116-0303/02 – Services Marketing (MS)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Pavlína Kozáková, Ph.D.Subject version guarantorIng. Miluše Hluchníková, CSc.
Study levelundergraduate or graduateRequirementChoice-compulsory
Year1Semesterwinter
Study languageCzech
Year of introduction1999/2000Year of cancellation2022/2023
Intended for the facultiesEKFIntended for study typesBachelor, Follow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
HLU40 Ing. Miluše Hluchníková, CSc.
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:

KOTLER, Philip a Gary ARMSTRONG. Principles of Marketing. London: Pearson Education, 2017. 736 p. ISBN 978-0134492513. RAŠOVSKÁ, Ida a Kateřina RYGLOVÁ. Management kvality v cestovním ruchu. Praha: Grada, 2017. 192 s. ISBN 978-80-247-5021-7. VAŠTÍKOVÁ, Miroslava. Marketing služeb - efektivně a moderně. 2. aktual. a rozš. vyd. Praha: Grada, 2014. 268 s. ISBN 978-80-247-5037-8.

Recommended literature:

JAKUBÍKOVÁ, Dagmar. Marketing v cestovním ruchu. Praha: Grada, 2012. 320 s. ISBN 978-80-247-4209-0. KOTLER, Philip a Kevin KELLER. Marketing management. Přel. T. Juppa. 14. vyd. Praha: Grada, 2013. 814 s. ISBN 978-80-247-4150-5. ZEITHAML, V., M. J. BITNER and D. GREMLER. Services Marketing. 7th ed. New York: McGraw-Hill Education, 2018. 544 p. ISBN 978-0078112102.

Way of continuous check of knowledge in the course of semester

Znalosti se ověřují samostatným zpracováním zadaných úkolů a jejich prezentací v průběhu semestru a splněním písemného testu. Předmět je ukončen zápočtem a zkouškou.

E-learning

Other requirements

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, validity until: 2022/2023 Summer semester)
Task nameType of taskMax. number of points
(act. for subtasks)
Min. number of pointsMax. počet pokusů
Exercises evaluation and Examination Credit and Examination 100 (100) 51 3
        Exercises evaluation Credit 40  0 3
        Examination Examination 60 (60) 0 3
                Written examination Written examination 60  0 3
Mandatory attendence participation:

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Conditions for subject completion and attendance at the exercises within ISP:

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Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
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2020/2021 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava 3 Choice-compulsory study plan
2020/2021 (B6209) Systems Engineering and Informatics (6209R017) Informatics in Economics P Czech Ostrava 3 Choice-compulsory study plan
2019/2020 (B6208) Economics and Management (6208R037) Management P Czech Ostrava 3 Choice-compulsory study plan
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2018/2019 (B6208) Economics and Management (6208R037) Management P Czech Ostrava 3 Choice-compulsory study plan
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2018/2019 (N6202) Economic Policy and Administration (6202T055) Public Economics and Administration P Czech Ostrava 1 Choice-compulsory study plan
2018/2019 (B6208) Economics and Management (6208R020) Business Economics (03) Ekonomika a právo v podnikání P Czech Ostrava 3 Choice-compulsory study plan
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
2017/2018 (B6208) Economics and Management (6208R037) Management (03) Sports Management P Czech Ostrava 2 Choice-compulsory study plan
2017/2018 (B6209) Systems Engineering and Informatics (6209R017) Informatics in Economics P Czech Ostrava 3 Choice-compulsory study plan
2017/2018 (B6208) Economics and Management (6208R020) Business Economics P Czech Ostrava 3 Choice-compulsory study plan
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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2016/2017 (N6202) Economic Policy and Administration (6202T010) Finance P Czech Ostrava 1 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 (B6208) Economics and Management (6208R037) Management (03) Sports Management P Czech Ostrava 2 Choice-compulsory study plan
2014/2015 (N6202) Economic Policy and Administration (6202T010) Finance P Czech Ostrava 1 Choice-compulsory study plan
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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2009/2010 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 2 Compulsory study plan
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2008/2009 (N6202) Economic Policy and Administration (6202T010) Finance (00) Finance P Czech Ostrava 1 Choice-compulsory study plan
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2006/2007 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan
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2005/2006 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan

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