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: 10.01.2022 - 20.02.2022

Teacher in charge (valid for whole curriculum period):

Teacher in charge (applies in this implementation): Henriikka Seittu

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

CEFR level (valid for whole curriculum period):

Language of instruction and studies (applies in this implementation):

Teaching language: English. Languages of study attainment: English


  • valid for whole curriculum period:

    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 for whole curriculum period:

    Individual reflection notes 
    Case and group work
    Take home exam

  • valid for whole curriculum period:

    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.


Study Material
  • valid for whole curriculum period:

    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.

Substitutes for Courses
SDG: Sustainable Development Goals

    8 Decent Work and Economic Growth


Further Information
  • valid for whole curriculum period:

    The number of students admitted to the course is restricted to 50. Priority is given to Aalto students studying in (1) MSc Program of Marketing and (2) Information and Service Management MSc-program, (3) BIZ exchange students, (4) Aalto BIZ B.Sc. students with 150 credits, (5) other BIZ students

    Teaching Period:

    2020-2021 Spring III

    2021-2022 Spring III

    Course Homepage:

    Registration for Courses: In the academic year 2021-2022, registration for courses will take place on Sisu ( instead of WebOodi.

    Check registration time in Sisu.