Service Marketing (M.A.)
Program Goals and Learning Objectives
The process of studying and teaching aims at achieving the defined program goals mentioned below. Furthermore, learning results are defined and used in operationalized form for periodic control of the goal achievements. According to a systematic plan the learning outcomes are assessed with rubrics and the results are analyzed and discussed by the faculty members and the academic committee.
The objective of this process is the systematic identification of potential for improvements. Specific measures will be derived from that with the goal to optimize the learning process and progress of students.
The following table gives an overview of the program goals and learning outcomes of the study program.
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PG
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Goal at degree program level
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LO
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Learning Objective/Outcome
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1.
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The students can apply well-founded models to manage employees as the main resource in service companies. (Leadership competence)
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1.1
1.2
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Students demonstrate their capability to detect and resolve potential for conflicts in customer-staff interactions.
Students develop concepts for recruiting and development of staff, considering the specifics of service companies.
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2.
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Students are able to apply structured and methodological approaches to classify and explain developments in service markets in order to develop specific marketing concepts for the service industry.
(Professional, analytical, methodological competence)
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2.1
2.2
2.3
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Students can apply basic methods of the strategic analysis/market research for service markets.
Students can apply basic strategic models and the extended marketing mix (7 P’s) to complex and new problems in order to develop company specific service strategies.
Students can effectively apply modern technical concepts, such as RFID, CRM, Social Networks, etc.
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3.
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Students are able to solve real-world marketing problems in projects.
(Project management and problem-solving competence)
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3.1
3.2
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Students demonstrate their problem-solving competence in complex service marketing issues.
Students apply professional project management methods to real-world service marketing problems.
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4.
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Students are able to work effectively in teams and show responsibility for their actions. (Communication and teamwork skills and ethical responsibility)
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4.1
4.2
4.3
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Students apply professional teamwork skills in complex projects.
Students demonstrate their ability to present their ideas and solutions convincingly.
Students are able to write about complex topics in a well-founded, logically structured and convincing way.
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