Whether the marketing of services is different to or pretty much the same as products has been an ongoing debate. There are those who maintain that because services possess certain characteristics that products do not, services marketing is different and more difficult. Others argue that essentially, customers do not purchase products or services, but seek to solve their problems and satisfy their needs and wants, so that the debate is meaningless to marketers. This course sits on the fence by taking the view that both arguments offer valuable insights, and that we have much to learn to strategic marketing advantage by understanding both perspectives. It also takes the understanding of services further by considering that the new economic genre is that of experiences, and explores some aspects of the marketing of experiences.
FME3530 Service Marketing 7.5 credits
Information per course offering
Course offerings are missing for current or upcoming semesters.
Course syllabus as PDF
Please note: all information from the Course syllabus is available on this page in an accessible format.
Course syllabus FME3530 (Spring 2019–)Headings with content from the Course syllabus FME3530 (Spring 2019–) are denoted with an asterisk ( )
Content and learning outcomes
Course contents
Intended learning outcomes
At the end of this course, students will:
- Have mastered at least three classical articles from the services marketing literature and have been thoroughly exposed to a number of others.
- Have learned and practiced some of the basic aspects of teaching services marketing case studies so that these skills can be built upon and practiced.
- Have begun work on a publishable article on an aspect of services marketing.
Literature and preparations
Specific prerequisites
Ph D students
Recommended prerequisites
Ph.D. student who have passed the Ph.D. course in Quantiative method, FME3518.
Literature
You can find information about course literature either in the course memo for the course offering or in the course room in Canvas.
Examination and completion
Grading scale
P, F
Examination
- INL1 - Assignment, 7.5 credits, grading scale: P, F
Based on recommendation from KTH’s coordinator for disabilities, the examiner will decide how to adapt an examination for students with documented disability.
The examiner may apply another examination format when re-examining individual students.
If the course is discontinued, students may request to be examined during the following two academic years.
Examiner
Ethical approach
- All members of a group are responsible for the group's work.
- In any assessment, every student shall honestly disclose any help received and sources used.
- In an oral assessment, every student shall be able to present and answer questions about the entire assignment and solution.
Further information
Course room in Canvas
Registered students find further information about the implementation of the course in the course room in Canvas. A link to the course room can be found under the tab Studies in the Personal menu at the start of the course.
Offered by
Education cycle
Third cycle
Supplementary information
The course will be given in English.