PEMBKSLU Marketing of Services

School of Business Administration in Karvina
Summer 2026
Extent and Intensity
16/0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Kateřina Matušínská, Ph.D. (lecturer)
Guaranteed by
Ing. Kateřina Matušínská, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.
Timetable
Fri 20. 2. 8:05–9:40 A111, Fri 20. 3. 8:05–9:40 A111, Fri 17. 4. 8:05–9:40 A111
Prerequisites (in Czech)
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(K) && ((PEMBAMAG Marketing || PEMBPMAG Marketing || PEMBKMAG Marketing || PEMBAMAR Marketing || PEMBPMAR Marketing || PEMBKMAR Marketing || PEMBPMKT Marketing || PEMBKMKT Marketing) || PROGRAM(B_BPP))
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 65 student(s).
Current registration and enrolment status: enrolled: 50/65, only registered: 6/65
fields of study / plans the course is directly associated with
Course objectives

The aim of the course is to familiarize students with the specifics of services marketing and to develop their ability to apply marketing tools and approaches in the service environment. The course focuses on understanding the extended 7P marketing mix, segmentation, targeting and positioning, the development of pricing, distribution and communication strategies, service quality and customer experience management, marketing research, and relationship marketing. Emphasis is also placed on current trends, particularly digitalization, personalization, sustainability, ethical marketing, and CSR, as well as on students’ ability to analyze their impact on customer behaviour and service offerings.

Learning outcomes

The student is able to define the basic concepts of services and their characteristics, understands the classification of services, and has knowledge of the extended 7P services marketing mix. The student is able to identify current trends such as personalization, digitalization, and sustainability; analyze market segments, apply targeting strategies, and identify a brand’s position in the market. The student has skills in product mix management, the service life cycle, and the innovation process; understands pricing and distribution strategies, including franchising; and has skills in both offline and online marketing communication. The student is also able to develop green marketing communication strategies with regard to sustainability, measure service quality using methods such as SERVQUAL, and analyze service processes and the physical environment. The student understands the importance of the human factor in services, including the role of non-verbal communication in customer contact; masters marketing research methods with an emphasis on mystery shopping and the planning of marketing research in services; understands relationship marketing, customer loyalty, and customer experience; develops skills in sustainability, ethical marketing, and CSR; and is able to identify trends in consumer behaviour and assess their impact on service offerings.

Syllabus

1. Characteristics of the Services Market


Definition and development of services, marketing approach to services. Basic marketing concepts. Characteristics of services. Classification of services. The concept of the marketing mix in services – a brief description of its elements. Current trends in services. The impact of automation and robotization.


2. STP Process and Customer Behaviour in the Services Market


Segmentation – characteristics of a segment, segmentation criteria. Targeting – targeting strategies. Positioning – repositioning, incorrect positioning strategies, perceptual maps. Customers in the B2C market. Baby Boomers, Generations X, Y, Z and Alpha. Customers in the B2B market and their specific characteristics. The customer decision-making process when purchasing a service.


3. Basic Marketing Mix in Services


The 4Ps concept versus the 4Cs concept. Product – total product concept, emotional added value, product mix, cross-selling versus up-selling, product life cycle, innovation, new service. Price – pricing tactics, types of prices, pricing strategy. Place – distribution channels, distribution strategies, franchising. Marketing communication – elements of the marketing communication mix from an offline versus online perspective, current trends in marketing communication.


4. Extended Marketing Mix in Services


Processes – types of processes, consumer demand management, importance and measurement of service quality. Physical evidence – internal and external environment, use of sensory marketing, merchandising, POP/POS materials, strategies for creating the desired atmosphere. People – front-office versus back-office employees, employee categorization, skills and characteristics of contact employees, body language, sales psychology, multilevel marketing.


5. Specific Aspects of Marketing Research in Services


Basic concepts and methods. Trends in marketing research applicable to the services sector. Selected qualitative research methods. Mystery shopping in services.


6. CRM Approaches in Services


CRM systems. Transactional marketing versus relationship marketing. Churn management. Retention campaigns. Types of customer loyalty.


7. Green Skills and Sustainability in Services Marketing


Green marketing, sustainability, ecological footprint, circular economy, green consumption, CSR, service eco-design, responsible consumer, sustainability certification.

Literature
    required literature
  • ZAPLETALOVÁ, Š., BRACINÍKOVÁ, V. a MATUŠÍNSKÁ, K., 2019. Marketing služeb. Karviná: SU OPF.
  • VAŠTÍKOVÁ, M. Marketing služeb efektivně a moderně. Praha: Grada Publishing, 2014. ISBN 978-80-247-5037-8. info
    recommended literature
  • HAZDRA, A. a kol. Skvělé služby. Jak dělat služby, které vaše zákazníky nadchnou. Praha: Grada Publishing, 2013. ISBN 978-80-247-4711-8. info
  • KARLÍČEK, M. a kol. Základy marketingu. Praha: Grada Publishing, 2013. ISBN 978-80-247-4208-3. info
  • KOTLER, P., KELLER, L., K. Marketing management. Praha, 2014. ISBN 978-80-247-4150-5. info
  • PŘIKRYLOVÁ, J. a kol., 2019. Moderní marketingová komunikace. 2. vyd. Praha: Grada Publishing. ISBN 978-80-271-0787-2.
  • TAHAL, R. Marketingový výzkum. Praha: Grada Publishing, 2017. info
  • VYSEKALOVÁ, J. a KOL. Chování zákazníka. Jak odkrýt tajemství "černé skříňky". Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3. info
Teaching methods

Lecture


Assessment methods
seminar work/ongoing tests (40 % of evaluation), exam test (60 % of evaluation), min. required number of points to pass the course (60 % of the total number of points)
Language of instruction
Czech
Further Comments
The course can also be completed outside the examination period.
The course is also listed under the following terms Summer 2022, Summer 2023, summer 2024, Summer 2025.
  • Enrolment Statistics (recent)
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