MAR901 Marketing of Services

School of Business Administration in Karvina
Summer 2008
Extent and Intensity
2/0/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Marta Wilczková (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)
his course is focused primarily on some specifics of CE marketing, presented mostly in form of case studies during the seminars. The main focus will be on marketing of services as the major factor of developing economies, The objective of this course will be to learn the specifics of service marketing and of its use in praxes.
Syllabus (in Czech)
  • Structure of the course:
    1. Character and Nature of Services
    2. Marketing concept in service sector. Essentials adjusting of marketing strategy mix and research.
    3. Information systems and marketing research
    4. Strategic marketing planning
    5. Service product
    6. Pricing
    7. Channels of distribution
    8. People and services
    9. Promotion and services
    10. Physical Evidence and Services
    11. Processes

    Topics covered:
    1. Character and Nature of Services
    ? development of service sector, its range,
    ? definitions of service, classification of services
    ? features and characteristics of services and impact on service marketing.
    2. Marketing concept in service sector. Essentials adjusting of marketing strategy mix and research.
    - characterize the use of marketing concept when managing the service
    organizations, explain the differences between marketing of goods and marketing of services
    3. Information systems and marketing research
    - Definition of information system, managing customer information, marketing research and its specifics in service organizations.
    4. Strategic marketing planning
    Process of marketing planning, segmentation, marketing audit, evaluation of SWOT analyses,
    corporate goals and objectives, trend analyses, Selection of relevant method of forecasting,
    selection and development of marketing strategy.
    5. Service product
    Definition of product, core and additional product, tangible and intangible elements of product, functional and technical quality, evaluation of quality (Servqual method), matrix of width and depth of services, life cycle, service product development.
    6. Pricing
    Factors influencing prices of services, intangibility and government interventions. Classification of services for price purposes. Essentials of price strategy, essentials of price strategy, methods of pricing, selection of relevant tactics.
    7. Channels of distribution
    Flexibility of production, flexibility of consumption, location models, Role of intermediaries in service distribution, selection of intermediaries. Essentials management of physical distribution of tangible service components. Effects of technologic revolution on service distribution
    8. People and services
    Three groups of service employees and their role in service provision. Signification of employees for service offers. Flexible firm, key and peripheral components of labor. Management of human resources, concept and goals of internal marketing.
    9. Promotion and services
    Promotional objectives, tools of promotion, differences in promoting services, Guidelines for improving the promotion of services.
    10. Physical Evidence and Services
    Managing the evidence, core and peripheral evidence, design of service development. Influence upon image formation.
    11. Processes
    Importance of processes on service provision, types of processes, avoiding the bottlenecks, invisible line of processes, impact of new technologies.

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
    recommended literature
  • SEIDL-HOHENVERLDERN. Mezinárodní právo veřejné. Praha: Codex, 1999. ISBN 80-85963-82-5. info
  • HORNER S., SWARBROOKE J. Marketing Tourism, Hospitality And Leisure In Europe. London: International Thompson Business Press, 1996. info
  • PEEL M. Customer Service - How To Achieve Total Customer Satisfaction. London: Kogan Page Limited, 1987. 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 1990, Summer 1991, Winter 1991, Summer 1992, Winter 1992, Summer 1993, Winter 1993, Summer 1994, Winter 1994, Summer 1995, Winter 1995, Summer 1996, Winter 1996, Summer 1997, Winter 1997, Summer 1998, Winter 1998, Summer 1999, Winter 1999, Summer 2000, Winter 2000, Summer 2001, Winter 2001, Summer 2002, Winter 2002, Summer 2003, Winter 2003, Summer 2004, Winter 2004, Summer 2005, Winter 2005, Summer 2006, Winter 2006, Summer 2007, Winter 2007, Winter 2008, Summer 2009.
  • Enrolment Statistics (Summer 2008, recent)
  • Permalink: https://is.slu.cz/course/opf/summer2008/MAR901