identify patterns and problems, suggest well-argued solutions, and reflect upon the outcomes of suggested solutions
  • critically analyse and integrate the knowledge of service management and markeing and express it orally and in writing

Course content

At the introduction of the course the service management and marketing at the societal, business, and customer level are discussed. The course content, then, is organized to include a selection of perspectives on service management and marketing issues.

The first part is about central models of service management and marketing, and includes:

  • the gap model of service quality
  • the servuction model
  • service characteristics (IHIP)
  • service logic

The second part is about understanding the service encounter. It includes:

  • employees roles in service provision
  • customers roles in service provision
  • service quality and customer satisfaction
  • customer expectations and perceptions of service

The third part is about how firms work with service development and provision and

  • new service development and service innovation
  • service infusion
  • the servicescape
  • listening to customers through research

One recurrent theme is to understand the service encounter and 'the moment of truth'. 

Teaching and working methods

The course is organised through a combination of lectures, seminars and teamwork. Lectures provide perspectives on the course content, and students should not expect repeating all content in the course literature. Students may have to prepare tasks and assignments for seminars and teamwork. Language of instruction is English.


The course content will be examined through teamwork assignments and an individual written examination at the end of the course. Detailed information about the examination can be found in the course’s study guide.

Students failing an exam covering either the entire course or part of the course twice are entitled to have a new examiner appointed for the reexamination.

Students who have passed an examination may not retake it in order to improve their grades.


Three-grade scale, U, G, VG

Other information

Planning and implementation of a course must take its starting point in the wording of the syllabus. The course evaluation included in each course must therefore take up the question how well the course agrees with the syllabus. 

The course is carried out in such a way that both men´s and women´s experience and knowledge is made visible and developed.


Institutionen för ekonomisk och industriell utveckling
Code Name Scope Grading scale
EXA1 Written Examination 4 credits U, G, VG
ASS1 Teamwork Assignment 3.5 credits U, G, VG


Wilson, Alan M., Zeithaml, Valarie A., Bitner, Mary Jo, Gremler, Dwayne D., (2016) Services marketing : integrating customer focus across the firm Third European edition. Maidenhead, Berkshire [UK] : McGraw-Hill Education, 2016.

ISBN: 9780077169312, 007716931X

This course involves considerable amount of reading. In addition to the course textbook, selected articles will also be assigned when the course starts. A complete litterature list will be available on Lisam.

This tab contains public material from the course room in Lisam. The information published here is not legally binding, such material can be found under the other tabs on this page.

There are no files available for this course.