FPF:ULGATLA036 Services marketing - Course Information

ULGATLA036 Services marketing

Extent and Intensity

2/1/0. 3 credit(s). Type of Completion: zk (examination).

Teacher(s)

Ing. Milena Botlíková, Ph.D. (lecturer)
Ing. Milena Botlíková, Ph.D. (seminar tutor)

Guaranteed by

Ing. Milena Botlíková, Ph.D.
Centrum interdisciplinárních studií – Faculty of Philosophy and Science in Opava

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

• Spa Management and Tourism (programme FPF, B6503GAHOT)

Course objectives

The aim of the course is to inform the students of the basics of the theory of marketing, especially with nature, concept and principles of marketing, with the development of business concepts, with marketing management, marketing strategies, marketing environment, marketing tools, marketing information system, targeted marketing and specifics of international marketing. Certain attention will be paid to the application of general marketing theory in the field of services as services marketing is the starting point for marketing in spa tourism.

Syllabus

• 1. Importance, concept and principles of marketing. Development of business concepts
  2. Marketing system of management
  3. Specifics of services marketing
  4. The analysis of marketing environment
  5. Management of marketing information - marketing information system, market research
  6. Buying behaviour of consumers and organisations, types of buying decision processes on the consumer market
  7. Complaint - complaints proceedings, dealing with customers
  8. Identification of market segments, choice of target markets
  9. Product and its life cycle
  10. Price and pricing policy
  11. Marketing communication and sales encouraging
  12. Product distribution, distribution policy
  13. International services marketing
  

Literature

recommended literature
• KOTLER, P., KELLER, L., K. Marketing management. Praha, 2014. ISBN 978-80-247-4150-5. info
• KOTLER, P., KELLER, L., K. Marketing management. Praha, 2014. ISBN 978-80-247-4150-5. info
• VYSEKALOVÁ, J. Chování zákazníka. Praha: Grada, 2011. info
• JAKUBÍKOVÁ, D. Marketing v cestovním ruchu. Praha: Grada Publishing, 2009. ISBN 978-80-247-3247-3. info
• VAŠTÍKOVÁ, M. Marketing služeb - efektivně a moderně. Praha: Grada Publishing, 2008. ISBN 978-80-247-2721-9. info
• KOTLER, P. Marketing Management. Praha, 2007. info
• CARON, N. Prodej problémovým zákazníkům. Praha: Grada, 2007. info
• PALATKOVÁ, M. Marketingová strategie destinace cestovního ruchu. Praha, 2006. info
• BRUHN, M. - GEORGI, D. Services Marketing. 2006. info
• BERKOWITZ, E. M. - KERIN, R., RUDELIUS, W. Marketing. Boston, 2005. info
• SVĚTLÍK, J. Marketing-cesta k trhu. Plzeň: Nakladatelství J. Čeněk, 2005. ISBN 80-86898-48-2. info
• KOTLER, P. - ARMSTRONG, G. Marketing. Praha, 2004. info
• RAO, R. Services Marketing. 2004. info
• HORNER, S., SWARBROOKE, J. Cestovní ruchu, ubytování a stravování, využití volného času. Praha: Grada Publishing, 2003. ISBN 80-247-0202-9. info
• FORET, M., PROCHÁZKA, P., URBÁNEK, T. Marketing - základy a principy. Brno: Computer Press, 2003. ISBN 80-7226-888-0. info
• KIRÁĹOVÁ, A. Marketing destinace cestovního ruchu. Praha: EKOPRESS, 2003. ISBN 80-86119-56-4. info
• SEIFERTOVÁ, V. Marketing v lázeňském cestovním ruchu. Praha: VŠ CRHL, 2003. ISBN 80-86592-00-6. info
• BURKOWITZ, E., KERIN, R., RUDELINS, W. Marketing. Boston: IRWIN, 1989. ISBN 0-256-07513-1. info

Language of instruction

Czech

Further comments (probably available only in Czech)

The course can also be completed outside the examination period.

Teacher's information

- written essay and its defence - topic assigned by the lecturer
- written test - success rate 60 %
- exam (combined)

• Enrolment Statistics (recent)
  
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