Services Marketing and Management


Contact hours
27 H
Number of spots
Open to visitors

Pedagogical contribution of the course to the program

No educational contribution associated with this course for this program.


The world economy is increasingly characterized as a service economy. Put in the most simple terms, services are deeds, processes and performances. Services account for around 67 % of all European employment and 73 per cent of European gross domestic product. Service organizations vary in size. Huge international corporations operate in airlines, banking, insurance, telecommunications or hotels. Locally owned small businesses operate as restaurants, laundries, optometrists, beauty parlors, and numerous business-to-business services... This course objective is to prepare students to become effective managers in services contexts.

Teaching methods


- Lectures

In group

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Learning objectives

Cognitive domain

Upon completion of this course, students should be able to
  • - (level 1) Recognize the profound impact of technology on services.
  • - (level 4) Appraise the need for special services marketing concepts and practices.
  • - (level 4) Differentiate company-defined service standards and customer-defined service standards.
  • - (level 4) Analyze how to translate customer expectations into behaviors and actions that are definable, repeatable and actionnable.
  • - (level 6) Evaluate the importance of the Gap models of service quality.

Affective domain

Upon completion of this course, students should be able to
None affective domain have been associated with this course yet


Session 1: Introduction to services. Do services raise specific marketing issues ? Session 2 : Servicescapes, services as processes & visualization tools Session 3 : managing services : expanded marketing mix session 4 : the gap model session 5 : Human factor in service session 6: services failures and recovery strategies session 7-8-9 : Academic articles presentations

No prerequisite has been provided

Knowledge in / Key concepts to master

in consumer behavior
marketing basics

Teaching material

Mandatory tools for the course

- Other :

Documents in all formats

- Other :

Moodle platform

- Upload of class documents


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Additional electronic platforms

No items in this list have been checked.

Recommended reading

1. Rathmell, J. (1966), What is meant by services, Journal of Marketing, October, 32-36 2. Shostack, L. G. (1977), Breaking free from product marketing, Journal of Marketing, April, 73-80. 3. Vargo, S. et Lusch, R.F. (2004), Evolving to a new dominant logic for marketing, Journal of Marketing, 68, 1-17. 4. Shostack, L. G. (1984), Designing services that deliver, Harvard Business Review, January-February, 132-139. 5. Shostack, L. G. (1987), Service positioning through structural change, Journal of Marketing, 51, January, 34-43. 6. Parasumaran, A. , Zeithaml, V.A et Berry, L. (1985), A conceptual model of service quality and its implication for future research, Journal of Marketing, 49, 41-50. 7. Parasumaran, A. (2013), Finding service gaps in the age of e-commerce, Ieseinsight, 17, 30-37 Wilson, A., Zeithaml, V. A., Bitner, M.J. and Grembler, D.D. (2012), Services Marketing : integrating customer focus across the firm, London, The MacGraw-Hill companies.

Dawar N and Bendle N (2018) Marketing in the age of Alexa, Harvard Business Review, May June, 80-86. Fliess S and Lexutt E (2019) How to be successful with servitization – Guidelines for research and management, Industrial Marketing Management (in press) Kowalkowski C, Heiko Gebauer H, Kamp B and Parry G (2018) Servitization and deservitization: Overview, concepts, and definitions, Industrial Marketing Management.60, 4–10. McCracken H (2017) The Great AI War,, 65-73 Mari M and Poggesi S (2013) Servicescape cues and customer behavior: a systematic literature review and research agenda, The Service Industries Journal, 33(2) 171–199.

EM Research: Be sure to mobilize at least one resource

Textbooks, case studies, translated material, etc. can be entered
No reading material has been provided.


List of assessment methods

Intermediate assessment / continuous assessment 1Class no. 7, 8, 9
Written and oral (30 Min.) / Group / English / Weight : 20 %
Details : In group of 3, students will present an academic article to the class. The article will be assigned by the teacher. The presentation will cover the context of the research, the research question, the theoretical backgroup, the research design, and its main results. Presentations must insist on the managerial take aways from the article. The article will be presented in a critical manner (assessing the interest of the article, its research protocol and the managerial relevance of its results). A power point of minimum 15 maximum 20 slides will be prepared. The content of all students presentations will be part of a final individual evaluation.
This evaluation is used to measure LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3, LO4.1, LO4.2
Intermediate assessment / continuous assessment 2Class no. 7-8-9
Written and oral (30 Min.) / Group / English / Weight : 30 %
Details : in groups of 3 students, elaborate a case study on a service marketing issue. You will work on EM Strasbourg Business School as a service organization, for easier access to data and observation. You are expected to present the organization and to identify a specific service marketing issue, of your choice based on qualitative or quantitative analysis that you will provide (problem formulation). You will then analyse the problem to offer recommendations for improvement. The case should have a minimum of 4 pages up to 10 pages (Time roman 12. interval between lignes 1.5) including appendices. The case resolution can be presented in the form of a Power point presentation. The idea is to show that you know and are able to mobilize concpets, frameworks (for instance the gap model, the molecular model...) studied in class and apply them in a relavant way to a real life service situation. To gather data, you can collect information using observation, interviews, questionnaires...the service problem that you will work on can address any aspect of EM Strasbourg as a servuction in its physical an/or digital expressions.
This evaluation is used to measure LO1.1, LO1.2, LO1.3, LO2.1, LO2.2, LO2.3, LO3.1, LO4.1, LO4.2
Final evaluationExam week
Written (60 Min.) / Individual / English / Weight : 50 %
Details : A final individual exam with a mix of questions covering the content of the course.
This evaluation is used to measure LO1.1, LO1.2, LO1.3, LO4.1, LO4.2
No assessment methods have been attributed to this course yet.