116-0303/04 – 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 graduateRequirementCompulsory
Year3Semesterwinter
Study languageCzech
Year of introduction2010/2011Year of cancellation2021/2022
Intended for the facultiesEKFIntended for study typesBachelor, Follow-up Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
HLU40 Ing. Miluše Hluchníková, CSc.
PAW031 Ing. Pavlína Kozáková, Ph.D.
SPA50 doc. Ing. Vojtěch Spáčil, CSc.
VEL21 doc. Ing. Šárka Velčovská, Ph.D.
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:

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: 2010/2011 Winter semester, validity until: 2021/2022 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
        Exercises evaluation Credit 40  20 3
        Examination Examination 60  31 3
Mandatory attendence participation: Participation in seminars is 70 %.

Show history

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

Show history

Occurrence in study plans

Academic yearProgrammeBranch/spec.Spec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2021/2022 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2020/2021 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2019/2020 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2018/2019 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2017/2018 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2016/2017 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2015/2016 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2014/2015 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R062) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2013/2014 (B6208) Economics and Management (6208R011) Economics and Law in Business P Czech Ostrava 3 Compulsory study plan
2013/2014 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 2 Compulsory study plan
2012/2013 (B6208) Economics and Management (6208R011) Economics and Law in Business P Czech Ostrava 3 Compulsory study plan
2012/2013 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2012/2013 (B6208) Economics and Management (6208R037) Management (00) Management P Czech Ostrava 3 Choice-compulsory study plan
2012/2013 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 2 Compulsory study plan
2012/2013 (N6202) Economic Policy and Administration (6202T040) Regional Development (00) Regional Development P Czech Ostrava 2 Choice-compulsory study plan
2012/2013 (B6209) Systems Engineering and Informatics (6209R001) Applied Informatics (00) Applied Informatics P Czech Ostrava 3 Choice-compulsory study plan
2012/2013 (N6202) Economic Policy and Administration (6202T010) Finance (00) Finance P Czech Ostrava 1 Choice-compulsory study plan
2011/2012 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2011/2012 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2011/2012 (B6208) Economics and Management (6208R037) Management (00) Management P Czech Ostrava 3 Choice-compulsory study plan
2011/2012 (B6208) Economics and Management (6208R011) Economics and Law in Business P Czech Ostrava 3 Compulsory study plan
2011/2012 (B6209) Systems Engineering and Informatics (6209R001) Applied Informatics (00) Applied Informatics P Czech Ostrava 3 Choice-compulsory study plan
2011/2012 (N6202) Economic Policy and Administration (6202T040) Regional Development (00) Regional Development P Czech Ostrava 2 Choice-compulsory study plan
2011/2012 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 2 Compulsory study plan
2011/2012 (B6209) Systems Engineering and Informatics (6209R001) Applied Informatics (01) Applied Infomatics P Czech Valašské Meziříčí 3 Choice-compulsory study plan
2011/2012 (N6202) Economic Policy and Administration (6202T010) Finance (00) Finance P Czech Ostrava 1 Choice-compulsory study plan
2010/2011 (B6208) Economics and Management (6208R011) Economics and Law in Business P Czech Ostrava 3 Compulsory study plan
2010/2011 (N6208) Economics and Management (6208T011) Economics and Law in Business P Czech Ostrava 1 Choice-compulsory study plan
2010/2011 (B6208) Economics and Management (6208R062) Marketing and Business (01) Marketing and Business P Czech Ostrava 3 Compulsory study plan
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (01) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2010/2011 (B6208) Economics and Management (6208R037) Management (00) Management P Czech Ostrava 3 Choice-compulsory study plan
2010/2011 (N6208) Economics and Management (6208T101) Sports Management P Czech Ostrava 2 Compulsory study plan
2010/2011 (N6202) Economic Policy and Administration (6202T010) Finance (00) Finance P Czech Ostrava 1 Choice-compulsory study plan
2010/2011 (N6202) Economic Policy and Administration (6202T040) Regional Development (00) Regional Development P Czech Ostrava 2 Choice-compulsory study plan

Occurrence in special blocks

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Assessment of instruction



2020/2021 Winter
2019/2020 Winter
2018/2019 Winter
2017/2018 Winter
2016/2017 Winter
2015/2016 Winter
2013/2014 Winter
2012/2013 Winter
2011/2012 Winter