MAR115 Marketing in Central Europe

School of Business Administration in Karvina
Summer 2008
Extent and Intensity
2/0/0. 4 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Kateřina Matušínská, Ph.D. (lecturer)
Guaranteed by
prof. Ing. František Němec, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
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 (in Czech)
The course objective is to develop a framework of general marketing and particularly of service marketing. The traditional marketing mix which applies to manufactured goods does not work for services. It defines the service product and assesses the impact service characteristics of service marketing. The course explains the interface between human resource management and marketing, service encounters, managing fluctuation of demand and pricing. Attention is paid to communication of product characteristics to customers. The importance of relationship marketing and information management is also stressed.
Syllabus (in Czech)
  • Structure of the course:
    1. General marketing concept
    2. Defining marketing in service context
    3. The service product
    4. The pricing of services
    5. Promoting
    6. People and processes
    7. Distribution and physical evidence of service product.
    8. Case studies: Marketing in CEE
    Topics covered:
    1. General marketing concept
    Marketing definition, marketing information systems, marketing research, market segmentation, positioning. Attitudes to marketing in CE.
    2. Defining marketing in service context
    Distinguishing features of services. Analysis of service offer. Classification of services. Service marketing mix. Distinctive characteristics of public sector marketing. Development of services in CPE. Relationship marketing.
    3. The service product
    Components of service product. Tangible and intangible elements. Service quality and it measuring. Service product development. Some practical examples.
    4. The pricing of services
    Factors influencing pricing decision. Costs, demand and competitor based pricing. Pricing strategies. Price and value perception and its measuring. Practical examples.
    5. Promoting
    Promoting in general in CE countries, comparison, specific characteristics of service promotion. Case studies.
    6. People and processes
    Classification of service employees according to their proximity to customers. Motivation and participation. Internal marketing. Processes and their visibility. Bottle necks.
    7. Distribution and physical evidence of service product.
    Service - location decisions. Role and selection of intermediaries. Making tangible components of service offer available to customers. Basic and peripheral environment of service.
    8. Case studies: Marketing in CEE
    Customer satisfaction with shopping center in Prague. Comparative advertising in CEE, the case of Poland. Profile analysis of the Romanian exporters. Competitiveness and marketing: Strategies of foreign companies in Eastern Europe - empirical evidence from Finish and Austrian companies. Venture capital in Central and Eastern Europe.

Literature
    required literature
  • JANEČKOVÁ, L. Service Marketing. Doing Business in Central Europe. Karviná: SU OPF, 2002. info
  • PALMER, A. Principles of Services Marketing. McGraw-Hill, Maidenhead, 1998. info
  • Kotler, P. Marketing Management: Analysis Planning, Implementation and Control. Prentice-Hall, Englewood Cliffs, 1997. info
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
The course is also listed under the following terms Winter 2007, Winter 2008, Summer 2009.
  • Enrolment Statistics (Summer 2008, recent)
  • Permalink: https://is.slu.cz/course/opf/summer2008/MAR115