Welcome to the Chair in Marketing & Service Management!
For bachelor and masters programmes, the Chair in Marketing & Service Management offers, in addition to basic lectures, an innovative and interactive concept of small-group-teaching, which is delivered by external, practice-oriented lecturers as well as prestigious, international visiting professors from all around the world. Many of these block courses are thought in English and provide an interesting opportunity for students from abroad to complete courses at the University of Bayreuth.
Our teaching is highly research oriented. Central is the Service Quality – Value Framework, an overarching framework, which comprises research on quality and brand management, value cocreation, pricing, customer satisfaction and customer identification. A strategic focus of our recent research projects is in the innovative field of customer engagement in networks and digital business models.