116-0503/01 – Services Marketing (SM)

Gurantor departmentDepartment of Marketing and BusinessCredits5
Subject guarantorIng. Pavlína Kozáková, Ph.D.Subject version guarantorIng. Pavlína Kozáková, Ph.D.
Study levelundergraduate or graduateRequirementCompulsory
Study languageEnglish
Year of introduction2009/2010Year of cancellation
Intended for the facultiesEKFIntended for study typesFollow-up Master, Master
Instruction secured by
LoginNameTuitorTeacher giving lectures
PAW031 Ing. Pavlína Kozáková, Ph.D.
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

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

Project work


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. The Essence of Servicec Marketing. Pretice Hall UK) Ltd, 1993. 253s. ISBN 0-13- 284852-X PALMER, A. Principles of Services Marketing. London: McGraw-Hill Book Company, 1994. 345s. ISBN 0-07-707746-6 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


Other requirements



Subject has no prerequisities.


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

Full-time form (validity from: 2009/2010 Winter 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  25
        Examination Examination 60  26
Mandatory attendence parzicipation:

Show history

Occurrence in study plans

Academic yearProgrammeField of studySpec.ZaměřeníFormStudy language Tut. centreYearWSType of duty
2010/2011 (N6202) Economic Policy and Administration (6202T010) Finance (01) Finance P Czech Ostrava 2 Choice-compulsory study plan
2010/2011 (N6208) Economics and Management (6208T062) Marketing and Business (00) Marketing and Business P Czech Ostrava 2 Compulsory study plan
2009/2010 (N6208) Economics and Management (6208T062) Marketing and Business (00) Marketing and Business P Czech Ostrava 2 Compulsory study plan

Occurrence in special blocks

Block nameAcademic yearForm of studyStudy language YearWSType of blockBlock owner