Service Business Model Innovations

Semester Fall
Type Compulsory Lecture
Hours/week 2
ECTS Credits 4
Assesment Written Exam (100%)
Language English
Timetable 06. Sept. 2023 – 06. Dec. 2023
Course Registration No registration needed.
Contact Giuliana Francesca Manganaro, M.A.
Lecturer Prof. Dr. Florian Kraus
Kick Off Date 06. Sept., 12:00 – 13:30

Please join the corresponding Ilias group for further information.
Lectures Wednesdays, 12:00 – 13:30
Room EO 145 (On Campus)
Exam Date tba
Short Description Students get an insight into and understand current developments and marketing-specific characteristics of the services industry.

Especially the topics of servitization, digital transformation and service business model innovation are discussed and knowledge deepened based on multiple case studies. Along the process students will get to know and apply various essential methods, such as service blueprinting, customer journey mapping, business model canvas etc. to the cases at hand.

Learning Outcomes At the end of the module students will be able to apply and adapt their knowledge of marketing strategies, concepts and instruments to specific problems in the services marketing context.
Course Material The script can be purchased at Professor Kraus's chair (L5, 2, 1st floor, room 104) by prior arrangement with Ewelina Bartella.

Click here to see the syllabus.