International Marketing and Service Marketing, 10 credits. (Advanced level) Course code: FEKC50 Responsibility Department: Department of Business Administration Subject: Business Administration Level: C/D Field of education: Social Science The course is included in the study programme for Service Management at Umeå School of Business and Economics. The course is also a course at the C/D-level in a BSc- or a MSc-degree at Umeå University. 1. Resolution to arrange the course The Faculty of Social Science establishes the course at the University of Umeå and the Board of Business Administration confirmed syllabus on November 13 2001. 2. Objective and contents The purpose of the course is to gain knowledge about international marketing where the service companies constitute an increasing role. The second part will give the students deep knowledge about theories in service marketing and the ability to use them. Module 1 International Marketing, (5 credits) Objectives: * to present an historical review of companies possibilities of acting in different markets * to gain an understand of the theoretical framework of the inter- nationalization process * To learn and acquire skills in strategic, tactical and operational decision making about expansion into foreign markets. One purpose of this course is to give students knowledge about the environment in which international companies work. Examples will be given to make students realise that the different conditions existing at the macro level will affect the conditions at the micro level. Different modes to operate in international markets will be discussed. Another purpose is to discuss problems, decisions and steps made in connection with the internationalisation of companies. Another purpose of this course is to give the students an understanding of the multinational company and its marketing activities. All parts of the course will start with general strategic discussions related to specific problems, which later will be discussed on tactical as well as operational levels. This will give students knowledge about practical international marketing as well as an understan-ding of the general context. This will stimulate the student’s analytical ability and critical thinking about international marketing and global companies. Teaching disposition The core topics of the course will be covered on lectures and seminars. The student will also meet guest lecturers and case studies. The students will on several occasions be asked to make oral and written presentations. The students will be expected to take and active part in lectures, seminars and in the cases presented. Examination Attendance at seminars and case presentations are required to pass the course. A written examination (tentamen) is given on the module. The following grading system is used: Pass with distinction (Väl godkänd), Pass (Godkänd), and Fail (Underkänd). To receive the grade Pass with distinction on the course, the student must have achieved that grade on both modules. Further information can also be obtained from the student counsellor Module 2 Service Marketing (5 credits) Companies in the service sector constitute the largest and fastest growing type of companies in the world economy, and the international trade with services is undergoing a liberalisation. Production of services (both direct and indirect) is constantly increasing in the society and this increase is noted both in the private and in the public sector. The service sector has now been acknowledged both by practitioners and by academics. The course in Service Marketing is suitable for students who are intere- sted to know more about the problems and possibilities when it comes to marketing of service companies, and other service organisations. The aim of the course is to give deeper knowledge about marketing of services. Five themes will be highlighted both on lectures and in own assignments: * Strategic marketing in service companies * The effect of relationship marketing on customer satisfaction * The basis and effects of service quality * The service customers experience of service quality * The service customers learning of expectations. The arrangement of the course The process of learning is based on lectures, assignments and discussions. The major part of the learning process is done by the student's own engagement in his/her own assignments, individual or in groups. Examination Attendance at presentations and seminars are required to pass the course. The course is examined through assignments and a literature check. For the grading of the students' * ability to understand the theories from the literature * problem presentation, and the structure and arguments used in discussions * ability to include marketing applications in the discussions will be in focus. The completion of the course shall be done at latest two weeks after the ending date of the course. The following grading system is used: Pass with distinction (Väl godkänd), Pass (Godkänd), and Fail (Underkänd). 3. Prerequisites Students require at least 30 credits from the A- and B-level courses in Business Administration, A 20 credits and B 20 credits. Exchange students require a minimum of 40 credits from the A-and B-level courses in Business Administration for entry to the course. It corre- sponds to 60 ECTS-credits in basic courses in Business Administration (Management,Accounting,Financial Investments,Cost Accounting and Marketing) 4. Teaching methods Lectures and seminars will cover the core topics of the course. The student will also meet guest lecturers and case studies. The students will on several occasions be asked to make oral and written presentations. The students will be expected to take and active part in lectures, seminars and in the cases presented. Guest lectures might be used in examination. 