PEMBKSLU Marketing of Services

School of Business Administration in Karvina
Summer 2022
Extent and Intensity
16/0/0. 5 credit(s). Type of Completion: zk (examination).
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.
Timetable
Fri 4. 3. 13:55–15:30 A211, Fri 25. 3. 13:55–15:30 A211, Fri 22. 4. 13:55–15:30 A211
Prerequisites (in Czech)
FAKULTA(OPF) && TYP_STUDIA(B) && FORMA(K) && ( PEMBAMAG Marketing || PEMBPMAG Marketing || PEMBKMAG Marketing || PEMBAMAR Marketing || PEMBPMAR Marketing || PEMBKMAR Marketing || PEMBPMKT Marketing || PEMBKMKT Marketing )
Course Enrolment Limitations
The course is only offered to the students of the study fields the course is directly associated with.

The capacity limit for the course is 22 student(s).
Current registration and enrolment status: enrolled: 1/22, only registered: 0/22
fields of study / plans the course is directly associated with
Syllabus
  • 1. Characteristics of the services market Definition and development of services, marketing approach to services. Basic marketing concepts. Properties of services. Classification of services. The concept of marketing mix in the field of services - a brief description of the elements. Current trends in services. Influence of automation and robotics. 2. STP process and customer behavior in the service market Segmentation - segment properties, segmentation criteria. Targeting - targeting strategies. Position creation - position change, incorrect positioning strategies, position maps. Customer in the B2C market. Generation of Baby Boomers, X, Y, Z. Customer in the B2B market and its specifics. Purchasing decision-making process when purchasing a service. 3. Basic marketing mix in services Concept 4P versus concept 4C. Product - concept of total product, emotional added value, product mix, Cross-selling versus up-selling, life cycle, innovation, new service. Price - price tactics, types of prices, pricing strategy. Distribution - distribution channels, strategies, franchising. Marketing communication - elements of the marketing communication mix in the concept of off-line versus on-line, current trends in marketing communication. 4. Extending the marketing mix in services Processes - types of processes, consumer demand management, the importance and measurement of service quality. Material environment - internal and external environment, use of sensory marketing, merchandising, POP/POS materials, strategies for creating the desired atmosphere. The human factor - front-office versus back-office employees, employee categorization, abilities and characteristics of contact employees, body language, sales psychology, multilevel marketing. 5. Specifics of marketing research in services Basic concepts and methods. Trends in marketing research applicable in the field of services. Selected methods of qualitative research. Mystery shopping in the field of services.NPS. 6. CRM approaches in the field of services CRM systems. Transactional marketing versus relationship marketing. Churn management. Retention campaigns. Types of customer loyalty.
Literature
    required literature
  • ZAPLETALOVÁ, Š., BRACINÍKOVÁ, V. a MATUŠÍNSKÁ, K., 2019. Marketing služeb. Karviná: SU OPF.
  • 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
  • PŘIKRYLOVÁ, J. a kol., 2019. Moderní marketingová komunikace. 2. vyd. Praha: Grada Publishing. ISBN 978-80-271-0787-2.
  • TAHAL, R. Marketingový výzkum. Praha: Grada Publishing, 2017. 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
  • KOTLER, P., KELLER, L., K. Marketing management. Praha, 2014. ISBN 978-80-247-4150-5. 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
  • PALMER, A., 2011. Principles of Services Marketing. London. The McGraw-Hill, 2011. ISBN 978-0-07-712951-4. info
Assessment methods
compulsory active participation in seminars at least 50 %, seminar work and its presentation (40 % of evaluation), exam test (60 % of evaluation), min. required number of points to pass the course (60 % of the total number of points)
Language of instruction
Czech
Further comments (probably available only in Czech)
Study Materials
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: Přednáška 16 HOD/SEM.
The course is also listed under the following terms Summer 2023, summer 2024.
  • Enrolment Statistics (Summer 2022, recent)
  • Permalink: https://is.slu.cz/course/opf/summer2022/PEMBKSLU