Synergy Module - "Service Innovations in the B2C Context"

In summer term 2019 the Chair of Marketing and Innovation Management and the Chair of Marketing and Consumer Behavior will jointly offer a synergy module on the subject of "Service Innovations in the B2C Context". The course is divided into lectures and seminar work. The lectures provide students with the knowledge foundation needed for the seminar work. The seminar work is completed in small groups and strengthens the approaches and instruments presented in the lectures, by applying them to current marketing questions.

Module M.WIWI-BWL.0090


Lecturer:
  • Prof. Dr. Yasemin Boztuğ
  • Prof. Dr. Maik Hammerschmidt

Supervisor of term papers:
  • Monique Breaz, M.A.
  • Nika Mozafari, M.Sc.

Target group:
students in the master's programme (of Marketing and E-Business).
Admission requirements:
No admission requirements.

Following previous knowledge is recommended:
A core marketing and distribution module and at least one business informatics module.
Learning outcome/core skills:
Students should be able to approach defined subject areas, which have scientific and practical relevance, in a systematic and structured manner. The students should be able to distinguish between the interdependencies of goals and decisions within various marketing management areas, and thereby recognize the appropriate consequences. Ideally, solutions will be generated using an array of approaches, instruments and theoretical perspectives. The goal of the seminar paper is to work within a group to structure a scientific problem, use the appropriate methodology to solve the issue and present the results in a well-structured written format. This should help students prepare for future courses such as the Research Project.

Course content:
In the summer semester, the synergy module is dedicated to the overarching field: “Service Innovations in a B2C Context”. The lecture first introduces students to the notion of service innovation through selected systemization approaches. The characteristics and significance of self-service technologies are explained, as they represents an important innovative form of service provision in the B2C context. To assess the opportunities and risks of self-service technologies in the B2C context, students are introduced to the Technology Acceptance Model, including its determinants and extensions. The lecture then deals with success factors and marketing aspects of service innovation, such as shopping experience, the innovative technologies involved and errors that can occur in self-service. Focus is then placed on the product development process, which includes the three phases of conception development and testing as well as innovation types and predictions of market success. In order to gain a better understanding of consumer behavior various theories and models are presented such as, the total models, partial models, branding, experiences and service value. The lecture concludes with an explanation of the adoption and diffusion of products.

Lectures:
  • Thursday, 25.04.2019, 10:15 - 11:45 Uhr, ZESS, Raum AP 26, Goßlerstr. 10 (Sprachlehrzentrum)
  • Tuesday, 30.04.2019, 12:15 - 13:45 Uhr, ZHG 005
  • Thursday, 02.05.2019, 10:15 - 11:45 Uhr, Oec. 0.167
  • Tuesday, 07.05.2019, 12:15 - 13:45 Uhr, ZHG 005
  • Thursday, 09.05.2019, 10:15 - 11:45 Uhr, ZESS, Raum AP 26, Goßlerstr. 10 (Sprachlehrzentrum)
  • Tuesday, 14.05.2019, 12:15 - 13:45 Uhr, ZHG 005

Seminar content:
Within the seminar students work on current issues within the topics covered by the lectures. In the overarching field: “Service Innovations in a B2C Context”, some topics that were previously examined include:
  • Online Targeting and Acceptance of Web Services
  • Customer Recovery from SST Failure

Examination:
  • Exam (90 Minutes, 3 Credits)
  • Paper (max. 10 pages per participant within a group, max. 15 pages for individual work (3 Credits)
  • 6 Credits in total

Examination requirements:
Demonstration of independent work ethic on a scientific topic presented in written form. Knowledge of the issues and possible solutions within the subject area.

Date of written exam:
  • Tuesday, 04.06.2019, 12:15 - 13:45 Uhr, ZHG 008

Submission of term papers:
  • Tuesday, 25.06.2019 in the office of the Chair of Marketing and Consumer Behavior, room Oec. 1.220