Please note! Course description is confirmed for two academic years, which means that in general, e.g. Learning outcomes, assessment methods and key content stays unchanged. However, via course syllabus, it is possible to specify or change the course execution in each realization of the course, such as how the contact sessions are organized, assessment methods weighted or materials used.


By attending the online course, participants will acquire a conceptual toolbox enabling them to better understand the core concepts of service management and to embrace recent developments in service business. In particular, after having attended the course, participants will be better able to measure and manage (electronic) service excellence, to initiate and lead customer co-creation, to integrate digital technologies in service design and delivery, and to address sustainability and wellbeing aspects in service contexts. Overall, the course aims at providing students with a solid foundation for managing service businesses as well as conducting scientific research in this domain.

Credits: 6

Schedule: 11.01.2021 - 21.02.2021

Teacher in charge (valid 01.08.2020-31.07.2022): Tomas Falk

Teacher in charge (applies in this implementation): Tomas Falk, Henriikka Seittu

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

CEFR level (applies in this implementation):

Language of instruction and studies (valid 01.08.2020-31.07.2022):

Teaching language: English

Languages of study attainment: English


  • Valid 01.08.2020-31.07.2022:

    The module is designed as an hybrid online course that consists of various forms of independent self-learning and online group work. The course is built around four thematic study packages, incorporating seminal service research articles, case studies, online videos and other material offered by the teacher. In addition, an accompanying text book will provide additional guidance.

    The course starts with approaching the emergence of service industry and foundations of service business value creation. Next, to understand evaluation of service excellence, key issues concerning the management and measurement of service performance and customer satisfaction are introduced. After that, we turn our gaze towards the recent developments in the service field. Digital service encounters, ranging from self-service technologies to AI, and service design as a basis of innovation strategy are presented as new fundamentals of service viability in the complex service networks of today. In addition, services are approached from ecosystem perspective and service strategies oriented to environmental and societal impact are discussed.

Assessment Methods and Criteria
  • Valid 01.08.2020-31.07.2022:

    Individual reflection notes 
    Case and group work
    Take home exam

  • Valid 01.08.2020-31.07.2022:

    6 credits, 160 hours:

    Independent work (Pre-assignment & self-study of four thematic study packages) 96 h
    Group work (Lean Service Creation – project including three online workshop sessions) 64 h

    The online course does not include weekly lectures and the students may conduct the independent work part at their own pace, in compliance with the given course deadlines. To successfully complete the group work (Lean service creation – project), students are expected to participate on three workshop sessions (approximately 2-4 hours each), organized in Zoom-online platform. Workshop schedules will be communicated three weeks before the course start.

  • Applies in this implementation:


Study Material
  • Valid 01.08.2020-31.07.2022:

    Coursebook: Lovelock, C.H., Wirtz, J., & Chew, P (2012). Essentials of services marketing, 2nd edition.


    Collection of articles and other material provided by the lecturer.

SDG: Sustainable Development Goals

    8 Decent Work and Economic Growth