Service Marketing, Marketing Ethics and Sustainability C, 15 Credits

Contents

This course is intended for students who wish to increase their theoretical and practical knowledge and stimulate their critical thinking skills concerning service marketing, marketing ethics and sustainability issues. The course is given and examined in English.

Module 1.   Service Marketing, 7.5 ECTS
The provision and co-creation of service is closely linked to perceptions of the service provider and thus to overall marketing and ethics issues in regards to how the customer and other stakeholders are treated and recognized.

The module broadens the view of marketing and provide an understanding of service marketing theories and of how marketing can be practiced in organizations on local, national and international markets. The module has a service dominant logic view on marketing, where organizations are seen as value creators together with customers. The module critically examines traditional perspectives on service marketing and contrasts these with contemporary theoretical and practical developments.

Expected learning outcomes
After completing this module, the student should be able to:

• Identify and contrast differences in traditional service marketing theories and practices with a perspective on service as an integrated part of any value proposition from an organization
• Illustrate and interpret various theories and models of the service marketing process from customer, managerial, and research perspectives
• Distinguish and examine the roles of employees, customers, and technology in service design and co-creation for perception of overall service quality, customer satisfaction, loyalty and employee retention
• Explore and analyse service incidents from customer, management and/or societal perspectives.
• Develop and argue for courses of actions in solving critical service incidents.

Focus of instruction
Learning activities includes lectures, guest lectures, class discussions, prepared seminars, and group work. Lectures introduce certain topics and guide the students to further readings and literature searches. Based on this form of instruction students are expected to be able to apply service management work-skills regarding planning, evaluating, team-working, meeting deadlines, information finding, report writing and using information technology. It is also vital for the knowledge generation of this module that students actively search, find, assess and critically discuss scientific journal articles covering both traditional service marketing research and contemporary issues. Learning activities and assignments are designed to also improve students’ generic skills, specifically oral and written communication, presentation techniques, information searches, and teamwork.

Examination modes
The assessment of the module consists of seminars, a paper assignment (in group) including a presentation and an individual written exam. Students must attend seminars and case presentations in order to pass the module. Material from guest lectures and additional literature/articles may be used in the examination. A passing grade is required for each part.

Module 2. Marketing ethics and sustainability, 7.5 ECTS
For companies today, ethical behaviour and environmental sustainability is becoming increasingly important. In spite of this, many business and marketing decisions are made without thinking about their environmental, social and ethical implications. The module in Marketing ethics and sustainability is concerned with principles applied and actions taken in the marketplace, be it locally, nationally or internationally that takes the well-being of human society as well as the natural environment into account.

Expected learning outcomes
After completing this module, the student should be able to:

• Compare and critically reflect upon theoretical perspectives and concepts related to marketing ethics and sustainability.
• Identify and describe marketing ethics and sustainability issues and dilemmas with implications for different stakeholders.
• Critically reflect upon the consequences of different marketing methods and apply a marketing ethics and sustainability perspective on organizational activities.
• Evaluate the impact of corporate and consumer decisions on human life, society, and the environment, locally, nationally and internationally.
• In oral and written form propose solutions to marketing challenges with ethical and sustainability implications relevant for marketing management.

Focus of instruction
The module is designed to let students encounter, problematize and solve marketing ethics and sustainability issues. Focus of instruction includes lectures, class discussions, seminars, self-reflective writing, and case solving. The role of lectures is mainly to introduce certain topics and guide the students to further reading and literature searches. Students are required to analyze and discuss scientific journal articles as well as solve real world cases with leadership implications.

Examination modes
Examination will be based upon the student’s active participation in seminars, written assignments and tests, and successful completion of group/individual coursework as assigned. Students must attend seminars and case presentations in order to pass the module. Material from possible guest lectures, documentary films and additional literature/articles may be used in the examination.

Expected learning outcomes

See respective module.

Required Knowledge

Courses in Business Administration (60 ECTS) At Basic level (A-level) and Intermediate level (B-level) a minimum of 60 ECTS. Proficiency in English equivalent to Swedish upper secondary course English B/6.

Form of instruction

See respective module.

Examination modes

All examination will be in English. See also above below the two module titles.

The following grading system will be used:
Pass with distinction (Väl godkänd, Vg, 75% or more),
Pass (Godkänd, G, 50% or more)
Fail (Underkänd, U, less than 50%).

To receive the grade Pass with distinction in the course, the student must have achieved at least 75% of the total of points in the separate modules or the equivalent.

In case of failure on seminar participation or individual and group assignments, compensating assignments must be completed in accordance with instructions given, no later than two weeks after the completion of the module.

Students who fail to present a photo ID at the occasion of a written examination cannot have their results registered.

Students who do not pass at the time of the normal written examination will be offered an opportunity to sit a further examination within a month. Beyond that, additional examination opportunities normally arise every academic year, one week prior to the start of the autumn term.

When a student has failed an examination on two occasions, he or she has a right to have another grading teacher. A written request for an alternative examiner should be handed to the director of studies no later than two weeks before the next examination opportunity.

Rules and regulations concerning the production of academic texts and correct referencing will be applicable to all written assignments. (see instructions in the Thesis manual. Thesis writing in Business Administration.) Urkund records may be used for control.

Lectures are normally not obligatory. However attendance is expected because the lectures are designed to facilitate students towards achieving course specific learning objectives. In addition lectures often provide insightful explanations of, and can supplement and provide contrast to, the course litterateur and other relevant course materials

Documentary films showed during a module might be used as basis for examination.

Student who has passed an examination can not redo the examination to get a higher grade.

Grades on the course are awarded when students have passed all examinations and compulsory course elements.

Academic credit transfer
Academic credit transfers are according to the University credit transfer regulations.

Other regulations

This is a course at the C-level in a BSc-degree at Umeå University. The course can also be included in study programs in Business Administration and Economics at Umeå School of Business and Economics.