In teaching, throughout her portfolio of courses, Prof. Dr. Lena Steinhoff pursues the goal of enabling students to develop capabilities and competencies that help them take better management decisions in their future careers in service management and marketing.
Lena Steinhoff’s teaching approach uses diverse course formats, is management as well as research oriented, and provides students with an internationally competitive learning experience. Her teaching methodologies encompass various course formats, such as lectures, seminars, exercises, and projects. Guest lectures by practitioners and student projects in cooperation with company partners emphasize business relevance and facilitate the practical application of the contents discussed in class. A strong research focus is another key characteristic of Prof. Dr. Steinhoff’s teaching approach. She wants to spark curiosity and enthusiasm for conducting theoretical and empirical work among her students and introduce them step-by-step to doing scientific research. For her successful implementation of a “research-based learning” approach, she received the 2018 Teaching Award for Extraordinary Accomplishments in Teaching of University of Paderborn’s Faculty of Business Administration and Economics. Lena Steinhoff uses internationally renowned textbooks, case studies, and research papers, to provide her students with learning opportunities on an internationally competitive level.
The module introduces students to the economic relevance and the defining characteristics of services as well as to the conceptual and theoretical foundations of service management. Against this background, the course conveys the goals and strategies of service management as well as the concepts for designing and marketing service offers and for managing service processes.
Strong customer relationships can represent a sustainable competitive advantage for companies. Customer relationship management is concerned with the development, expansion, and long-term maintenance of successful relationships between the customer and the company. The research-based approach of this module combines lectures with discussions of topical research articles and aims at introducing, understanding, and effectively implementing customer relationship management instruments. One important instrument, for example, are loyalty programs, which are discussed in-depth in the module.
Tourism represents a service industry of globally high social, cultural, and economic relevance. Due to the characteristic features of tourism services, a holistic service management approach is of particular importance in this industry. The lecture sessions of the module shed light on the key theoretical concepts and offer practical examples. In the accompanying exercise sessions, students discuss topical case studies of different international tourism companies and apply the contents acquired through the lectures.
Following the approach of research-based learning, students execute the full research process, working on an innovative, current topic domain in service research. The challenge for students is to develop and conduct their own research project throughout the semester. In doing that, they apply key methodologies of quantitative, behavioral service research. Seminar participants derive hypotheses from theory, conduct an empirical study, and analyze their data with the statistics software SPSS. The findings and resulting implications for service research and practice will be presented in groups.
Omnichannel Shopper Marketing captures the emergence of new advanced (retail) marketing channels both in e-commerce and traditional brick-and-mortar. Facilitated by technology, these synchronized channels offer both opportunities and challenges to retailers and other service providers to not only increase the number of transactions with a larger diverse customer base, but also to create more involved, relevant, and even emotional relationships with individual customers and other stakeholders, and so improve brand equity, customer satisfaction, and loyalty. Technological advances in data collection and analysis allow omnichannel marketers to develop a deep understanding of the customer journeys individual shoppers are on or are about to take. Understanding how to meaningfully contribute and support these customer journeys offers new avenues for marketing and customer relationship building but also provides challenges not before experienced in (retail) service marketing. This course will be in a “self-study and seminar” format, meaning that the materials will not only be delivered in a traditional lecture format, but more so that students will work individually and in small groups reading materials, partaking in class-discussions, conducting case studies, and deliver a final project presentation at the end of the semester. The course language is English for the class sessions, reading materials, case study, and final presentation. However, the instructor can speak and read German if necessary. Although the course content focuses on the retail industry and the beverage alcohol category for its final case study (Beer, Wine & Spirits industry), the content is relevant for students interested in service industries in general and in the development and marketing of consumer products and services from a general management or entrepreneurial interest.