SERVICES MARKETING - PEMBASEM

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Ing. Kateřina Matušínská, Ph.D.
SERVICES MARKETING - PEMBASEM
Ing. Kateřina Matušínská, Ph.D.
SERVICES MARKETING - PEMBASEM
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Předmět
Období
zima 2023

 The best customer service is if the customer doesn’t need to call you, doesn’t need to talk to you. It just works.
                                                                                   Jeff Bezos – CEO of Amazon

LECTURER

Ing. Kateřina Matušínská, Ph.D. - a guarantor, lecture, seminar, exam, final evaluation

ORGANIZATIONAL AFFAIRS

REQUIREMENTS OF THE SUBJECT, FINAL MARKING:

  • min. 50% of attendance is required (participation also in lectures is highly recommended, taught in a comprehensive manner!).
  • Students are to work out 1 individual semester task which is scored by 18 points (deadline is November 12, 2023). These points are part of total evaluation. Students obtain detailed information at first lecture/seminar.
  • Students also work out irregular activities (short case studies, news, marketing games, quizzes, and so on) during lectures or seminars. These activities are evaluated (1 activity = 1 point). These points are extra - bonus (not included in total evaluation).
  • Subject evaluation: Individual task = 40 % (18 points) and final written test  = 60 % (27 points) + extra bonus points from activities. Students need at least 60 % of total points not to fail.
  • FYI: 1) Non-participation in classes and non-fulfillment of set task up to set deadlines cannot be replaced by additional tasks! 2) It is not possible to take the final exam repeatedly in order to improve the grade. This can only be done if the student receives an F grade from the exam!
CONTENT OF THE LECTURES AND SEMINARS IN SHORT
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Studijní text

STUDY MATERIALS
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PDF
LECTURES - PRESENTATIONS
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12
PDF
SEMINARS - WORKSHEETS TO BE DOWNLOADED - BE READY FOR SEMINARS!
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16
Studijní materiály
COMPULSORY INDIVIDUAL TASK
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1
Odevzdávárna
1
Studijní materiály

CONTENT OF THE LECTURES AND SEMINARS IN SHORT

1

Nature of service and service consumption.

2

Consumer behavior and process STP in services.

3

Product - service. New service design.

4

Pricing in services.

5

Distribution of financial services and physical evidence in services.

6

Marketing communication in services I.

7

Marketing communication in services II.

8

The people in services.

9

Process in services. Quality management in service.

10

Measuring of customer experience (satisfaction) in services.

11

Marketing planning and strategy in services.

12

Active approach to customers in services – CRM.

13

Case studies, summary, test.

STUDY MATERIALS

Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMBASEM/2919072/PEMBASEM_-_study_literature.pdf

Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMBASEM/2919072/Marketing_of_Services_in_Theory_and_Practice_Urbanek_2014.pdf
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMBASEM/2919072/Service_Management_and_Marketing_-_Managing_the_Service_Profit_Logic_4th.pdf
Services Marketing
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMBASEM/2919072/Services_Marketing_-_Concepts__Strategies___Cases_4th.pdf
Chyba: Odkazovaný objekt neexistuje nebo nemáte právo jej číst.
https://is.slu.cz/el/opf/zima2023/PEMBASEM/2919072/Services_Marketing_-_People__Technology__Strategy_7th.pdf

LECTURES - PRESENTATIONS

SEMINARS - WORKSHEETS TO BE DOWNLOADED - BE READY FOR SEMINARS!

COMPULSORY INDIVIDUAL TASK

INSTRUCTIONS RELATED TO INDIVIDUAL TASK (INDIVIDUAL WORK)
  • It is your compulsory activity, which is scored and the points are part of the overall assessment.
  • Select a service that you can consume and/or experience (hairdresser, drinking coffee in a café, having a meal in a restaurant etc.).
  •  You are to act as mystery shoppers and experience the service as if you were a real consumer. In some instance cost might be involved here, so choose the service you are evaluating wisely.
  • Your task is to work out the task in the form (it is available here) and then to prepare a short presentation of the assessment with recommendation on how the service can be improved.
  • Each student will have different type of services!
  • This individual task is evaluated with 18 points which are the part of total evaluation. From A – C you can get 1 point per each activity. From D and E you can get 5 points from each activity. Finally, you are going to present your individual task (5 points).
  • This individual task must be uploaded into IS up to November 12, 2023.
  • If the case studies match, these students will be evaluated with 0 points.  Plagiarism is not accepted!  Be fair to yourself and others:-)


Individual task form

Compulsory individual task