116-0303/02 – Services Marketing (MS)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Pavlína Kozáková, Ph.D.Subject version guarantorIng. Pavlína Kozáková, Ph.D.
Study levelundergraduate or graduateRequirementChoice-compulsory
Year2Semesterwinter
Study languageCzech
Year of introduction1999/2000Year of cancellation
Intended for the facultiesEKFIntended for study typesBachelor, Follow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
PAW031 Ing. Pavlína Kozáková, Ph.D.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
VIL0054 Ing. Miriam Vilášková
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

Lectures
Tutorials
Project work
Other activities

Summary

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:

ZEITHAML, V. A., M. J. BITNER and D. D. GREMLER. Services Marketing. 6th edition. New York: Business And Economics; 2012. 704 p.

Recommended literature:

PALMER, Adrian. Principles of Services Marketing. 1.Title. London: Mc GRAW-HILL Book Company, 1994. 341 p. ISBN 0-07-707746-6. 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

E-learning

Další požadavky na studenta

Case study solutions Part of student project work presentation

Prerequisities

Subject has no prerequisities.

Co-requisities

Subject has no co-requisities.

Subject syllabus:

1. Characteristics of services industries. Classification of services. Services development, factors of services development. 2. Consumer behavior in services. Characteristics of services. Differences between goods and services. Customer perceptions of services. Customer evaluation of services. 3. Principles of services marketing. Deficiencies in marketing management. Evolution trends of services marketing. The services marketing mix. Internal, external and interactive marketing 4. The service product, four levels of the service product. The service offer, service elements, service forms, service levels. 5. Customer satisfaction measurement. Measurement of factor importance. Method of perceived gap. Method of satisfaction pyramid. Position map according to the satisfaction and factor importance. 6. Packaging the services product. The product life-cycle. Assortment in services industrie organization. 7. Pricing the services. 8. Distribution and delivery of services. 9. Promotion of services. 10.People in services. Internal marketing. Control systems of personnel service quality. Customers levels. 11.Physical evidence. Management of physical evidence. Creation services atmosphere. 12.Processes in services. Balancing service offer and demand. Productivity in services industries.

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 (100) 51
        Exercises evaluation Credit 40  0
        Examination Examination 60 (60) 0
                Written examination Written examination 60  0
Mandatory attendence parzicipation:

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2018/2019 (B6208) Economics and Management (6208R037) Management P Czech Ostrava 3 Choice-compulsory study plan
2018/2019 (B6208) Economics and Management (6208R037) Management (03) Sports Management P Czech Ostrava 2 Choice-compulsory study plan
2018/2019 (N6202) Economic Policy and Administration (6202T010) Finance P Czech Ostrava 1 Choice-compulsory study plan
2018/2019 (N6202) Economic Policy and Administration (6202T055) Public Economics and Administration P Czech Ostrava 1 Choice-compulsory study plan
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2018/2019 (B6209) Systems Engineering and Informatics (6209R017) Informatics in Economics P Czech Ostrava 3 Choice-compulsory study plan
2018/2019 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava 3 Choice-compulsory study plan
2017/2018 (B6208) Economics and Management (6208R037) Management P Czech Ostrava 3 Choice-compulsory study plan
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2017/2018 (B6208) Economics and Management (6208R020) Business Economics (03) Ekonomika a právo v podnikání P Czech Ostrava 3 Choice-compulsory study plan
2017/2018 (N6202) Economic Policy and Administration (6202T010) Finance P Czech Ostrava 1 Choice-compulsory study plan
2016/2017 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava 3 Choice-compulsory study plan
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2015/2016 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava 3 Choice-compulsory study plan
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2014/2015 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava 3 Choice-compulsory study plan
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2014/2015 (B6209) Systems Engineering and Informatics (6209R025) System Engineering and Informatics P Czech Ostrava 3 Choice-compulsory study plan
2013/2014 (B6208) Economics and Management (6208R037) Management P Czech Ostrava 3 Choice-compulsory study plan
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2007/2008 (B6208) Economics and Management (6208R037) Management (00) Management P Czech Ostrava 3 Choice-compulsory study plan
2007/2008 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan
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