OPF:PEMBAMAS Marketing of Services - Course Information
PEMBAMAS Marketing of Services
School of Business Administration in KarvinaSummer 2019
- Extent and Intensity
- 2/1/0. 5 credit(s). Type of Completion: z (credit).
- Teacher(s)
- doc. Ing. Martin Klepek, Ph.D. (lecturer)
doc. Ing. Martin Klepek, Ph.D. (seminar tutor) - Guaranteed by
- Department of Business Economics and Management – School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D. - Prerequisites
- 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 and Management (programme OPF, B_EKOMAN, specialization Marketing and Trade)
- 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
- 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 (Summer 2019, recent)
- Permalink: https://is.slu.cz/course/opf/summer2019/PEMBAMAS