PEMBASEM Services Marketing

Obchodně podnikatelská fakulta v Karviné
zima 2023
1/2/0. 6 kr. Ukončení: zk.
Ing. Kateřina Matušínská, Ph.D. (přednášející)
Ing. Kateřina Matušínská, Ph.D.
Katedra podnikové ekonomiky a managementu - Obchodně podnikatelská fakulta v Karviné
Kontaktní osoba: Ing. Kateřina Matušínská, Ph.D.
Pá 10:35–11:20 A406
  • Rozvrh seminárních/paralelních skupin:
PEMBASEM/01: Pá 11:25–13:00 A406, K. Matušínská
Omezení zápisu do předmětu
Předmět je určen pouze studentům mateřských oborů.
Mateřské obory/plány
Cíle předmětu
The aim of the course is to introduce the student to the application of marketing practices and approaches in the field of services, which are dynamically developing in every developed economy.
  • 1. Nature of service and service consumption
    The aim is to explore the distinctive features of services such as heterogeneity, intangibility, inseparability and perishability. Recognition of these special characteristics will provide insights for enlightened and innovative management. One reason for the poor quality of service levels across different service industries is that managers often tend to solve service marketing problems with tools and techniques that are essentially meant for tangible products.
    2. Marketing mix for services
    Marketing mix is the set of important internal elements that make up an organisation’s marketing programme in national and international context. The aim is to explain traditional marketing mix comprising of product, price, place and promotion as applied to service organizations. Furthermore, discuss the extended marketing mix which incorporates traditional marketing mix as well as three more 3 Ps namely people, process and physical evidence.
    3. Consumer behaviour and customer interface management
    The aim of this topic is to describe how consumers think about services and how they perceive service providers. The core concepts are loyalty, attitude, perception, motivation, lifestyle, personality, usage, promotional responses and benefit perception. Purchase decision will be deconstructed on attitudinal and also unanticipated situational factors level to understand consumer behaviour.
    4. Quality management in service
    The service quality of a firm is tested at each service encounter. Service quality is the delivery of excellent or superior service relative to customer expectations. It is essential that quality is measured from the customer’s perspective, not from what managers within a company think their customers’ views are. The SERVQUAL model is introduced which uses analysis of 5 gaps in service offering. Market-creating innovation strategies for services are discussed as well.
    5. New service design
    The aim is to explain how new service can be designed through process with possible critical issues in international context. New service design process is presented consisting of: idea generation, idea screening, concept development, concept testing, business analysis, development, testing and finally commercialization. There are also few critical issues in developing new service: branding, patent, warranty, after-sale service.
    povinná literatura
  • PALMER, A., 2011. Principles of Services Marketing. London. The McGraw-Hill, 2011. ISBN 978-0-07-712951-4. info
  • GRÖNROOS, CH. Service management and marketing: customer management in service competition. Chichester: John Wiley & Sons, 2007. ISBN 978-0-470-02862-9. info
  • WIRTZ, CH. J. Services Marketing: people, technology, strategy. Prentice Hall, Pearson Education, 2007. ISBN 0-13-187552-3. info
    doporučená literatura
  • HOFFMAN, K. D. and J. E. G. BATESON. Services Marketing: Concepts, Strategies and Cases, 5th ed. Boston: Cengage Learning, 2011. ISBN 978-1285-42978-6. info
Metody hodnocení
Compulsory attendance at seminars 50 %, team (individual)semester project and its defence (40% evaluation), final combined examination (60% evaluation)
Vyučovací jazyk
Další komentáře
Studijní materiály
Předmět je zařazen také v obdobích zima 2021, zima 2022, léto 2023, léto 2024.
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