August 5 to 21, 2014Last update: 20 January, 2014

Service Marketing and Design

Hanken School of Economics , Department of Marketing
August 5 to 21, 2014
490 EUR Read more
Ms. Virpi Näsänen, virpi.nasanen(at)


This course highlights different aspects of design in contemporary service marketing. It offers lectures, case presentations and group work to examine how today's organisations create service processes, spaces and infrastructure to improve their operations. The course will also explore how various creative expressions such as visual communication, music or architecture can help organisations develop their products and brands.

Learning objectives

After taking the course, students
• will understand the importance of service design competences
• can describe and apply key concepts of design in service marketing
• can identify service design challenges for organisations operating in different service environments
• can select and use relevant arguments and models to analyse service design and provision in practice.

Course format and teaching methods

The course consists of lectures, class discussions, case presentations, readings, individual and group assignments and an exam. The learning method is interactive, focusing on discussion and creative participation.

Course readings

Articles, around 200 pages, to be specified by the course instructors. Recommended reading for basics in service marketing: Grönroos, C. (2007) Service Management and Marketing: Customer Management in Service. John Wiley & Sons.

Teachers and lecturers

The course is led by Dr Johanna Gummerus and Virpi Näsänen (MSc), both from the Department of Marketing at Hanken School of Economics in Helsinki.

Means and criteria of assessment

Course work will be assessed as follows:
Pre-course essay (10%)
Group assignments with presentations (40%)
Participation (10%)
Written exam (40%)

Grading scale
5 = excellent
4 = very good
3 = good
2 = average
1 = poor
0 = fail

More information?

Please direct any questions concerning the content of this course to the coordinator, Ms. Virpi Näsänen, virpi.nasanen(at)

Any questions on the general arrangements (accommodation, payments, etc.) should be addressed to the Summer School's office at summer-school(at)