International Service and Experiential Marketing
Integrated course, 2.00 ECTS
After completion of the module, the student can...
1 analyse opportunities and risks of international business processes using international management strategies and theories.
2 formulate and evaluate internationalization strategies and market entry modes.
3 apply theoretical approaches concerning factors of success for international business.
Recommended or required reading and other learning resources / tools
• Griffin, Ricky W. and Michael W. Pustay. 2014. International Business. Upper Saddle River: Pearson Education/Prentice Hall. Part III: Managing International Business.
• Young, Stephen. 2000. International market entry and development - Strategies and Management. Hemel Hempstead, Hertfordshire: Harvester Wheatsheaf.
• Lymbersky, Christoph. 2008. Market Entry Strategies: Text, Cases And Readings In Market Entry Management
Lovelock, C / Wirtz, J. .: Services Marketing – People, Technology, Strategy, 8th edition, World Scientific Publishing Co Inc (USA), 2016
International Journal of Global Trade
European Journal of International Management
Journal of International Business Studies
Advances in Service Marketing and Management
European Journal of Marketing
International Journal of Service Industry Management
Journal of the Academy of Marketing Science
Journal of Marketing
Journal of Retailing
Journal of Services Marketing
Journal of Services Research
The Service Industries Journal
Harvard Business Review
Mode of delivery
ILV, Lecture 2 THW, seminar 1 THW in 2 groups, total 4 ASWS
Prerequisites and co-requisites
Assessment methods and criteria