Kies de Nederlandse taal
Course module: 328245-B-6
Services Marketing
Course info
Course module328245-B-6
Credits (ECTS)6
CategoryBA (Bachelor)
Course typeCourse
Language of instructionEnglish
Offered byTilburg University; Tilburg School of Economics and Management; TiSEM: Marketing; TiSEM: Marketing;
Is part of
B Business Economics
B Economics and Business Economics
Minor Marketing Management
Minor Elective Minor
M Marketing Management
PM Marketing Management HBO
Convenant TISEM
dr. A.J. Haans
Other course modules lecturer
A.A.M. Tuerlings, MSc
Other course modules lecturer
Academic year2019
Starting block
SM 1
Course mode
Registration openfrom 19/08/2019 up to and including 24/01/2020
To gain insights in the way marketing policy could be used in profit and non-profit services companies and in related processes. Also more information will be given on how customers respond to offered services and the processes that play a central role in this. In this course Service Marketing Strategy as well as tactics will be discussed in detail. Topics that will be offered are service quality, loyalty management, yield management, management of expectations and perceptions, growth strategies and other subjects that are important to services marketing. Next to the theory, skills will be developed in analyzing the process of a service provider and in giving advice to increase the quality of this process.
During the lectures active participation of students is required in the form of paper presentations (compulsory, to be prepared) and class assignments (not to be prepared). During the course students work on a group assignment that will be graded seperately.

Students have to subscribe themselves for a group before Friday September 7 (2018), 16.00. When not registrated for a group, this will automatically result in a 0 for this part. Assignment grades of previous year expire. Repeaters can choose to redo the assignment or let the exam count for 100%. This does not have to be communicated to the coordinator.

Recommended Prerequisites
Marketing (328.002 - formerly introductie marketing)
Type of instructions
2 hours lecture/tutorial + assignment
Type of exams
written exam (weigth 0,8) and assignment (weight 0,2)

Compulsory Reading
  1. Alan Wilson, Valarie Zeithaml, Mary Jo Bitner and Dwayne D. Gremler, Services Marketing: Integrating Customer Focus Across the Firm, New York: McGraw Hill, 3rd edition, ISBN 9780077169312.
  2. Papers discussed during the lectures.
Course available for exchange students
Conditions of admission apply
Contact person
dr. A.J. Haans
Timetable information
Services Marketing
Written test opportunities
Written test opportunities (HIST)
Schriftelijk (80%) / Written (80%)EXAM_01SM 1116-12-2019
Schriftelijk (80%) / Written (80%)EXAM_01SM 1223-01-2020
Required materials
Title:Services Marketing - Integrating customer focus across the firm
Author:Wilson, A. Zeithaml, V.A., Bitner, M.J., & Gremler, D.D.
Publisher:McGraw-Hill Education
Recommended materials
Assignment 1 (10%)

Assignment 2 (10%)

Written (80%)

Final grade

Kies de Nederlandse taal