116-0503/01 – Services Marketing (SM)
| Gurantor department | Department of Marketing and Business | Credits | 5 |
| Subject guarantor | Ing. Pavlína Kozáková, Ph.D. | Subject version guarantor | Ing. Pavlína Kozáková, Ph.D. |
| Study level | undergraduate or graduate | Requirement | Compulsory |
| Year | 2 | Semester | winter |
| | Study language | English |
| Year of introduction | 2009/2010 | Year of cancellation | 2020/2021 |
| Intended for the faculties | EKF | Intended for study types | Master, Follow-up Master |
Subject aims expressed by acquired skills and competences
1.To characterize the services market, its specifics.
2.To identificate the differences between targible goods sale and services sale.
3.To compile full services offer of company including the package of services.
4.To make a decision on the using of expanded marketing mix tools in services company.
5.To modify the marketing management process in the services industry.
Teaching methods
Lectures
Tutorials
Project work
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:
Recommended literature:
Way of continuous check of knowledge in the course of semester
E-learning
Other requirements
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Prerequisities
Subject has no prerequisities.
Co-requisities
Subject has no co-requisities.
Subject syllabus:
1. Services industries
The nature of services
Classification of services
2. Consumer behavior in services
Characteristics of services
Differences between goods and services
Search, experince and credence properties
Consumer choise, concumer experience
3. Services marketing
The Role of marketing
The evolution of services marketing
The essence of services marketing
4. The services marketing mix
Developing a marketing mix strategy
The marekting mix elements
Internal, external and interactive marketing
5. The service product
Four levels of a services products
The product life-cycle
Packaging the services product
6. Pricing the services
Characteristics of services and their influence upon services prices
Classification of services for pricing purposes
Price Tactics
7. People in services
Services personnel, differing roles of people
Managing the perceived service quality
Internal marekting
Customers
8. Processes and physical evidence
Processes as structural elements
Role of sevices evidence
Peripheral evidence, essential evidence
Atmosphere
9. Place: service location and channels
Methods of distributing services
Location
10. Promotion of services
Promotional objectives
Differences in promotion services
The promotionals mix elements
Conditions for subject completion
Occurrence in study plans
Occurrence in special blocks
Assessment of instruction
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