Study module

Show teaching events
A380A0310 Services Marketing and Customer Experience Management, 3 cr 
Code A380A0310  Validity 01.08.2019 -
Name Services Marketing and Customer Experience Management  Abbreviation Services Market 
Credits3 cr   
TypeBasic studies  
  Grading scaleStudy modules 0-5,P/F 
  Eligibility for post-graduate studiesno
    Allowed to study several timesno
Organisation LUT School of Business and Management 

Heini Vanninen 

Description by Study Guide

Location: Lappeenranta


B.Sc. (Econ. & Bus. Adm.) 2



Teaching Language 


Teacher(s) in Charge 

Post-Doctoral Researcher, D.Sc. (Econ. & Bus. Adm.) Heini Vanninen


The aim of the course is to provide the students with the knowledge of most central issues of services marketing and customer experience management. After completion of the course the students are able to:

- Identify the key concepts and issues related to services marketing and how the nature of services affects marketing activities
- Demonstrate how services can be designed according to the needs of customers
- Plan service blueprints and understand services marketing from a holistic viewpoint, including the background work and processes that are needed to create and deliver an experience to the customer
- Analyze and audit existing services marketing processes by using the principles of service design

Students are able to recognize how integration of new technologies changes services and how services marketing principles can be utilized in both offline and online environments.


Foundations for services marketing (e.g. nature of services, services marketing mix, service design). Understanding customers and customer journey. Aligning service design and standards, service quality. Delivering and performing service, service technologies. Managing service promises.

Teaching Methods 

Lectures 14 h, group assignment 34 h, preparing for lectures and exam, electronic exam 32 h. Total workload for student 80 h.

Examination in Examination schedule (Yes/No) 


Examination in Moodle (Yes/No) 


Examination in Exam (Yes/No) 


Assessment scale and assessment methods 

Grade 0-5, evaluation 0-100 points: Group assignment 30 points, electronic exam 70 points. (edit. 7.11.2019)

Course Materials 

Zeithaml, V.A., Bitner, M.J., Gremler, D.D. (2018) Services Marketing: Integrating Customer Focus Across the Firm with Connect Access.(7th ed.). New York: NY. McGraw-Hill Education.
Textbook: ISBN: 978-1260051988
Other readings and assignments announced before / in the class


A130A0010 Markkinoinnin perusteet or equivalent basic marketing course.

Places for exchange-students? (Yes, number/No) 


Places for Open University Students?(Yes, number/No) 

max 5


Current and upcoming courses
No teaching events

Upcoming exams
No exams