Today, a growing number of firms worldwide consider themselves service enterprises, and customers are becoming the key resource of firms. The field of customer-focused service management has evolved drastically over the past 30 years. In this course, Professor Emeritus Christian Grönroos will, through a series of lectures, present the fundamental aspects and latest thinking in service management research. In a blended offline/online learning environment, students will work on assignments related to the lectures. To understand the essentials of a service-based perspective on marketing and management has never been more important than in today’s competitive business environment.