Ing. Kateřina Matušínská, Ph.D. -
a guarantor, lecture, seminar, exam, final evaluation
Máte zapnutý náhled celé osnovy, zpět na běžné zobrazení.
Načítání a prohlížení osnovy může být v závislosti na množství obsahu pomalejší.
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
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
LECTURES - PRESENTATIONS
SEMINARS - WORKSHEETS TO BE DOWNLOADED - BE READY FOR SEMINARS!
- Various activities will be worked out during the seminars.
- Some activities require downloading the materials available below.
- The materials are in word format, so you can write in them and make your own notes.
COMPULSORY INDIVIDUAL TASK
-
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:-)