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Service Marketing and Social Media

Summer School of Business, Economics and Management, 10 ECTS
Economics, commerce, management and accounting Law, public administration, public order and safety

Institution Aarhus University (AU)
Campus Aarhus
Duration 3 weeks
Tuition per term (Non-EU/EAA/CH) 1700 EUR
Tuition per term (EU/EAA/CH) 680 EUR

Service Industry dominates the economic landscape of most countries and contributes over 80% of GDP in developed Economies. The course has been designed to equip students to become more effective managers of service organisations by familiarizing them with the characteristics of services, their implications on design and delivery. It also aims to highlight the role of coordinated organizational effort through marketing, human resources, operations and usage of Digital and Social Media in gaining sustainable competitive advantage.

The course has been designed to equip students with  important qualifications and skills to become effective managers of Services by familiarizing them with :
  • Difference between marketing Products & services integrating with Service dominant Logic
  • Concepts like Customer Engagement, Commitment, Brand resonance and loyalty
  • Application of concepts: Marketing mix of services, encounters, Moments of Truth, Service Positioning, value creation, service recovery, customer involvement, CRM, Demand and supply issues, Integrated Marketing Communication, Pricing issues in services etc.
  • Understanding Service Quality, its measurement and management
  • Service design through marketing research and Blueprinting for efficient delivery
  • Internal marketing and Internal service Quality
  • Describe the different emerging Technologies to enhance services – SST’s, social networks, online communities and their business models
  • Draw new e-models which are used in a marketing plan and assess the impact of these models on each element of the marketing mix
  • Comprehend and use the different Social Media analytical tools 

About the Degree

This is a summer course that counts 5 or 10 ECTS. 


  • You must be enrolled in a university programme at the time of the AU Summer University
  • If you are applying for admission to AU Summer University courses at the Master level, you must hold a relevant Bachelor's degree (or as a minimum 180 ECTS in your study programme
  • The application deadline is March 15th


The tuition fee varies from course to course. Find the price on the individual course page. Find more information here

For Further Information

You can find more information on the programme here
If you have any questions regarding the programme please write


Application date
Mar 15
Start date
Jul 24


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