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Major Module I

Service Innovation (in Cooperation with Koelnmesse GmbH)

Lecture (14286.0001)

Instructor: Jun.-Prof. Dr. Martin Fritze

Dates & Times: see Klips.
The course takes place online via Zoom.


To pass the course, a presentation must be given and an oral exam must be taken. Students have to work on the assigned projects, prepare a presentation on their work (in groups), present it in class, and actively participate in the class discussions. The grade will be based on the presentation and an oral examination. Please keep in mind that you need to register via Klips for the examination within the corresponding registration period. It is NOT possible to register after the registration period.

Note that no responsibility is taken for the correctness of the information. Please refer to the Examination Office for all examination-related questions.

Zum Bestehen der Veranstaltung muss eine Präsentation gehalten und eine mündliche Prüfung abgelegt werden. Die Studierenden müssen an den zugewiesenen Projekten arbeiten, eine Präsentation über ihre Arbeit (in Gruppen) vorbereiten, diese im Unterricht präsentieren und sich aktiv an den Diskussionen im Kurs beteiligen. Die Note wird auf der Grundlage der Präsentation und einer mündlichen Prüfung vergeben. Bitte beachten Sie, dass Sie sich in Klips nur innerhalb der vorgegebenen Fristen für die Prüfung anmelden können. Es ist NICHT möglich, sich nach Ablauf der Frist nachträglich anzumelden.

Es wird keine Verantwortung für die Richtigkeit der Informationen übernommen. Bitte informieren Sie sich beim Prüfungsamt über alle prüfungsbedingten Fragen.


The course exposes you to state-of-the-art research on service marketing and innovation management. Particular emphasis is placed on exploring the influence of
customer value/experience on service design, delivery and evaluation. You will be guided through background information of service marketing and research methodology. By creating a collaborative learning environment, we will explore how service marketing and innovation strategies can be applied for the betterment of business and society.
Your role is to be an active contributor in the class. Because this course is taught as a seminar, classroom participation is vital. This seminar is not a lecture, although
presentations will be made throughout the course. Generally, analysis of the readings will be used to guide our discussion. A central element of the course is your active
contribution to a business research project in collaboration with Koelnmesse GmbH, an international trade fair and exhibition center located in Cologne. In order to create
impactful insights for the business project you will not only be involved in study design but also the data collection, analysis, and presentation of your findings to

Detailed information on the course click here.

Learning Objectives

  • Applying marketing mix elements that take into consideration the specific requirements and challenges of innovative services
  • Designing and evaluating decisions regarding service marketing and innovation strategies
  • Developing and conducting an empirical research project and derive business implications
  • Understanding and applying theoretical knowledge and scientific methods to challenges in business practice
  • Translating customer needs into concepts, prototypes and marketable offers 
  • Using adequate methods to foster efficient design and diffusion of innovative services (e.g., pricing strategies and communication activities)
  • Exploring relevant social issues related to service consumption and the power of services to foster social innovations
  • Developing the skill of moving between theory and practice to enhance practical impact of research output
  • Training analytical and problem-solving skills
  • Training project management and team work skills