OPF:MARBEMAS Marketing of Services - Course Information
MARBEMAS Marketing of Services
School of Business Administration in KarvinaSummer 2014
- Extent and Intensity
- 0/0. 5 credit(s). Type of Completion: z (credit).
- Teacher(s)
- Mgr. Pavla Sýkorová (lecturer)
- Guaranteed by
- Ing. Miroslava Vaštíková
Department of Business Economics and Management – School of Business Administration in Karvina - Prerequisites
- MARBAMAR Marketing || MARBEMAR Marketing || MARBKMAR Marketing || MARBPMAR Marketing || PEMBAMAR Marketing || PEMBEMAR Marketing || PEMBKMAR Marketing || PEMBPMAR 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
- 1. Definition of 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
- VAŠTÍKOVÁ, M. Marketing služeb - efektivně a moderně. Praha: Grada Publishing, 2008. ISBN 978-80-247-2721-9. info
- VAŠTÍKOVÁ, M. Marketing služeb. Distanční studijní opora. Karviná: SU OPF, 2006. ISBN 80-7248-386-2. info
- JANEČKOVÁ, L., VAŠTÍKOVÁ, M. Marketing služeb. Praha: Grada Publishing, 2001. ISBN 80-7169-995-0. info
- recommended literature
- VYSEKALOVÁ, J. a KOL. Chování zákazníka. Jak odkrýt tajemství "černé skříňky". Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3. info
- KOTLER, P., KELLER, K. L. Marketing management (vybrané kapitoly). Boston: Pearson Education, 2011. ISBN 978-131-469-81. info
- McDONALD, M., P. FROW a A. PAYNE. Marketing Plans for Services : A Complete Guide. 2011. ISBN 9781119951865. info
- SVĚTLÍK, J. Marketingové řízení školy. Praha: Wolters Kluwer, 2009. ISBN 978-80-7357-494-9. info
- KOTLER, P. Moderní marketing (vybrané kapitoly). Praha: Grada Publishing, 2007. ISBN 978-80-247-1545-2. 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
- One-to-One tutorial
Skills demonstration
Students' self-study - Assessment methods
- Credit
- Language of instruction
- Czech
- Further comments (probably available only in Czech)
- The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 12 HOD/SEM. - Teacher's information
- seminar paper (marketing research related to the companies providing services), presentation, course credit test
Activity Difficulty [h] Konzultace 6 Ostatní studijní zátěž 103 Přednáška 6 Zápočet 30 Summary 145
- Enrolment Statistics (recent)
- Permalink: https://is.slu.cz/course/opf/summer2014/MARBEMAS