OPF:PEMBEMAS Marketing of Services - Course Information

PEMBEMAS Marketing of Services

Extent and Intensity

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

Teacher(s)

Ing. Kateřina Matušínská, Ph.D. (lecturer)

Guaranteed by

Ing. Kateřina Matušínská, Ph.D.
Department of Business Economics and Management – School of Business Administration in Karvina
Contact Person: Ing. Kateřina Matušínská, Ph.D.

Prerequisites

MARBAMAR Marketing || MARBEMAR Marketing || MARBKMAR Marketing || MARBPMAR Marketing || PEMBAMAG Marketing || PEMBAMAR Marketing || PEMBEMAR Marketing || PEMBKMAG Marketing || PEMBKMAR Marketing || PEMBKMKT Marketing || PEMBPMAG Marketing || PEMBPMAR Marketing || PEMBPMKT 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)
• Business Economics in Trade and Services (programme OPF, B_EKOMAN, specialization Economy of Tourism)

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
• 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

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