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Marketing and Selling in Service Markets

Qualification objectives

Students will be able to evaluate and classify the consequences of the growing service sector for marketing. They know the constitutive characteristics of services as marketing objectives and understand the special challenges that arise when marketing them to business customers. Students learn to develop strategies and programs for the marketing of services and to implement them in their professional environment.


The module provides an understanding of the special tasks, approaches and scientific principles of marketing services. In particular, the following topics are dealt with: First, the growing importance of the service sector is discussed and analyzed. Subsequently, services as marketing objectives will be examined, as well as the special features associated with them. The concept of "Value Co-Creation" is taught and the design instruments in service marketing are presented. Based on this, a method for visualizing service processes (service blueprinting) is taught. In addition, current topics in service marketing will be covered.