Credits: 6

Schedule: 22.06.2020 - 14.08.2020

Teacher in charge (valid 01.08.2018-31.07.2020): 

Sami Kajalo

Contact information for the course (applies in this implementation): 

Sami Kajalo


Teaching Period (valid 01.08.2018-31.07.2020): 

III 2018–19 (spring) Otaniemi campus
IV 2019-2020 (spring)

Aalto course

Online self-study course

Learning Outcomes (valid 01.08.2018-31.07.2020): 

After completing the course the student understands the main aspects of services marketing in both B2B and B2C contexts and is familiar with consumer behavior, perceptions of quality, value drivers and customer satisfaction, as they relate to services. The student also understands the repertoire of competitive actions service firms have available to them and can apply the most common tools for developing services and assessing their quality.

Content (valid 01.08.2018-31.07.2020): 

The materials and assignments covered during the course open new perspectives into services and their marketing. The course takes as its starting point the notion that services are not limited to traditional service industries, but should rather be understood as being an integral part of the value creation activities of various industries. Thematically the course can be split into three parts: 1) development and marketing of consumer services; 2) co-creation and marketing of complex business services; 3) the spread of service logic in business and the servitization of business.

Assessment Methods and Criteria (valid 01.08.2018-31.07.2020): 

Assignments: 50%,

Final exam: 50%

Workload (valid 01.08.2018-31.07.2020): 

6cr, 160 h

Assignments: 80 h
Preparing for exam: 77 h
Exam: 3h

Study Material (valid 01.08.2018-31.07.2020): 

Services marketing : people, technology, strategy / Jochen Wirtz & Christopher Lovelock. / 8th ed., / World Scientific Publishing, recommended ( Avalibility )

Obligatory articles and other materials assigned by teacher

Course Homepage (valid 01.08.2018-31.07.2020):

Grading Scale (valid 01.08.2018-31.07.2020): 


Registration for Courses (valid 01.08.2018-31.07.2020): 

Registration via WebOodi. Please see WebOodi for registration dates.

NOTE: Mention your group of priority upon registration.

Further Information (valid 01.08.2018-31.07.2020): 

Completing the course requires participation in the lectures. The number of students admitted to the course is restricted to 50. Priority is given to (1) Aalto BSc students studying in Program/Specialization of Marketing, (2) Aalto students studying a minor study package in Aalto Service, and (3) Aalto BIZ students studying a minor study package in Marketing and (4) other students studying a minor study package in Marketing.

NOTE: Students are required to write own group of priority to further information field of course registration!

Additional information for the course (applies in this implementation): 


  1. The Summer 2020 course of Services Marketing is an online self-study course.
  2. Course consists of 5 assignments (you find them on this website in the Assignments-section). 
  3. The assignments and their grading are explained in the MyCourses page of the course.
  4. Assessment of the Summer 2020 course: Assignments 100%
  5. Workload of the Summer 2020 course: Assignments 160 h (6 cr)

Details on the schedule (applies in this implementation): 


The submission of the assignments is via MyCourses (single pdf-file). Deadline is August 14th 23:55. 


Registration and further information