MAR115 Marketing in Central Europe

School of Business Administration in Karvina
Summer 2009
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)

  • 1. Definition of services, their characteristics and clasifiction,
    2. Specifics of services marketing
    3. Relatinship marketing
    4. Market analyses and market research in service sector
    5. Service product, its concept and new services development
    6. Pricing in service sector, specifics, quality measurement
    7. Service distribution
    8. Service communication
    9. People and services
    10. Processes and service provision
    11. Physical evidence, localization methods
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, Summer 2008, Winter 2008.
  • Enrolment Statistics (recent)
  • Permalink: https://is.slu.cz/course/opf/summer2009/MAR115