MARKETING OF SERVICES


Requirements and Conditions


  * Semestral project. It is necessary to create teams and set the objects of this project within
the first two blocks. Uploading to IS. Max of 35 points possible to receive for this activity.
  * Final test. Max of 35 points possible to receive for this activity.


Instructions of Semestral Project


  * Create the teams (2 students) or you can work individually.
  * Choose two companies that can be understood as direct competitors. Each team will work with
different companies.
  * Choose 4 of 7 tools of the marketing mix of services. In MS Word describe and compare these
tools between the chosen companies according to data and also your own opinion. Try to find
interesting information etc.
  * Content of the semestral project:

  * Introduction – general information about the companies.
  * Description and comparison 4 of 7 tools of marketing mix of these two companies.
  * Conclusion – final evaluation of the companies and their settings.

  Finally, upload your semestral project to IS.


Evaluation of the Activities


               ACTIVITIES

                                                                              POINTS

               Semestral Project

                                                                                35

               Final Test

                                                                                35

               TOTAL

                                                                                70

               + 5 extra points from activities during lessons



·        A minimum of 42 points is needed to pass the subject.



Literature


·        URBÁNEK, J., 2014. Marketing of Services in Theory and Practice. Karvina: SBA. ISBN
978-80-7248-982-4.

·        GRÖNROOS, C., 2015. Service management and marketing: managing the service profit logic.
4^th ed. West Sussex: John Wiley & Sons Ltd. ISBN 978-1-118-92144-9.

·        HOFFMAN, K. D. and J. E. G. BATESON, 2010. Services Marketing: Concepts, Strategies, and
Cases. 4^th ed. Mason: Cengage Learning. ISBN 9781439039397.

·        LOVELOCK, C. and J. WIRTZ, 2014. Services Marketing: People, Technology, Strategy. 7^th
ed. Upper Saddle River: Pearson Education. ISBN 978-0-13-610721-7.