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Archived Curricula Guide 2017–2019
Curricula Guide is archieved. Please refer to current Curricula Guides
KATMAA13 Service Marketing 5 ECTS
Organised by
Degree Programme in Business Studies
Person in charge
Mika Yrjölä
Preceding studies
KATMAP11 Multidimensional Marketing compulsory for Finnish students only.
Corresponding course units in the curriculum
School of Management
Curricula 2015 – 2017
KATMAA13 Service Marketing 5 ECTS

Learning outcomes

After completing the course the student recognizes the importance of the service mindset in contemporary marketing. The student is able to apply the service mindset and related tools for analyzing and developing businesses and organizations in different contexts. The student understands the role of the customer in value creation.


The course focuses on the service perspective which represents a new logic for marketing. The course familiarizes the student with the Nordic School which is one of the core research groups developing service theory. Students learn to use service marketing tools and concepts such as service quality, servicescape, and service blueprinting, in order to facilitate the creation of customer value as well as to increase the productivity of the organization.

Teaching methods

Teaching method Contact Online
Lectures 20 h 0 h

Lectures and Moodle excercises

Teaching language


Modes of study

Option 1
Available for:
  • Degree Programme Students
  • Other Students
  • Open University Students
  • Doctoral Students
  • Exchange Students
Participation in course work 
In English

Lectures, Moodle excercises, and exam in Finnish or in English.


Numeric 1-5.

Study materials

  1. Grönroos, Christian: Service Management and Marketing. Customer Management in Service Competition, Wiley, 2007 or later.
  2. Gummesson, Evert: Total Relationship Marketing, Butterworth-Heinemann, 2008 or later.
  3. Other materials given by the lecturer, e.g. academic articles.

Further information

Recommended year of study: 2. year, autumn (for degree programme students)
Recommended complementary course: KATJOS42 Service Management

Belongs to following study modules

Faculty of Management
Faculty of Management
Faculty of Management
Faculty of Management
Faculty of Management
Archived Teaching Schedule. Please refer to current Teaching Shedule.
For Open University students only
Faculty of Management