Syllabus for Service Logic in Marketing, Master Course

Tjänstelogik i marknadsföring, masterkurs

A revised version of the syllabus is available.


  • 7.5 credits
  • Course code: 2FE853
  • Education cycle: Second cycle
  • Main field(s) of study and in-depth level: Business Studies A1N

    Explanation of codes

    The code indicates the education cycle and in-depth level of the course in relation to other courses within the same main field of study according to the requirements for general degrees:

    First cycle

    • G1N: has only upper-secondary level entry requirements
    • G1F: has less than 60 credits in first-cycle course/s as entry requirements
    • G1E: contains specially designed degree project for Higher Education Diploma
    • G2F: has at least 60 credits in first-cycle course/s as entry requirements
    • G2E: has at least 60 credits in first-cycle course/s as entry requirements, contains degree project for Bachelor of Arts/Bachelor of Science
    • GXX: in-depth level of the course cannot be classified

    Second cycle

    • A1N: has only first-cycle course/s as entry requirements
    • A1F: has second-cycle course/s as entry requirements
    • A1E: contains degree project for Master of Arts/Master of Science (60 credits)
    • A2E: contains degree project for Master of Arts/Master of Science (120 credits)
    • AXX: in-depth level of the course cannot be classified

  • Grading system: Fail (U), Pass (G), Pass with distinction (VG)
  • Established: 2012-04-18
  • Established by: The Board of the Department of Business Studies
  • Applies from: Spring 2013
  • Entry requirements:

    A Bachelor's degree, equivalent to a Swedish degree of at least 180 credits including the equivalent to 60 credits in Business Studies. Proficiency in English.

  • Responsible department: Department of Business Studies

Decisions and guidelines

Master programme course- track SMM.

Learning outcomes

The broad objective of the course is that the students develop their ability to understand and analyse the complexity of marketing with respect to service logic; a mind-set that will strongly influence individual skills essential to their future business careers. The objectives are accomplished through lectures, problem-based case discussions and assignments involving practical applications of relevant theories. After the Service Logic in Marketing course, the student will be able to:

  • Appreciate the complexity of understanding and implementing a service logic in a solutions providing setting.
  • Comprehensively understand and feel comfortable with communicating and discussing concepts and perspectives related to service logic and relationship management.
  • Be confident in his/her ability to apply relevant concepts and theories to adequately analyse and suggest solutions to actual marketing-related situations and challenges.
  • Use the acquired skills in service logic when conceiving and implementing marketing strategies and tactics in a future business career.


The perspectives and beliefs of service logic and relationship management are at an increasing rate influencing, and being perceived as necessary for, contemporary marketing strategies and tactics. The traditional theoretical (and applied) distinction between goods and services becomes blurred by for instance the fact that every producing firm, regardless of the line of business, is to a smaller or larger extent providing service(s) as a part of the offering or solution that is being offered to the customer. Or, rather, every firm is offering service (as in doing something for someone else). Hence, there is a need for understanding and practicing marketing of offerings using a service logic, with a background in the development of marketing thought, and a service perspective to marketing and knowledge management.


The teaching in the course includes lectures, seminars and tutoring. The language of instruction is English.


Examination includes written and oral assignments as well as a written exam. Examination includes both individual and team work elements. The final grade of the course is determined after taking into consideration the different parts of the examination. Grading criteria are presented in the study guide provided at the start of the course.

Grades will be given in accordance with the Swedish grading system. The following grades will be used: VG (pass with distinction), G (pass), and U (fail). Assignments and exams handed in late will not be graded except in special circumstances. In addition, any remaining assignments and supplements must be completed and handed in by the deadline specified in the study guide otherwise the entire course (all assignments included) must be redone the next time the course is given, provided there is space in the course.

Uppsala University takes cheating and plagiarism seriously, and disciplinary action will be taken against any student suspected of being involved in any sort of cheating and/or plagiarism. The disciplinary actions take the form of warnings and limited suspensions.

NOTE: Only completed courses can be included in a degree.

Other directives

The course substitutes/overlaps among others Service Management 2FE830, 8FE830.

Reading list

Reading list

Applies from: Autumn 2012

Some titles may be available electronically through the University library.

  • Relevant research articles, cases and other literature suggested by and/or provided through the course faculty

    Department of Business Studies,