Syllabus for Service Logic in Marketing, Master Course

Tjänstelogik i marknadsföring, masterkurs


  • 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:
  • Revised: 2020-02-05
  • Revised by: The Department Board
  • Applies from: Spring 2021
  • Entry requirements:

    A Bachelor's degree, equivalent to a Swedish Kandidatexamen, from an internationally recognised university. Also required is 90 credits in business studies. Proficiency in English equivalent to the Swedish upper secondary course English 6.

    For incoming exchange students, exceptions can be made from the requirement of 90 credits in business studies, provided that special reasons are considered to exist.

  • Responsible department: Department of Business Studies

Decisions and guidelines

Master's Programme in Business and Management - specialisation Marketing.

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 mindset 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 service logic in a solutions-infused setting.
  • Comprehensively understand and feel comfortable 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. Alternatively, every firm is offering service (as in doing something for someone else). Hence, there is a need for the understanding and practice 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 course is taught through lectures, seminars, written reflections and tutoring. Lectures (optional attendance) provide a theoretical foundation for further instruction and knowledge generation; seminars (mandatory attendance) are based on group-based discussions and active individual participation where knowledge is contextualised; written reflections (mandatory) and instructor tutoring (optional) assist students in their learning process. The course is taught in English.


The student will get one single grade, equivalent to 7.5 credits.

Examination includes written and oral assignments as well as a written exam. Examination includes both individual and team work elements. The grade for the entire course is based on an assessment of all parts of the examination.

Grading criteria are presented in the study guide that applies to the course section. The following grades will be used: pass with distinction (VG), pass (G), and fail (U). Examinations handed in late will not be assessed except under special circumstances. Any remaining supplemental work must be completed and handed in by the deadline specified in the study guide. Otherwise the entire course (all examinations included) must be retaken during subsequent course sections.

If there are special reasons for doing so, an examiner may make an exception from the method of assessment indicated and allow a student to be assessed by another method. An example of special reasons might be a certificate regarding special pedagogical support from the University's disability coordinator.

Uppsala University does not accept cheating or plagiarism. Suspected incidents of cheating or plagiarism are reported to the Vice-Chancellor, which may issue a formal warning to the student or suspend the student from studies for a certain period.

NOTE: Only completed courses can count toward a degree.

Other directives

The course substitutes/overlaps Service Management 2FE830, 8FE830, Service Logic in Marketing, Master Course (Contract Education) 8FE853.

Reading list

Reading list

Applies from: Spring 2021

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,


  • Lusch, Robert F.; Vargo, Stephen L. Service-dominant logic : premises, perspectives, possibilities

    Cambridge: Cambridge University Press, 2014

    Find in the library