Service Marketing and International Marketing C, 10p Syllabus: Service Marketing and International Marketing C Course code: FEUC12 Responsibility: The Dept of Business Administration Subject: Business Administration Level: C (Advanced) Course credit: 15 ECTS / 10 points Field of education: Social Sciences The course is included in the study programme for Service Management at Umeå School of Business. The course is also a course at the C-level in a BSc- or a MSc-degree at Umeå University. 1. Resolution to arrange the course The course is established by the Faculty of Social Sciences at Umeå University and the syllabus is confirmed by the Board of Umeå School of Business on November 29, 2006. 2. Objective and contents The purpose of the course is to gain knowledge about theories in service marketing and the ability to use them. The second part of the course will give the students deep knowledge about international marketing where the service companies constitute an increasing role. Module 1 Service Marketing (5 points) 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 interested 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 employees' and customers' role in service delivery. 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). Module 2 International Marketing, (5 points) Objectives: * to present an historical review of companies possibilities of acting in different markets * to gain an understand of the theoretical framework of the internationalization process * to learn and acquire skills in strategic, tactical and operationaldecision 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 understanding 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 this module. A written examination (tentamen) is given on the module. 3. Prerequisites Students require at least 30 points from the A- and B-level courses in Business Administration, A 20 points and B 20 points. Exchange students require a minimum of 40 points from the A-and B-level courses in Business Administration for entry to the course. It corresponds 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 at least 75% of the total of points on the separate modules or the equivalent Grades on the course are awarded when students have passed all examinations and compulsory course elements. Students who do not pass at the time of the normal written examination will be offered an opportunity to sit a further examination within 2-3 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 hasa 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. 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 materials Module 1 Service Marketing (5 points) Textbook: Zeithaml, Valarie A., Mary Jo Bitner, and Dwayne D. Gremler (2006), Services marketing: integrating customer focus across the firm (4. ed.). Boston: McGraw-Hill. A selection of 8-10 scientific journal articles will be used together with the textbook. That list of articles will be available at the course introduction and at the web page of the course. Another selection of journal articles, 5-10, will be used for group assignments. Reference readings: Grönroos, C., (2000) Service Management and Marketing: A Customer Relationship Management Approach. Wiley, John & Sons Incorporated Feurst, Ola., Flodhammar, Åke., Engelsk-Svensk Ordlista i Marknadsföring. Liber-Hermods Module 2 International Marketing (5 points) Textbook: Czinkota, Michael R., Ronkainen, Ilkka A., International Marketing, South Western College Publishing, latest edition Required articles: Bilkey, Warren J., and Tesar, George (1977), "The Export Behavior of Smaller Sized Wisconsin Manufacturing Firms", Journal of International Business Studies, 8, 93-8. Levitt, Theodore (1983), "The Globalization of Markets". Harvard Business Review, 61-3, 92-102. Porter, Michael (1990), "The Competitive Advantage of Nations", Harvard Business Review, 90-2, 73-93. Another selection of scientific journal articles will be available and used for group assignments. Reference literature: Bartlett, C.A. & Ghoeshal, S. Managing Across Borders. 2nd Edition, Harvard Business School Press, 1998 Sölvell, Ö., Zander, J., Porter, M.E., Advantage, Sweden. Norstedts 1991. Umeå University, Umeå School of Business, 901 87 Umeå Phone: 090-786 50 00 vx. Fax: 090-786 66 74.