ULGATL0036 Services marketing

Faculty of Philosophy and Science in Opava
Summer 2014
Extent and Intensity
2/1/0. 2 credit(s). Type of Completion: zk (examination).
Teacher(s)
doc. RNDr. Jiří Vaníček, CSc. (lecturer)
Ing. Dagmar Zorková, Ph.D. (lecturer)
Ing. Dagmar Zorková, Ph.D. (seminar tutor)
Guaranteed by
doc. RNDr. Jiří Vaníček, CSc.
Centrum interdisciplinárních studií – Faculty of Philosophy and Science in Opava
Course Enrolment Limitations
The course is also offered to the students of the fields other than those the course is directly associated with.
fields of study / plans the course is directly associated with
Course objectives
The aim of the course is to inform the students of the basics of the theory of marketing, especially with nature, concept and principles of marketing, with the development of business concepts, with marketing management, marketing strategies, marketing environment, marketing tools, marketing information system, targeted marketing and specifics of international marketing. Certain attention will be paid to the application of general marketing theory in the field of services as services marketing is the starting point for marketing in spa tourism.
Syllabus
  • 1. Importance, concept and principles of marketing. Development of business concepts
    2. Marketing system of management
    3. Specifics of services marketing
    4. The analysis of marketing environment
    5. Management of marketing information - marketing information system, market research
    6. Buying behaviour of consumers and organisations, types of buying decision processes on the consumer market
    7. Complaint - complaints proceedings, dealing with customers
    8. Identification of market segments, choice of target markets
    9. Product and its life cycle
    10. Price and pricing policy
    11. Marketing communication and sales encouraging
    12. Product distribution, distribution policy
    13. International services marketing
Literature
    recommended literature
  • VYSEKALOVÁ, J. Chování zákazníka. Praha: Grada, 2011. info
  • JAKUBÍKOVÁ, D. Marketing v cestovním ruchu. Praha: Grada Publishing, 2009. ISBN 978-80-247-3247-3. info
  • VAŠTÍKOVÁ, M. Marketing služeb - efektivně a moderně. Praha: Grada Publishing, 2008. ISBN 978-80-247-2721-9. info
  • KOTLER, P. a kol. Moderní marketing. 4. evropské vydání. Grada Publishing, a.s., 2007. ISBN 978-80-247-1545-2. info
  • CARON, N. Prodej problémovým zákazníkům. Praha: Grada, 2007. info
  • HESKOVÁ, M. a kol. Cestovní ruch. Praha: Fortuna, 2006. ISBN 80-7168-948-3. info
  • HORNER, S., SWARBROOKE, J. Cestovní ruchu, ubytování a stravování, využití volného času. Praha: Grada Publishing, 2003. ISBN 80-247-0202-9. info
  • FORET, M., PROCHÁZKA, P., URBÁNEK, T. Marketing - základy a principy. Brno: Computer Press, 2003. ISBN 80-7226-888-0. info
  • KIRÁĹOVÁ, A. Marketing destinace cestovního ruchu. Praha: EKOPRESS, 2003. ISBN 80-86119-56-4. info
  • SEIFERTOVÁ, V. Marketing v lázeňském cestovním ruchu. Praha: VŠ CRHL, 2003. ISBN 80-86592-00-6. info
  • KITA, J. a kol. Marketing. Bratislava: Ekonómia, 2002. ISBN 80-89047-23-8. info
  • JANEČKOVÁ, L., VAŠTÍKOVÁ, M. Marketing služeb. Praha: Grada Publishing, 2001. ISBN 80-7169-995-0. info
  • HORÁKOVÁ, I. Marketing v současné světové praxi. Praha: Grada, 1992. ISBN 80-85424-83-5. info
  • BURKOWITZ, E., KERIN, R., RUDELINS, W. Marketing. Boston: IRWIN, 1989. ISBN 0-256-07513-1. info
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Teacher's information
* written essay and its defence - topic assigned by the lecturer
* written test - success rate 60 %
* exam (combined)
The course is also listed under the following terms Summer 2009, Summer 2010, Summer 2011, Summer 2012, Summer 2013, Summer 2015, Summer 2016, Summer 2017.
  • Enrolment Statistics (Summer 2014, recent)
  • Permalink: https://is.slu.cz/course/fpf/summer2014/ULGATL0036