Online Course Guide of WHU –

Find all modules and courses of our degree programs.

Please use the filters below to select the term (spring or fall) as well as the respective program (BSc, MSc, MBA, Exchange, Doctoral) of your choice for an overview of all modules offered at WHU. The courses are listed under the modules. Please click on a module to see which courses are part of it. If you would like to find out more about a certain course, click on the name of the course to see detail information. The location of the lecture will be revealed after your course registration on myWHUstudies.

Spring term counts from January - August, fall term counts from September - December.

Important for Exchange Students: As the Full-Time and Part-Time MBA Programs utilize a modular course structure, the dates on which students begin and end the exchange are flexible. Please find here a chronological overview of the preliminary course offering for Fall and Spring.

Spring 2021  ›  Bachelor of Science  ›  Bachelor of Science - 4th Semester  ›  Brand and Services Marketing

Services Marketing

The objective of this course is to prepare students for advanced careers in marketing management by enabling them to understand and ultimately being able to influence consumers' behavior by means of advertising and other marketing communications, while maintaining high ethical standards. In doing so, students will first be introduced to important key concepts and theories of consumer psychology. Next, students will be exposed to the concept of integrated marketing communications as well as the planning, creation, and capturing the effectiveness of advertising campaigns. Upon successful completion of this course, students should be able to:

Course Code:
Prof. Dr. Tillmann Wagner
Course Type:
BSc Course
Week Hours:
Spring 2021
(Please note that exchange students obtain a higher number of credits in the BSc-program at WHU than listed here. For further information please contact directly the International Relations Office.)
Service strategy
  • Firms’ relationship strategies
  • Customers’ psychological mechanisms
  • Roadmap to customer loyalty

Service design

  • People
  • Processes & technology
  • Physical evidence

Service delivery

  • Enforcing service rules
  • Frontline employees
  • Emotional labor
  • Co-consumers & crowding

Service outcomes

  • Objective vs. subjective measures
  • Customer dissatisfaction responses
  • Service failure & recovery
  • GAPS model of service quality
11:30 AM till 03:15 PM
Tuesday, 06/04/2021
11:30 AM till 03:15 PM
Friday, 30/04/2021
02:00 PM till 05:00 PM
The objective of this class lies in enabling students to comprehend and apply key psychological and managerial approaches to create valuable customer-firm relationships by means of effective services. Successful participants of this class should be able to:
  • Outline the psychological principles underlying prosperous customer-firm relationships.
  • Differentiate between the mindsets of firms’ relational versus transactional strategic orientations.
  • Reflect on the central relevance of customer loyalty and its relation to experienced service quality and customer satisfaction.
  • Acknowledge the critical role of frontline employees and the principles of functioning service delivery.
  • Design effective services to nurture loyal customers.
  • Analyze and interpret critical service outcomes.
  • Implement mechanisms to recover successfully from service failures.
Optional background reading

Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler (2017), Services Marketing: Integrating Customer Focus Across the Firm, 7th ed., New York, NY: McGraw-Hill.

Lecturing, written individual case study, & online consultation by instructor
Final exam (75 %), written individual case study assignment (25 %)