PEMBASEM Services Marketing

School of Business Administration in Karvina
Winter 2023
Extent and Intensity
1/2/0. 6 credit(s). Type of Completion: zk (examination).
Ing. Kateřina Matušínská, Ph.D. (lecturer)
Guaranteed by
doc. Ing. Martin Klepek, Ph.D.
Department of Business Economics and Management - School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.
Fri 10:35–11:20 A406
  • Timetable of Seminar Groups:
PEMBASEM/01: Fri 11:25–13:00 A406, K. Matušínská
Course Enrolment Limitations
The course is only offered to the students of the study fields 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 introduce the student to the application of marketing practices and approaches in the field of services, which are dynamically developing in every developed economy.
  • 1. Nature of service and service consumption
    The aim is to explore the distinctive features of services such as heterogeneity, intangibility, inseparability and perishability. Recognition of these special characteristics will provide insights for enlightened and innovative management. One reason for the poor quality of service levels across different service industries is that managers often tend to solve service marketing problems with tools and techniques that are essentially meant for tangible products.
    2. Marketing mix for services
    Marketing mix is the set of important internal elements that make up an organisation’s marketing programme in national and international context. The aim is to explain traditional marketing mix comprising of product, price, place and promotion as applied to service organizations. Furthermore, discuss the extended marketing mix which incorporates traditional marketing mix as well as three more 3 Ps namely people, process and physical evidence.
    3. Consumer behaviour and customer interface management
    The aim of this topic is to describe how consumers think about services and how they perceive service providers. The core concepts are loyalty, attitude, perception, motivation, lifestyle, personality, usage, promotional responses and benefit perception. Purchase decision will be deconstructed on attitudinal and also unanticipated situational factors level to understand consumer behaviour.
    4. Quality management in service
    The service quality of a firm is tested at each service encounter. Service quality is the delivery of excellent or superior service relative to customer expectations. It is essential that quality is measured from the customer’s perspective, not from what managers within a company think their customers’ views are. The SERVQUAL model is introduced which uses analysis of 5 gaps in service offering. Market-creating innovation strategies for services are discussed as well.
    5. New service design
    The aim is to explain how new service can be designed through process with possible critical issues in international context. New service design process is presented consisting of: idea generation, idea screening, concept development, concept testing, business analysis, development, testing and finally commercialization. There are also few critical issues in developing new service: branding, patent, warranty, after-sale service.
    required literature
  • PALMER, A., 2011. Principles of Services Marketing. London. The McGraw-Hill, 2011. ISBN 978-0-07-712951-4. info
  • GRÖNROOS, CH. Service management and marketing: customer management in service competition. Chichester: John Wiley & Sons, 2007. ISBN 978-0-470-02862-9. info
  • WIRTZ, CH. J. Services Marketing: people, technology, strategy. Prentice Hall, Pearson Education, 2007. ISBN 0-13-187552-3. info
    recommended literature
  • HOFFMAN, K. D. and J. E. G. BATESON. Services Marketing: Concepts, Strategies and Cases, 5th ed. Boston: Cengage Learning, 2011. ISBN 978-1285-42978-6. info
Assessment methods
Compulsory attendance at seminars 50 %, team (individual)semester project and its defence (40% evaluation), final combined examination (60% evaluation)
Language of instruction
Further Comments
Study Materials
The course is also listed under the following terms Winter 2021, Winter 2022, Summer 2023.
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