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Principles of Service Management

Hanken School of Economics via FutureLearn


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Find out what the discipline of service management can do for your business

Today an increasing number of companies compete on service, not product. As a result, understanding a service-based approach to business is essential - even for product-based businesses.

On this course you’ll learn the latest thinking in service management, exploring a service-centric perspective to marketing and management. You’ll examine service as a business model, the value creation process, customer perceived quality and promise management.

Ultimately, you’ll discover how service-based thinking can help you better serve your customer, and overcome a range of business challenges.

This course would be particularly relevant to business professionals and managers interested in the potential of adopting a service-based strategy, whether their firms are currently operating in an industrial or consumer context, or a manufactured goods or services context. It is also relevant for business students wishing to specialise in service management and marketing.


  • Service as a perspective on business
    • Welcome to the course!
    • Service as a business model
    • Customer value and value creation
    • Week 1 Wrap-Up
  • The importance of service orientation
    • How customers perceive quality
    • Service orientation and customer focus
    • Customer expectations management
    • Customer-focused marketing
    • Week 2 Wrap-Up
  • A profitable service business
    • How does the service profit work?
    • Managing customer promises
    • Service profitability
    • Reciprocal return on relationships (ROR)
    • Week 3 Wrap-Up
  • Managing a service business
    • Service productivity
    • Internal marketing
    • Customer-driven marketing communication
    • Service branding
    • Week 4 Wrap-Up
  • From manufacturing to service
    • Managing a service culture
    • Transforming manufacturing into a service business
    • Conclusions, guiding rules and barriers
    • Week 5 Wrap-Up

Taught by

Gustav Medberg and Christian Grönroos


4.6 rating at FutureLearn based on 45 ratings

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