328245 :Services Marketing

General info

Instruction language English
Type of Instruction 4 hours lecture/tutorial + assignment (Lecture schedule)
Type of exams written exam (weigth 0,8) and assignment (weight 0,2) (Examination schedule)
Course load:6 ECTS credits
Registration:via Blackboard
Blackboard InfoLink to Blackboard (When you see 'Guest are not allowed in this course', please login at Blackboard itself)


drs. O.E.J.L. Bruls (coordinator)

dr. A.J. Haans

A.A.M. Tuerlings MSc


To gain insights in the way marketing policy could be used in profit and non-profit services companies and in related processes. Also more information will be given on how customers respond to offered services and the processes that play a central role in this. In this course Service Marketing Strategy as well as tactics will be discussed in detail. Topics that will be offered are service quality, loyalty management, yield management, management of expectations and perceptions, growth strategies and other subjects that are important to services marketing. Next to the theory, skills will be developed in analyzing the process of a service provider and in giving advice to increase the quality of this process. During the course students work on a group assignment of which the results will be presented and discussed during the lectures.


Students have to subscribe themselves for a group before Thursday September 7 (2017), 16.00. When not registrated for a group, this will automatically result in a 0 for this part. Assignment grades of previous year expire. Repeaters can choose to redo the assignment or let the exam count for 100%. This does not have to be communicated to the coordinator.

Compulsory Reading

  1. Alan Wilson, Valarie Zeithaml, Mary Jo Bitner and Dwayne D. Gremler, Services Marketing: Integrating Customer Focus Across the Firm, New York: McGraw Hill, 3e editie, ISBN 9780077169312.
  2. Papers discussed during the lectures.

Recommended Prerequisites

Marketing (328.002 - formerly introductie marketing)

Compulsory for

  • Minor Marketing Management ( 2013, 2014, 2015, 2016, 2017 )
  • Pre-master Marketing Management (Dutch "HBO" graduates) ( 2015 )
  • Free Minor ( 2013 )

Recommended option for