Service Logic in Marketing, Master Course

7.5 credits

Syllabus, Master's level, 2FE853

A revised version of the syllabus is available.
Education cycle
Second cycle
Main field(s) of study and in-depth level
Business Studies A1N
Grading system
Fail (U), Pass (G), Pass with distinction (VG)
Finalised by
The Board of the Department of Business Studies, 6 February 2013
Responsible department
Department of Business Studies

General provisions

Master programme course- track SMM.

Entry requirements

A Bachelor's degree, equivalent to a Swedish degree of at least 180 credits with at least 90 credits in Business Studies including an independently written academic work of at least 15 credits. Proficiency in English.

Exemption exchange students: The equivalent to 60 credits in Business Studies, though 90 credits is strongly recommended. Proficiency in English.

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 count toward a degree.

Other directives

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