Courses Service and Customer Strategy

23105 Service and Customer Strategy , 5 sp

Advanced studies
Teaching language
Course description

The firm’s capability to build strong, customer driven relationships is critical for success in business landscapes characterized by service competition. The ability of the firm to adopt, implement and employ a genuine service based perspective is key in this respect. An in-depth understanding of value creation and a learning based organizational culture open up new opportunities for marketing in firms defining themselves as service and customer driven businesses. This course provides an in-depth understanding of models and concepts related to customer logic, value creation, learning and business models. We will also explore the changing role of the actors in the market context and the implications of this.

The teaching approach is based on learning in an interactive and constructive environment focusing on analysis and discussion of the course themes. The ability of the students to reflect and to stretch their mindsets will be enhanced.

Learning Goal

You have a thorough understanding of the underlying dimensions of customer driven and learning based business models, and of the implications of the changing role of the customers in value creation from a strategic marketing and service management perspective.

After completing the course, you will be able to
  • apply service-based theories, models and concepts
  • explain the underlying dimensions of customer-based business models that create opportunities for efficient customer interface solutions
  • analyze the changing roles of various actors with a special focus on customers, regarding activity, communication, and value creation
  • contribute to the implementation of a service and customer driven based business logic

Completed Bachelor’s degree.
Prior knowledge of marketing corresponding to 14 ects is recommended. Students are required to know the basic concepts and theories in marketing and service management.


Interactive sessions, guest lectures, and presentations. Online module that needs to be completed by the end of the second course week.
Mandatory class attendance. The students prepare for participation in class in accordance with instructions given by the examiner. The contribution to sessions in class, and activity in the course at large, will have a decisive impact on the grade.

Total Student Workload

134 hours divided into
scheduled contact hours: 20 h
non-scheduled work: 114 h


Individual assessment 60 %
Team based assessment 40 %
In order to pass the course, the student must pass the individual and team assignments separately. The online module ”Principles of Service Management” on the platform is mandatory and a pre-requisite for course participation. The purpose is to get an overall understanding of the key theories in service and customer strategy based on Grönroos (2015). The online module must be completed by the end of the second course week at the latest (Sunday at 23.59), no extensions possible. See course page on Moodle for more information.
Students are required to read assigned material before class, with the goal to present and discuss the contents with the participants. The ability and willingness to communicate and contribute to such discussions have an impact on the grade.
Passed assignments are valid only for the current academic year.

  • Grönroos, C. (2015). Service management and marketing: managing the service profit logic. 4th ed. Chichester: Wiley. Selected parts in accordance with instructions given by the examiner.
  • A reading package including articles and other miscellaneous material, appr. 150 pages.

Students who have completed the course Service and Customer Management (8 ECTS, course code 23039) cannot take this course.

Non-degree studies (Open University, JOO and Contract Studies)

Quota for the Open University: 3
Quota for JOO: 3