Services Marketing in an International Context (ILV)



FH-Prof. Mag. Dr.

 Alexander Schwarz-Musch

 Gerald Zankl
VertiefungInternational Marketing
Studiengangssemester 3. Semester
Semesterwochenstunden / SWS1,0
ECTS Credits2,0
Unterrichtssprache Englisch

By the end of this course the students should:
understand the specific challenges of international marketing in the services sector
understand the external (especially legal and cultural) influences on international services marketing
identify the role of the 4Ps in international services marketing
discuss the specifics of international marketing in selected services industries
design appropriate strategies and plans for the marketing of services in international markets

Defining international services marketing
Characteristics and challenges of delivering services across borders
Cultural and legal influences on international services marketing
Service expectation and service satisfaction
Developing service products
Designing and managing service processes
Pricing of international services
The international service communication strategy
The role of service quality and productivity management
Designing a marketing plan for international services marketing
Managing customer relationships in an international services context (including customer loyalty and complaints management)
Specifics of international services marketing in different industries (e.g. hospitality, finance)

Czinkota, M. R. & Ronkainen, I. A. (2010). International Marketing. 10th ed. Mason, OH: South Western Cengage Learning (Chapter 12: Global marketing of services).
Hoffmann, K. D. & Bateson, J. E. G. (2011). Services Marketing: Concepts, Strategies, & Cases. 4th ed. Mason, OH: South Western Cengage Learning

Lovelock, C. H. & Wirtz, J. (2010). Services Marketing: People, Technology, Strategy. 7th ed. Harlow: Prentice Hall.

Lecture, discussion, case studies

Class participation: 20%
Exam: 80%