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 Department Board, 1 February 2017
Responsible department
Department of Business Studies

General provisions

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

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.

For incoming exchange students only 60 credits or equivalent in business studies are required, 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 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 provided at the beginning of the course. 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, pending availability of a place in the course.

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

NOTE: Only completed courses can count toward a degree.

Other directives

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