OPF:PEMBPSLU Marketing of Services - Course Information

PEMBPSLU Marketing of Services

Extent and Intensity

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

Teacher(s)

Ing. Kateřina Matušínská, Ph.D. (lecturer)
Ing. Veronika Kopřivová, Ph.D. (seminar tutor)

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

Course Enrolment Limitations

The course is offered to students of any study field.

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. Marketing Communication of services
  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
• VAŠTÍKOVÁ, M. Marketing služeb efektivně a moderně. Praha: Grada Publishing, 2014. ISBN 978-80-247-5037-8. info
• HAZDRA, A. a kol. Skvělé služby. Jak dělat služby, které vaše zákazníky nadchnou. Praha: Grada Publishing, 2013. ISBN 978-80-247-4711-8. info

recommended literature
• TAHAL, R. Marketingový výzkum: postupy, metody, trendy. Praha: Grada Publishing, 2017. ISBN 978-80-271-0206-8. info
• HOFFMAN, K. D. and J. E. G BATESON. Services Marketing: Concpets, Strategies & Cases. 5th ed. Boston:, 2017. ISBN 978-1-285-42978-6. info
• MATUŠÍNSKÁ, K. a M. STOKLASA. Marketingová komunikace. Karviná: SU OPF, 2014. ISBN 978-80-7510-000-9. info
• KOTLER, P. and K. L. KELLER. Marketing Management. 14. vyd. Praha: Grada Publishing, 2013. ISBN 978-80-2474150-5. info
• KARLÍČEK, M. a kol. Základy marketingu. Praha: Grada Publishing, 2013. ISBN 978-80-247-4208-3. info
• VYSEKALOVÁ, J. a KOL. Chování zákazníka. Jak odkrýt tajemství "černé skříňky". Praha: Grada Publishing, 2011. ISBN 978-80-247-3528-3. info
• PŘIKRYLOVÁ, J. a H. JAHODOVÁ. Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8. info
• PALMER, A. Principles of Services Marketing. 7th ed. Berkshire: McGraw-Hill Education, 2010. ISBN 978-0-0771-5234-5. info

Teaching methods

Skills demonstration
Seminar classes

Assessment methods

Credit

Language of instruction

Czech

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)
  
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