116-0012/02 – Services Marketing (MarSlu)

Gurantor departmentDepartment of Marketing and BusinessCredits6
Subject guarantorIng. Jana Ostrožná, Ph.D.Subject version guarantorFiktivní Uživatel
Study levelundergraduate or graduateRequirementChoice-compulsory
Study languageCzech
Year of introduction1990/1991Year of cancellation2009/2010
Intended for the facultiesEKFIntended for study typesMaster
Extent of instruction for forms of study
Form of studyWay of compl.Extent
Full-time Credit and Examination 2+2

Subject aims expressed by acquired skills and competences

After finishing the subject student be able: - To characterize the services market, its specifics. - To identificate the differences between targible goods sale and services sale. - To compile full services offer of company including the package of services. - To make a decision on the using of expanded marketing mix tools in services company. - To modify the marketing management process in the services industry.

Teaching methods


The subject is focused on a characterization of service market, marketing management and marketing tools in service organisations. The aplication of marketing brings a differences to the elements of services marketing. The main part of subject is aimed on marketing mix concept use in the service industry.

Compulsory literature:

LOVELOCK, Ch. H. Services Marketing . Text, Cases and Reading. Prentice-Hall International, Inc., 1991. 526s. ISBN 0-13-80701-2 PAYNE, A. Servicec Marketing. Pretice Hall UK) Ltd, 1993. 253s. ISBN 0-13- 284852-X ZEITHAML, V. A.; BITNER, M. J:; GREMLER, D: D. Services Marketing. Integrating Customer Focus Across the Firm. New York: McGraw-Hill Higher Education, 2006. 708s. ISBN 007-124496-4

Recommended literature:

WOODRUFFE, H. Services Marketing. Glasgow: Bell and Bain Ltd., 1995. 307s. ISBN 0-7121-1039-9

Way of continuous check of knowledge in the course of semester


Další požadavky na studenta


Subject codeAbbreviationTitleRequirement
116-0030 . Marketing Recommended
116-0300 MG Marketing Recommended
116-0400 MG Marketing Recommended


Subject has no co-requisities.

Subject syllabus:

Conditions for subject completion

Full-time form (validity from: 1960/1961 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of points
Exercises evaluation and Examination Credit and Examination 100 (145) 51
        Examination Examination 100  0
        Exercises evaluation Credit 45  0
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.FormStudy language Tut. centreYearWSType of duty
2001/2002 (M6208) Business and Management (6208T037) Management (02) Management P Czech Ostrava 3 Choice-compulsory study plan
2000/2001 (M6208) Business and Management (6208T037) Management (02) Management P Czech Ostrava 3 Choice-compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner