PEMBAMAS Marketing of Services

School of Business Administration in Karvina
Winter 2017
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
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
    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
https://elearning.opf.slu.cz/course/view.php?id=773
attendance in seminars 70 %, seminar paper (marketing research related to the companies providing services), presentation, course credit test
ActivityDifficulty [h]
Ostatní studijní zátěž76
Přednáška26
Seminář13
Zápočet30
Summary145
The course is also listed under the following terms Summer 2015, Winter 2015, Summer 2016, Winter 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022.
  • Enrolment Statistics (Winter 2017, recent)
  • Permalink: https://is.slu.cz/course/opf/winter2017/PEMBAMAS