OPF:MARBAMAS Marketing of Services - Course Information

MARBAMAS Marketing of Services

Extent and Intensity

2/1/0. 5 credit(s). Type of Completion: z (credit).

Teacher(s)

Mgr. Pavla Sýkorová (lecturer)
Mgr. Pavla Sýkorová (seminar tutor)
Ing. Miroslava Vaštíková (seminar tutor)

Guaranteed by

Ing. Miroslava Vaštíková
Department of Business Economics and Management – School of Business Administration in Karvina

Prerequisites

MARBAMAR Marketing || PEMBAMAR Marketing
Successfull completion of course is conditioned by successfully passing of the basic course Marketing.

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

• Business Economics in Trade and Services (programme OPF, B_EKOMAN)

Course objectives

To acquaint students with the application of marketing in services. The course includes clarification of the specific services properties definition that are the reason for the extension of the marketing mix in services. It enables to understand the importance and methods of marketing research in services, the creation of a strategic plan and use of the marketing mix elements.

Syllabus

• 1. Definition of services
  2. Marketing access to services
  3. Strategic marketing planning
  4. Marketing research in services
  5. Product in services
  6. Prices of services
  7. Distribution of services
  8. Communication mix
  9. People in services
  10. Physical environment
  11. Processes in services
  12. Quality management in services
  13. Specifics of non-profit organisations services

Literature

required literature
• URBÁNEK, J. Marketing of Services. Karviná: SU OPF., 2013. info
• McDONALD, M. a A. PAYNE. Marketing Planning for Services. 2011. ISBN 9781136016028. info

recommended literature
• McDONALD, M., P. FROW a A. PAYNE. Marketing Plans for Services : A Complete Guide. 2011. ISBN 9781119951865. info
• WIRTZ, CH. J. Services Marketing: people, technology, strategy. Prentice Hall, Pearson Education, 2007. ISBN 0-13-187552-3. info
• JANEČKOVÁ, L. Marketing of Services. SU OPF Karviná, 2003. ISBN 80-7248-189-4. info

Teaching methods

Skills demonstration
Seminar classes

Assessment methods

Credit

Language of instruction

English

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.

Teacher's information

attendance in seminars 70 %, seminar paper (marketing research related to the companies providing services), presentation, course credit test

Activity	Difficulty [h]
Ostatní studijní zátěž	76
Přednáška	26
Seminář	13
Zápočet	30
Summary	145

• Enrolment Statistics (recent)
  
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