The growing importance of services in both the service and manufacturing industries is undeniable. On one hand, services like energy, telecommunications, and transportation are vital to all sectors of the economy; financial services enable transactions and investment; health and education services contribute to a healthy, well-trained workforce; and legal and accountancy services offer essential support. On the other hand, integrating services into an existing portfolio is seen as crucial for manufacturing firms aiming to gain a competitive advantage. Furthermore, in the academic literature, service-dominant (S-D) logic—a service-centered approach that redefines the purpose and process of economic exchange—has evolved in recent years into a meta-theoretical framework that helps us understand and analyze the complex relationships within service ecosystems.

The aim of this course is to provide an in-depth understanding of how services and service ecosystems are conceptualized, designed and managed. Marketing issues will be discussed within a broader context of management of services, employees and operations and service ecosystems. The role of technology, sustainability and ethics will be emphasized as well. This course provides a strong managerial orientation and strategic focus but with necessary links to theory and academic research.