The student must be able to read, analyze and critique academic articles at the master's level.

The student can use basic concepts in marketing (including consumer behavior, consumer-orientation, product, market, segmentation,positioning, branding, customer experience, value, pricing)

This concerns a transition curriculum. No contact sessions are provided. The student is only required to participate in the evaluation.

In modern economies, up to 90% of the GNP is generated by firms through service. There are for profit and not-for profit organizations and institutions active in pure service sectors, such as financial services, healthcare, entertainment, hospitality and tourism, logistics, consultancy, etc. Many manufacturing firms also generate sustainable competitive advantage by the differentiation that their services create. Most classical marketing theories relate, however, to tangible products or goods, especially FMCG (fast-moving consumer goods, the products you'll find in supermarkets and other retailers). The importance of developing a good understanding of service marketing and management techniques and models can therefore hardly be underestimated. Decision making in key areas, such as innovation strategy, marketing planning and marketing strategy must be based on this understanding.

After taking this course, students have a full understanding of the role of services in the economy, of classic and current theories regarding service quality, and services marketing, as well as models and techniques in managerial decision making.