5. Examination The following grading system is used: Pass with distinction (Väl godkänd), Pass (Godkänd), and Fail (Underkänd). To receive the grade Pass with distinction on the course, the student must have achieved that grade both modules. Students who do not pass at the time of the normal written examination will be offered an opportunity to sit a further examination within two to three weeks on courses having the normal pace of study. After this, the subsequent opportunity for taking the examination arises, as a rule, in connection with the module offered during the subsequent term. Beyond that, additional examination opportunities normally arise every academic year one-week prior to the start of the autumn term. Information on this can be obtained from the Student Counsellor. Resit opportunities are given each August on modules for which there are written examinations held at the end of the spring term. When a student has failed an examination on two occations, he or she has a right to have another grading teacher. A written request should be handed to the director of studies no later than two weeks before the next examination opportunity. Further information can also be obtained from the student counsellor. Oral Examination (concern only Swedish speaking students) Oral examinations are conducted in conjunction with those held on the C-course in Business Administration. Administration Within two weeks of passing courses in Business Administration to a level of 50 credits, students should report for the oral examination (to the student office). The oral examination is arranged within the normal period of term-time. Examiner: Professor/Senior lecturer Aim and extent The examination is designed as a verbal exchange between the student and the examiner and should extend across all areas covered by the 50 credit structure for studies in the subject of Business Administration. Students will be expected to display a competence in all fields of the subject, but special weight will be given to the area of specialisation selected at the C-level. The examination is given individually and should include problem areas of contemporary relevance. Grading A grading scale of Fail and Pass is used. Students who fail are given further opportunities to sit the examination after discussions with the examiner. Grades on the course are awarded when students have passed all examinations and compulsory course elements. 6. Utilisation et cetera In cases where there are applicants from abroad, the course language will be English. Otherwise, parts of the course may be taught in English. Information on language aspects can be obtained from the student counsellor. 7. Readings and other material Module 1 International Marketing (5 credits) Cateora, P.R. & Graham J.L., International Marketing, 10th Edition, Irwin/McGraw-Hill 1999. (ISBN 0-07-115673-9) Meloan, Taylor W., Graham, John L. International & Global Marketing: Concepts & Cases. McGraw-Hill Professional Book Group 1997 (ISBN: 0256218943) Department of Business Administration, Articles Reference literature: Bartlett, C.A. & Ghoeshal, S. Managing Across Borders. 2nd Edition, Harvard Business School Press, 1998 (ISBN 0875848494) Sölvell, Ö., Zander, J., Porter, M.E., Advantage, Sweden. Norstedts 1991. (ISBN 91-38-50193-7) Module 2 Service Marketing (5 credits) Lovelock, C., Vandermerwe, S., Lewis, B. Service Marketing. A European Perspective Prentice Hall. ISBN 0-13-095991-X Article compendium in service marketing: (Student Office/Student- expeditionen), own additional literature found at the university library through books, academic articles, etc., to be able to complete the assignments: Day and Nedungadi. Managerial Representations of Competetive Advantage. Journal of Marketing side 31-44 Gummesson. Kvalitetsstyrning i tjänste- och serviceverksamheter. Utdrag ur forskningsrapport 91:7 sid 105-127 Edvardsson. begreppen tjänst och kvalitet samt trender inom tjänste- kvalitet. Grönroos. From Marketing mix to relationship marketing. Management Decision side 4-20. Zeithaml mfl. Problems and Strategies in Service Marketing. Journal of Marketing side 33-46. Vandermerwe and Gillbert. Making Internal Service Market Driven. Business Horizon side 83-89. LaTour. Cultural Anchoring in the service sector. I Journal of Service Marketing side 29-34. Yoon m fl.The Effects of Information and Company Reputation on Intentions to Buy a Business Service. Journal of Business review side 215-228. Bitner. Servicecapes: The Impact of Physical Surroundings on Customers and Employees. Journal of Marketing side 57-71. Thomas. Strategy is different in service businesses. Service Industries side 158-165. Evans and Laskin. The Relationship Marketing Process: A Conceptualisation and Application. Industrial Marketing Management side 439-452. Perrien mfl. Dissolution of a relationship - The salesforce Perception. Industrial Marketing Management side 317-327. Shani and Chalasani. Exploiting Niches using relationship Marketing. I Journal of Consumer Marketing side 33-42. Perrien mfl. The implementation of relationship Marketing in Commercial Banking. Journal of Marketing side 141-148. Liljander mfl. Different Comparison Standards as Determinants of Service Quality. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior side 119-132. Parasuraman mfl. A Conceptual model of service Quality and its Implications for Future Research. Journal of Marketing side 41-50. Mägi and Julander. Perceived service quality and customer satisfaction in a store performance framework: An empirical study of Swedish grocery retailers. Journal of Retailing and Consumer Services side 33-42. Johnson m fl. Expectations, perceived performance, and customer satis- faction for complex services: The case of bank loans. I Journal of Economic Psychology side 163-182. Ostom and Iacobucci. Gender differences in the impact of core and Relational Aspects of Services of the evaluation of Service Encounter. I Journal of Consumer Psychology side 257-286. Iacobucci m fl. Distinguishing Service Quality and Consumer Satisfaction: The Voice of the Consumer. I Journal of Consumer Psychology side 277- 303. Halstead. Five Common Myths about Customer Satisfaction Programs. Journal of Service Marketing side 4-12 Maximising Satisfaction and Managing Dissatisfaction in Mental Health and human services. I Health Marketing Quarterly side 29-36. Additional articles might be added in class. Reference readings Grönroos, C., (2000) Service Management and Marketing: A Customer Relationship Management Approach Wiley, John & Sons Incorporated ISBN 0-47-172034-8 Umeå University, Department of Business Administration, 901 87 Umeå Phone: 090-786 50 00 vx. Fax: 090-786 66 74.