• Bambauer-Sachse Silke

• Stuhldreier Sanja Maria
• Young Ashley

In the first part of the course International Services Marketing, we will discuss what differentiates services from goods, and we will cover important basic concepts in the considered context.

In the second part, we will cover the 7 P’s of the marketing mix for services from an international perspective.

In the third part, we will look at consumer behavior in an international service context.

In the fourth part, we will deal with marketing strategies for international service firms.

In the fifth part, we will see how to measure service quality on an international level.

In the sixth part, we will dig deeper into the specific aspects of marketing services internationally.

Throughout the course, we will see many interesting examples from marketing practice.

In order to enable the course participants to apply the covered course content, to deepen their knowledge in selected areas as well as to use empirical data analysis in the context of international services marketing, the students will work on group work projects that are clearly linked to specific aspects of the course content and consist in examining these aspects in small empirical studies (basic knowledge of SPSS is required!).

The group work projects are a mandatory part of the course. The overall course grade will be calculated as follows: 0.3* grade of the group work project + 0.7*grade of the written exam.

For some course dates, attendance will be mandatory!

The objectives of the course are to familiarize the course participants with the specific characteristics of international services marketing and to enable them to develop marketing strategies based on empirical data analysis in this context.

Exam duration 60 minutes

Retake exam only

Exam duration 60 minutes

Course with continuous evaluation: after the registration period, you can no longer cancel your registration (see session calendar on the Faculty's website).