Theory is Boring and Useless

Concept questions are worth 40% of the exam grade ...(For PGE & Mcs programmes in English, and up to 2 bonus marks for PGE students)  

No serious study programme, even for professionals, can be delivered without a minimum amount of theory, and certainly not at KEDGEBS. Theory feeds practice and practice feeds theory which is true even if KEDGEBS's credo is: 'Learning by doing'. Theory cannot be ruled out.

In addition, one cannot deal with Services Marketing without returning to the basic principles of Marketing. A lecturer cannot re-invent the principles of SM. He/she can only deliver a personal approach.

The ideal situation would be to put applications into practice in a real situation/real company. This cannot be done. The solution is to deal jointly with the most practical part of theory and the most theoretical part of practice: case studies and a group-project based on a product/market- within realistic financial limits.

Case studies will be inspired either by genuine companies or by everyday life (at the bank office, in the dental practice...). At your level and within this academic context, Services Marketing is guidance and orientation.

There will be group work and assignments offered during the second part of each session. 

The exam question is in two parts: Concept questions (worth 8 marks) and a case study (worth 12 marks). There could be questions about the cases studied in class.

For in-class assignments, 2 or 3 levels of difficulty are offered so that you can choose which one fits your level of knowledge the best (case studies (existing or imaginary companies) for the most advanced students).

Examples from real life situations will be provided as well as a methodology.

A guest speaker will come and present his:her company:job.