Service Business Model Innovations
| Semester | Fall |
| Type | Compulsory Lecture |
|
Hours/ | 2 |
| ECTS Credits | 4 |
| Assesment | Written Exam (100%) |
| Language | English |
| Timetable | 04. Sept. 2024 – 04. Dec. 2024 (cancelled dates: 09. Oct. & 20. Nov.) |
| Course Registration | No registration needed. |
| Contact | Giuliana Francesca Manganaro, M.A. |
| Lecturer | Prof. Dr. Florian Kraus |
| Kick Off Date |
04. Sept., 12:00 – 1:30 pm Please join the corresponding Ilias group for further information. |
| Lectures | Wednesdays, 12:00 – 1:30 pm |
| Room | SN 169 (On Campus) |
| Exam Date | 18. Dec. 2024 |
| 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. |